Amazon’s use of data in customer support

Amazon more or less owns my CPG consumption: Prime was the hook, Subscribe & Save the line, and customer support the sinker. Stories of customer satisfaction are not hard to find and my experience yesterday with their refund process is classic Amazon:

Behind this alert is Amazon’s data-driven culture. First, I was returning a low-priced product (for the dog) where the cost of return likely outweighs resale value. Second, I return products infrequently so, when I do, it’s an opportunity to delight (just like Zappos’ culture). Third, and maybe most importantly, is managing the risk of decreased wallet share versus my customer value.: since joining Amazon Prime, my average orders per month has increased 675% which I assume outweighs the incremental cost of Prime’s benefits.