How These 3 Companies Skyrocketed Their Business as They Stayed Customer-Focused


These three companies prove that delivering an exceptional customer experience isn’t just helpful when it comes to success, it’s a necessity. Sumit Aneja, CEO, Voxco’s examines what their strategies are, so we can implement them too.

Every business leader dreams of their company catapulting to the top — regardless of their goals, industry, or experience. Not all companies see this happen, but those that do typically have one thing in common: they are customer-focused for the long haul. This is the case for Netflix, Apple, and Amazon, all of which strive to deliver an exceptional customer experience.


Netflix has surpassed others in customer experience, mostly because they emphasize culture and hire for fit. They value company-wide transparency and encourage their workers to be totally honest. At the same time, they do not burden their team with excessive rules; instead, they encourage employees to make choices independently. These elements create an environment where workers can be creative and collaborate well to give customers something memorable.

With this positive environment in place, Netflix has stressed research and development heavily. They have experimented with developing an incredibly intuitive platform that is easy for users to navigate. And customers are part of that experimentation. The company gets feedback from users on an ongoing basis. They use those insights to decide what and how to deliver.

Learn More: Going Beyond NPS: Using User Reviews To Measure Customer Satisfaction

In tune with their core value of data sharing — everybody has access to the feedback users offer. The team works tightly to figure out what scripts/concepts might do well and taps into their skill sets to produce titles in efficient and enjoyable ways. Often, they use big names customers recognize and trust. This customer-obsessed level of service consistently enables their original content to perform so well.

Additionally, Netflix allows data to rule. The company collects enormous amounts of information before making any decisions, and they trust the results — even when they vary from what they expected. In doing so, Netflix can deliver more local or culturally relevant programming that viewers respond well to. It also lets the business create a much larger content library than competitors, so customers always have plenty of fresh choices.

2. Apple

Apple has created a range of products for its customers, including hits like the iPhone, Airpods, and Macbook. They are quickly expanding their offerings into other technologies like televisions and smart devices, as well. Ultimately, they are doing a fantastic job in customer experience in the sense that buyers have a lot of choices — all of which have a reputation for being user-friendly. Customers know they can turn to Apple to have many of their needs met.

But what has really made Apple customers so loyal is that, like Netflix, the company trusts users to deliver honest feedback. Famously, Steve Jobs initially predicted that a device without a keyboard would be a failure. But once he and his team surveyed customers and analyzed how their customers were using their technology, they designed one of the best-selling products of all time: the iPad.

Apple is committed to offering great information and service around the globe, which is made obvious when you visit their retail stores. Apple intentionally decided that it would differentiate itself with both its product line and how they interact face-to-face with buyers. They looked at the hospitality industry for takeaways about engaging well and transformed that into the Apple Genius Bar, which allows employees to work directly with users to get them up and running or troubleshoot. The team’s empathy and knowledge are so notable that customers typically respond well, even if they must wait a while for someone to help them.

3. Amazon

 Amazon started out selling just books. Even in the beginning, their 1995 mission statement asserts that they wanted “to be Earth’s most customer-centric company.” And they transformed into a digital behemoth by carefully evaluating the entire customer journey. Their goal was to make sure that visitors to the site were happy and trusted the business at all touchpoints.

How did they achieve this?

Amazon focused its team’s attention on buyers from start to finish by incorporating six fundamental leadership principles. These include:

  • Focusing on the customer.
  • Thinking big.
  • Knowing leaders are right a lot.
  • Learning and being curious.
  • Hiring and developing the best.

Jeff Bezos insisted that the team focus on the customers ahead of competitors and that the employees’ job is to invent on behalf of the customer (who might not know yet what they need or want). He stressed personalization following invention, and he encouraged workers to be bold, consider the long-term, and take reasonable risks with personal accountability. He also wanted his team to test their own beliefs, explore for self-improvement, and bring on new workers who could truly elevate and challenge others.

These principles are not a how-to for creating, delivering, and supporting a single product. But they are a behavioral framework for how workers can satisfy customers in any area. They pinpoint the attitude that Bezos believed was critical for both innovation and a strong customer-business relationship. By allowing these principles to guide the culture and operations, Amazon has become a one-stop-shop where, true to the company’s vision, customers “find and discover anything they want to buy online.”

Learn More: 4 Flaws of Traditional Customer Success Thinking: Why Customer Success Should Be a Companywide Goal

With Clear Examples, Involve Your Customers Everywhere — and Trust Them to Drive

No matter how great your product or service concept is, you are not going to get far if you do not have useful customer experience tied in. Amazon, Netflix, and Apple understood this. They stand as examples of how a great customer experience can help you become a leader in your industry. If you want to fast-track success for your own business, mimic them unapologetically. Your customers — and accounts — will thank you.