Context:
Worldwide Prime struggles to consistently convey to customers that we understand and respond to their priorities, and thus struggles to communicate its value to both members and potential customers. Our customer experience is largely static and generic: we usually show the same list of benefits to all customers, regardless of Prime status, tenure, or demographics; we rank value messaging according to internal business metrics rather than customer signals and behavior; and our acquisition to onboarding journey is a series of disconnected moments rather than a cohesive, responsive narrative. While Prime offers objective monetary value, we have yet to internalize the reality that customer value perception is subjective—it is not a feature of the product, but a result of the experience.
In order to better understand the potential “lenses” through which Amazon customers and Prime members alike “see” the value of Prime membership, I conducted a study of 20 Prime and 20 non-Prime members evaluating their preference, understanding, and ultimate selection of messaging drive by a distillation of value dimensions echoed in preceding research: Exclusivity, Simplicity, Realibility, Savings.
Results:
The study found that, contrary to one-size-fits-all approach to both value communications and personalized onboarding, there is no one dimension or “lens” of value perception that resonates with Prime or its members, both current and potential. Rather, the benefits being discussed, the customer’s Prime status, and detectable signals of income must be drivers in any and all Prime value messaging. Based on my findings, I created a Benefit Value Messaging framework that provided applicable value perception lens and sample strings & content strategy that are compatible with our prebuilt, reusable Prime Design Library components.
Read the full study analysis: Prime Benefits Messaging Analysis: Value Perception Lens Resonance Across Member Segments
🔙