"don't wait for things to break" - W / Zertashia Awan (Amazon) #131
Description
In this episode of the CX Insider Podcast, we’re joined by Zertashia, Director of Customer Experience at Amazon, for a deep-dive into what truly defines world-class customer experience at scale. We unpack how Amazon scales empathy, trust, and operational excellence globally—making customer experience not just a principle, but a system embedded into every layer of the organisation. From treating defects like data points to ensuring customers are never metaphorically "on mute," this conversation is packed with real insights and practical mechanisms for founders, CX leaders, and innovators in any industry.
Content:
00:00 – Intro: Scaling with Purpose
00:47 – From Headsets to Global CX Strategy
03:07 – Trust Over Charm
07:50 – Universal Truths in CX
09:46 – Mechanisms vs. Mantras
13:23 – CX Across Silos
17:11 – The Myth of Customer Delight
21:37 – Global Scale, Local Relevance
24:50 – Don’t Wait for Breakage
28:18 – Unmute the Customer
United States
