Normally I am a "see guy" rather than a "hear guy," and like to resolve situations via e-mail vs. the phone. However Amazon.com was not responsive to e-mails.
Take a look at an Amazon.com support screen (part of one is shown in the mediaplayer at right). I indicated my problem, typed in my phone number and clicked on "When to call." The choices: "Now" or "In five minutes." I left "now" and clicked on "Call me." The phone rang. I picked it up and a recorded voice announced Amazon.com was calling.
In seconds a live rep came on the line and I told him what the problem was and that I wanted to send the Kindle back to Amazon so an expert there could fix it. Instead, over three additional phone calls (with two additional reps) we talked the situation through. I deleted "The First Tycoon" and the rep sent me a new copy, and (so far) my Kindle is working fine. The book file was corrupted, not my Kindle.
The instant phone-back system, known as click-to-call, is dazzling. OK, some of the reps had foreign accents and I had to get them to repeat themselves. But the problem was solved.
The "wow factor" of Jeff Bezos is right up there with Steve Jobs' iPad, IMHO.
Denny Hatch is a freelance direct marketing consultant and copywriter, and author of the e-mail newsletter, Denny Hatch's Business Common Sense. Visit him at www.businesscommonsense.com or www.dennyhatch.com, or contact him via e-mail at firstname.lastname@example.org.