"don't wait for things to break" - W / Zertashia Awan (Amazon) #131

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