Does your library deliver an Amazon-Like Experience?
Assuming we even knew what that was, would that be the experience you’d want to deliver at your library?
“Amazon-Like Experience” is a phrase that is relatively new to me. I first encountered it when reading a higher education newsletter and came across this article.
Out of curiosity I did a Google search to see if “Amazon-Like Experience” is an actual thing. While “a thing” is probably not the best way to put it, there are certainly a number of references to the phrase. One comes away with the impression that “Amazon-Like Experience” is some sort of user experience gold standard.
What is the experience? If you’ve ever used Amazon – probably everyone reading this blog has – you have a good idea. Convenience. Ease of Use. Vast selection. Quick problem resolution. Usable and user friendly website. Overall, it’s an experience that is tough to match.
According to this article on online education, “Amazon has set the standard for eCommerce engines. Non-traditional, adult learners, expect an Amazon-like experience since they are searching for, and purchasing, courses online.” Granted, user expectations are definitely shaped by high-quality experiences received at both brick-and-mortar and online retailers and service providers that excel at user experience. But when we say that someone is expecting an “Amazon-Like Experience” what exactly do they want? What does it look like?
Start with ease-of-use. Literally anyone can use Amazon with a single instruction or prior knowledge. We talk about an experience being based around “the jobs to be done” and Amazon allows users to do their jobs with a minimal number of clicks. They can find what they need and order it quickly. There are features galore that allow users to see past activity, to identify future purchases or have items recommended to them.
There’s no question that for online retail, Amazon sets a mighty high bar for user experience. Most library search systems, from the local discovery layer to the largest global database, are currently far from an Amazon-Like Experience. That said, Amazon is a good model in many ways for great online learner experience. Except for one thing.
I’d venture to say that most Amazon customers feel little personal connection with the company. It can be a challenge to get personalized assistance when you need it. Problem resolution is quite good, but sometimes human intervention is needed and that can be difficult to get with Amazon. If that is also part of the Amazon-Like Experience, then librarians can do better.
That said, Amazon is branching out into brick-and-mortar retail with its Whole Foods acquisition and the establishment of some physical bookshops. If Amazon can develop the Amazon-Like Experience at their physical locations, that may give entirely new meaning to delivering an Amazon-Like Experience. I suspect Amazon will seek to make sure it’s physical experience is every bit as Amazon-like as what its customer have come to expect.