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

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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