The Customer is King: How Amazon, Netflix, and Apple Put the Customer First

The PM Playbook
4 min readOct 3, 2023


Amazon is one of the most successful companies in the world, and it is known for its customer-centric approach. Amazon founder Jeff Bezos has said that “the customer’s obsession is our obsession.” Amazon is constantly innovating and adding new features and services to its platform, all with the goal of making the customer experience as seamless and enjoyable as possible.

For example, Amazon’s Prime membership program offers customers a number of benefits, including free two-day shipping on millions of items, access to streaming video and music, and exclusive discounts and offers. Prime members are more likely to shop at Amazon more often and spend more money, which has helped Amazon become the largest online retailer in the world.


Netflix is another company that has been wildly successful by putting the customer first. Netflix started out as a DVD rental service, but it quickly pivoted to streaming video when it realized that was what customers wanted. Netflix has continued to innovate in the streaming space, adding new features like original content, personalized recommendations, and offline viewing.

Netflix is also known for its customer-friendly policies. For example, Netflix customers can cancel their subscriptions at any time, without any penalty. Netflix also offers a free trial, so customers can try the service before they commit to a paid subscription.


Apple is known for its high-quality products and its loyal customer base. Apple has been able to achieve this by focusing on the customer experience at every step of the way. From its sleek and user-friendly product designs to its convenient retail stores and customer support, Apple makes it easy for customers to do business with it.

For example, Apple offers its customers a variety of ways to purchase its products, including online, in-store, and over the phone. Apple also offers a generous return policy, so customers can return their products for any reason within 14 days of purchase.

All the above companies have one thing in common which is the customer is their priority. “Supply creates its demand” is the theory that can still be noticed in these companies’ practices (But it is okay because they are not here to do charity but to make profits). Whether you take the example of one-day delivery, which is creating an urgency of the product, earlier people were ready to wait for their product, but not any more or you can also take the example of iPhone’s frequent new versions with minor changes. Here’s how they are able to do it.

  • Gather feedback from customers — This can be done through surveys, interviews, focus groups, and social media monitoring.
  • Analyze customer data — This can help product managers to understand customer behavior, identify pain points, and uncover new opportunities.
  • Create personas — Personas are fictional representations of ideal customers. They can help product managers to keep the customer in mind throughout the product development process.
  • Conduct user testing — This involves testing product prototypes with real customers to get their feedback.
  • Track customer satisfaction metrics — This can help product managers measure the impact of their work and identify areas for improvement. Metrics are the most important aspect of every business, if at all you are tracking the wrong metric, your business can start to suffer loses from that very moment. We, as product managers, give a lot of priority to defining the right metrics to collect the relevant data.

Let us finish this piece with one more example:

Spotify is a music streaming service that is known for its personalized recommendations and easy-to-use interface. The company uses a variety of data points, including listening history, genre preferences, and social media connections, to create personalized playlists for each user. Spotify also makes it easy for users to discover new music by providing them with curated playlists and recommendations from other users.

Spotify is constantly innovating and adding new features to improve the user experience. For example, the company recently launched a new feature called “Your Daily Mix,” which creates a personalized playlist of new music for each user every day. Spotify also offers a number of other features that are designed to make it easier for users to find and listen to the music they love, such as offline listening, collaborative playlists, and song sharing.

Spotify’s commitment to user-centricity has helped the company become the world’s most popular music streaming service. The company has over 180 million subscribers worldwide and is adding new subscribers every day.



The PM Playbook

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