How it started:

This program was launched at mid of October 2022 in NA. It was shared by them in
one of our biweekly catch-ups. At that moment we decided it was a good
opportunity to dive in.
 NA team focuses on social media posts once executive escalations ramp down.
 They manage positive and negative posts.
 Since launch on 15 Oct, they have managed a total of 18 cases (an average of 2
cases per week).
 As of now there is not standard operating procedure, reporting mechanism or
newsletter for this process.

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 NA Social media samples
NEGATIVE SOCIAL MEDIA POST
POSITIVE DA RECOGNITION

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 What we want to achieve?

Program is based on two objectives: 1) to deep dive social media customer

escalations, identify top trending customer issues (based on % of cases vs total
posts reviewed) and develop solutions to prevent reoccurrence.
2)to proactively recognize delivery associates who have gone above and beyond
to create a positive and memorable customer experience.

Scope
This program covers EU (DE, AT, NL, FR, IT, ES, UK, IE). It covers all deliveries
handled by EU delivery stations in these countries excluding 3PL sites.

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Why do we see the need to launch this program?

One of our main goals is reducing executive escalations (EE).

Social media is nowadays the quickest way of communication between social groups. These tools
shows customer sentiment and anticipate customer needs.

 From total EE in 2022(74), 48.61% (35) were related with driver behavior, this is consistent
with what social media posts are telling us.
 As a result of this program we want to create a social media database of issues occurring
across EU and share best practices collaborating with ops teams, FQAs and On road managers.
 Customers complain when they are frustrated. As of June 2022, Instagram had around 281
million users in EU. Video-based Ticktock had about 227 million users, whilst micro-blogging
platform Twitter had 9.2 million users in Europe.

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How are we going to dive in?

* Walls.io pro user profile has a cost of 275$ per month

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 Process Bar:
Two independant process bar to manage top trending issue cases or DA recognition. This Process
starts each Monday. Final goal is to have a total of 8-10 cases included in a bi-weekly newsletter.

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EU Social Media trending issues - February
Social media trending issue template
Template will be sent to: Relevant stakeholders, LMDX country leader, EU
Customer DX Leader and EU LMDX Leader.

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EU DA recognition posts
 DA recognition template
Template will be sent to: LMDX country leader, Snr Ops Manager, Delivery
station manager, DSP account manager, EU Customer DX Leader and EU LMDX
Leader.

Amazon.com Confidential
 How we will measure program results?
Each case managed during the program will be monitored by below metrics at customer ID
level on a monthly basis. We will continue monitoring actions taken to reduce delivery
defects for this PID.

 Positive response rate (PRR). This is the percentage of total delivery feedback responses that
were marked as positive by the customer over total number of delivery feedback response.

 Approx. 37% of overall EU negative responses are related with Driver behavior feedback. We will
identify top trending issues and share best practices across EU ops team, FQAs, On road
managers to reduce this approach.
 Concessions Delivered not received (DNR). Shipments where package was scanned as 'delivered'
by driver but customer informs Customer Service (CS) that they did not receive the package.
 Negative customer delivery feedback. The percent of negative responses where the customer
gave a compliment or feedback

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 Next steps

 Pilot testing: Starting 23-Mar.

 Newsletter Creation: 31-Mar (will be
sent bi-weekly to audience agreed)
 Program start date: 03-Apr

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 Useful Links
 Social Media Program quip:
https://quip-amazon.com/h5OHAEjQur03/EU-SOCIAL-MEDIA-TRENDING-POSTS
 AMZL Social Media Escalations SIM queue:
https://sim.amazon.com/issues/search?q=status%3A(Open)+containingFolder%3A(ee1ff098-a75e-484f-b29
b-e4a470053c23)&sort=lastUpdatedConversationDate+desc&selectedDocument=38637873-f1a1-4663-aa3
9-b26862d9b7be

 Social Media Deep Dive standard form:

https://quip-amazon.com/bTPNA3lODa0b/Social-Media-Deep-Dive-standard-form-Template
***************************************************************************************************************
 Walls: https://my.walls.io/de3vd?token=39231a25995d4de1d0eecfad5403505b9c9c9a25
 Twitter: https://twitter.com/search?q=amazon%20driver&src=typed_query&f=image
 Instagram: https://www.instagram.com/explore/tags/amazondelivers/
 Heartbeat:
https://heartbeat.cs.amazon.dev/#/dashboards/visualize/4dee57c7-c714-4da6-9e85-4a83600f06ee
 Redditt: https://www.reddit.com/search/?q=amazon%20driver

Amazon.com Confidential
Thank you!