Relationship Capital-a-la-Amazon.

Audience is the new currency. Memberships are the new bank. Build relationship capital by increasing user purchase eXperience — just like Amazon.

Audience is the new currency. And memberships are the new bank; the Amazon thesis is working out pretty well. So why did everyone else miss it?

Simple, whereas the market focused on everything until the sale–awareness, consideration, and intent–the front end. Amazon focused more on the back end–delivery, use, and supplementals. 

An obsession with customer experience beyond the point-of-sale helped identify any customer UX friction areas, such as delivery–’Prime’ or which products to choose–recommendation engine or customer feedback–reviews.

The elimination of friction creates relationship capital!