Amazon Metrics Map Example

In this lesson, we walk through two core techniques—Metrics Mapping and Customer Experience Mapping—that helped us systematically discover and define the input metrics that truly matter. These methods gave us a more granular, customer-focused way to understand and improve our business performance at Amazon.

Key Takeaways:

• We used Metrics Mapping to break down strategic goals: Starting with broad objectives like lowering cost structure, we recursively drilled down to discover the specific drivers (e.g., shipping cost, pick cost, forecast accuracy) and converted them into measurable input metrics.

• We cast a wide net during brainstorming: In the early stages of metrics mapping, we didn’t worry about whether we could measure something yet or whether it was immediately useful. Our priority was to be comprehensive.

• We built Customer Experience Maps to capture every user touchpoint: From site entry to search, checkout, and delivery, we identified every customer interaction and defined metrics for speed, quality, and cost—measured both from the customer's and Amazon’s point of view.

• We stayed grounded in the customer’s perspective: Instead of focusing on internal outcomes like revenue per page view, we measured how intuitive, fast, and helpful each experience was for the customer, ensuring our metrics aligned with long-term value creation.

• We operationalized customer obsession: These techniques gave us a structured, measurable way to uphold our customer-obsessed culture. Other companies have found these frameworks to be transformative in how they assess and improve their own customer experience and operations.

To dive deeper into Input Metrics Mastery and learn more from Bill and Colin, follow these links:

• Take the full course at their website: https://workingbackwards.com/

• Buy the book: https://www.amazon.com/Working-Backwards-Insights-Stories-Secrets/dp/1250267595

• Bill's LinkedIn: https://www.linkedin.com/in/bill-carr/

• Colin's LinkedIn: https://www.linkedin.com/in/colinbryar/