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The customer experience we create is by far the most important driver of our business。
我们在设计客户体验时，我们将长期所有者的思维牢记心中，我们试着将关乎客户体验大大小小的决定都放在长期这个框架下。
As we design our customer experience， we do so with long-term owners in mind。 We try to make all of our customer experience decisions—big and small—in that framework。
比如，我们在1995年上线亚马逊不久，就给了客户评价商品的留言权利。现在客户评价留言已经成为了亚马逊的常态，但当时我们受到很多供货方类似“我们懂得我们的生意吗”的抱怨。“你卖东西赚钱，为什么会允许网站上出现负面商品评价”。就像我们的一位焦点成员所说的，我知道有时负面评价或者冷淡评语会改变我某次的购买决定，短期会令我们失去一些销售，但长期来说，让顾客做出更好的购买决定终将有利于公司发展。
For instance， shortly after launching Amazon.com in 1995， we empowered customers to review products。 While now a routine Amazon.com practice， at the time we received complaints from a few vendors， basically wondering if we understood our business: “You make money when you sell things—why would you allow negative reviews on your website？” Speaking as a focus group of one， I know Ive sometimes changed my mind before making purchases on Amazon.com as a result of negative or lukewarm customer reviews。