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Rapid response endearing Amazon attribute

The Mayday button customer service feature Amazon introduced on its Kindle Fire HDX product last fall boasts an average response time of less than 10 seconds, roughly the time it takes other organizations’ automatic voice response system to say, “your call is very important to us….”

Mayday is Amazon’s brand name for a customer service feature included on the Kindle Fire HDX the company launched last year. With the tap of a button on the screen, free tech support is available around the clock every day of the year. An Amazon expert appears on the Fire HDX screen to co-pilot users through any feature by drawing on the screen or educating customers how to perform tasks. According to the company, the Mayday button has become the most popular way for Fire HDX customers to contact customer service.

“When we set out to invent the Mayday button, we wanted to revolutionize tech support, and we’re happy to report it’s working” said Scott Brown, director of Amazon customer service. “75% of customer contacts for Fire HDX now come via the Mayday button. Even as the Mayday button has grown to become the most popular way for customers to ask questions, the team’s been able to beat the response time goal of 15 seconds or less, our average is just 9.75 seconds.”