Amazon One Medical proves that exceptional customer experience begins by empowering the people who deliver it.
In many organizations, technology is implemented to monitor productivity or automate tasks. At Amazon One Medical, however, technology is purpose-built to enable clinical providers to deliver more human care. Team members are trusted to do what’s right and supported to do it well.
This model reveals something many businesses overlook:
The fastest path to a better customer experience is removing friction from the employee experience.
By aligning tools, roles, and culture around a shared mission, Amazon One Medical enables its team members to deliver what matters most—timely, personalized, and thoughtful care.
What can leaders in any industry learn from this human-centered approach?
Design Systems That Liberate Talent: Amazon One Medical’s proprietary platform streamlines everything from appointment scheduling to clinical documentation. It reduces the administrative burden and amplifies time for patient care. The takeaway: Examine where your processes slow down the people your customers rely on. Ask: What systems create drag? Where do employees feel stuck? Then, redesign for freedom, not control.
Train for Values and Tasks: Yes, Amazon One Medical trains staff on procedures, but they also orient them to service principles like responsiveness, empathy, and partnership. This signals that how something is done matters just as much as what is done. Leaders should build training programs that reinforce desired behaviors, not just operational knowledge.
Lead Your Team With Purpose: One Medical’s culture centers around a mission—making healthcare personal, accessible, and simple. Employees at every level know how their work contributes to that goal. When your team understands the “why” behind their work, they engage more deeply. Connect tasks to the mission. Let your people see how they make a difference.
Manage and Coach: Amazon One Medical leaders act as guides, helping team members grow through regular feedback and real-time support. The company has a collaborative culture in which team members are treated like partners. What’s your management mindset? Are you overseeing performance AND unlocking potential?
Recognize and Reward “On-Brand” Behavior: Amazon One Medical celebrates team members who go the extra mile for colleagues/patients/customers/members. Recognition is embedded in daily activity. From simple thank-yous to public shoutouts, employees are reminded that their care is seen and valued. Take note: A culture of appreciation fuels retention and performance.
Why This Matters
Empowered employees deliver empowered experiences. Customers feel the difference when your people are energized, supported, and purpose-driven. And that feeling translates into trust, retention, and referrals.
One Medical grew by giving team members what they needed to succeed – more clarity, confidence, effort-reducing technology tools, and personal care. By doing so, One Medical garnered the attention of Amazon, and a $4 billion acquisition ensued.
No matter your business, building systems that elevate your team will elevate customer interactions and your enterprise value.
Make Empowerment Part of Your Brand Promise
Your frontline defines your customer experience. Equip them to be ambassadors of your brand. Invest in their development. Support their autonomy. Recognize, celebrate, and support their humanity.
Related: Talent Wars: How to Recruit and Retain the Best in Business