Rather than just settling for voice recognition and virtual assistant technology, Mayday (in the new Kindle Fire HDX) taps into one of Amazon's most well-known and prided characteristics: 24/7 customer service.
Filed under the Settings menu, Mayday opens a small pop-up box on the screen, connecting the user directly to a live customer service agent for free at anytime from anywhere with an internet connection. The user can see the customer service agent, but not vice versa, to which Bezos quipped that customers won't have to worry about what they're wearing when trying to get answers quickly.
Customer service agents can see the user's screen on their end and direct the user step by step, offering help for complicated tasks from configuring VPN access to simpler activities such as adjusting the lock screen. The one thing they can't see, assured Amazon reps, is sensitive data. Any time a user has to enter a password or credit card information, the user's screen is blacked out on the agent's side.
Amazon is also aiming to promise response times within 15 seconds or less, and Bezos specified that Amazon will be ready for a heavy wave of requests at launch as well as on Christmas Day, the customer call center's busiest time of year.
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