Customer Relationship Management at

Group 8Section C

About Amazon.com

O Amazon was the most trusted company in US according to Harris Poll in 2013

O 24th in the Forbes list of World’s Most Valuable Brands

Amazon: 10-Step CRM strategyInvestment • Invest according to customer value

Relationship • Optimise the whole customer relationship

Reputation • Be true to the brand and its positioning

Relevance • Service each customer community appropriately

Value • Create enduring value first, tactical worth second

Touchpoints • Manage the relationship at all appropriate touchpoints

Imagination • Bring imagination to the customer experience

Learning • Measure and learn

Technology • Use technology like an artist

Stakeholders • Make it good for everyone

CRM Concept Development

Broadest cross- and up- selling

Increase ”share of wallet“

Single source of digital entertainment (Single-Sign-On)

Affordable end devices to consume digital content

CRM target

CRM mechanics

Social CRMO “A philosophy and a business strategy,

supported by a technology platform, business rules, workflow, processes and social characteristics, designed to engage the customer in a collaborative conversation in order to provide mutually beneficial value in a trusted and transparent business environment. It's the company's response to the customer's ownership of the conversation” – Paul Greenberg

Social CRM is driving a sea change that is requiring companies to invest in new service and support capabilities

FROM To

Static KnowledgeManagement

Dynamic KnowledgeMonitoring

Call Center Operations

Social MediaIntegration

Desktop Applications Information Gathering andAnalysis

Social CRM at AmazonO Social CRM enables –

O Monitoring of Social Web in real-time for complaints, reviews and queries

O Automatic notification capability to alert customer agents on new complaints

O Ability to respond to complaints from any social site from a single platform

O Ability to track social media complaints in the forma of a ticket/case

O Reporting ability to measure performance of an agent

CRM Journey at Amazon

“We’re not competitor obsessed, we’re customer obsessed. We startwith what the customer needs and we work backwards” Jeff Bezos

Business Objectives and CRMBusiness Objective

CRM Manifestation

Prioritize owner satisfaction

Welcome new ownersResolve user complaintsRespect owner’s wants, needs and preferences

Foster Loyalty Gain reputation for innovative yet reliable products and servicesSurprise and delight valuable customersEstablish barriers to switching

Upsell/ Upgrade Explain the specific relevance of product/service enhancements

Cross-sell Offer bundled pricing

Retain Customers

Make pre-emptive offers to venerable customers

Gain referrals Rewards testimonials and leads

Features Enhancing Customer Experience

O Customer TrackingO Products similar to the one we are searching

for currently (dynamic recommendations)

O Past clicks, searches

O Purchased by other people who have searched for similar products, or have brought similar products

O Security Assurance &Social Media Integration

O Customer Reviews and Q&A

O Integrating Flow app with Amazon appO consumer can scan any product with the help

of a smartphone and Amazon would search it from its inventory

CODAR AnalysisO Tool for communication planning and evaluationO Evaluates all communication activities across various contact

points related to business objectiveO Amazon uses CODAR to measure effectiveness of CRM and

improve its operations and systemO Uses five dimensions and their dynamic interdependence for

planningProduct, service or

environment experience

• Objective of giving an experience to the recipient through product trials, images that stimulates a rich experience and creates value

Idea forming• Influencing ideas, associations and beliefs about the brand,

company or product

Building relationship feeling

• Creating emotional connection, objective is a feeling of being practically connected with the brand 

Help or service support• Objective is to provide required and perceived help, service

or support in the form of information about a product or policy, or help in a process

Behaviour activation• Objective is to get an intentional or behavioural change, for

example - sales activation, sales enquiry

Amazon Website CODAR Analysis

Customer Satisfaction Index

Internet Retail benchmarking 2013