Customer Relationship Management at Group 8 Section 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