Question

1.Amazon is one of the world’s largest online retailers. One of the possible reasons for its success is the company’s CRM strategy. Based on your experience or observation, try to analyze Amazon’s CRM strategy from the following perspectives:

(i)Customer Experience Management

please use proper marketing terms and answer detailed

Answer 1

CUSTOMER EXPERIENCE MANAGEMENT OF AMAZON

1. TREAT DIFFERENT CUSTOMERS DIFFERENTLY: THE " ONE -CLICK" STRATEGY OF AMAZON PROVIDED DIFFERENT SALES EXPERIENCE TO DIFFERENT CUSTOMERS. IT PROVIDED THE FACILITY TO STORE THE PAYMENT INFORMATION AND THE ADDRESSES SO THAT THE CUSTOMERS CAN ORDER THE PRODUCTS BY JUST ONE CLICK. THEY HAD PATENTED THIS FACILITY ALSO. APART FROM THIS IT PROVIDES THE CONCEPT OF SHOPPING BASKETS TO PURCHASE MULTIPLE ITEMS AT A TIME. THIS PROVIDES THE CUSTOMERS AN EASY CHECK OUT PATHWAY.
2. CATER TO DIFFERENT NEEDS OF CUSTOMERS: DIVERSE CUSTOMERS HAVE DIVERSE NEEDS. SOME CUSTOMERS WANT THE INTERNET BANKING EXPERIENCE WHILE OTHERS PREFER TRADITIONAL PAYMENT METHODS LIKE CASH ON DELIVERY. AMAZON PROVIDES VARIOUS PAYMENT OPTIONS AT THE CHECKOUT GATEWAY AND THE CUSTOMERS CAN CHOOSE ACCORDING TO THEIR PREFERENCE. THIS MAKES PAYMENTS CONVENIENT AND HASSLE FREE FOR THE CUSTOMERS.
3. ABANDONMENT EXPERIENCE OPPORTUNITY: IF A CUSTOMER HAS ADDED PRODUCTS TO THE CART BUT COULD NOT COMPLETE THE PURCHASE BECAUSE OF ANY REASON, THEY WOULD BE REMINDED OF THEIR INCOMPLETE PRODUCTS BY THE REMINDER MAILS SENT BY AMAZON. THEY REMIND THE CUSTOMERS THAT THEIR WANTS ARE STILL UNFULFILLED AND THE PRODUCTS ARE STILL AVAILABLE.
4. ADDITIONAL SERVICES: AMAZON ALSO PROVIDES THE CUSTOMERS WITH ADDITIONAL SERVICES LIKE TO RETURN OR CANCEL THE PURCHASE ORDERS. APART FROM THIS, IT HAS COME UP WITH THE CONCEPT OF PRIME MEMBERSHIP IN WHICH THE CUSTOMERS ARE PROVIDED WITH NEW SERVICES. CUSTOMERS CAN PAY MONTHLY OR ANUALLY FOR THE MEMBERSHIP AND IN RETURN CAN EXPERIENCE UNLIMITED FREE MUSIC, MOVIES, VIDEOS, FREE SHIPPING, DISCOUNTS AND MANY MORE OFFERS.
5. CONTINUOUS IMPROVEMENT: AMAZON KEEPS ON IMPROVING ITSELF FOR CUSTOMER'S EXPERIENCE CONTINUOUSLY. IT KEEPS ON UPDATING THEIR PRESENTATION LIKE SHAPE OF ICONS, COLORS, FONTS ETC. THEY MONITOR AT WHAT POINT CUSTOMERS EXPERIENCE DIFFICULTIES AND REASONS BEHIND ABANDONING THE PRODUCTS IN THE CART. THEY MAKE IMPROVEMENTS TO PROVIDE A HASSLE PURCHASE EXPERIENCE TO CUSTOMERS.

SO FROM THESE POINTS WE CAN SAY THAT AMAZON IS SUCCESS FULL IN ITS CRM STRATEGY IN CONTEXT OF CUSTOMER EXPERIENCE MANAGEMENT.