My topic is Amazon’s CRM implementation and their Success story
Company Overview
Amazon is the world's largest online marketplace, AI assistant provider, live-streaming platform
and cloud computing platform as measured by revenue and market capitalization. Amazon is the
largest Internet company by revenue in the world. It initially started as a books retailer but now
sells an extensive array of products through its own store along with extensive online marketplaces.
It Founded by Jeff Bezos on July 5, 1994, in Washington, United States. In 2020 Amazon’s
Revenue was US$386.064 billion
Amazon’s CRM Success
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Amazon has built its own CRM software in-house, meaning it is tailored to its own exact
requirements and needs.
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Their software allows Amazon to encapsulate customer data, such as previous purchases
and location, and use that to instantly modify and customize a user's overall on-site
experience.
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Amazon’s CRM also tackles most of their customer queries before reaching the stage
where human involvement is required. For example, each customer can easily access their
order history, which allows them to see which products they have ordered, current status
in the delivery process, and how much they have spent on it. Their returns policy is
similarly automatic, significantly reducing their need for customer service staff and the
costs associated with them.
Top 5 Ways Amazon uses CRM
1. Data collection: Amazon encourages all of its users to create personal accounts to make it
easier for them to make future purchases and keep track of their orders. These customer
accounts also give Amazon a targeted marketing mechanism as customers can be
communicated with via emails with offers and promotions based on their previous
purchases.
2. Personal data storage: One way in which creating an Amazon account benefits the
customer is ease of purchase. With a personal account all personal, payment and address
details can be stored- allowing for swift, quick and easy future purchases.
3. Recommendations: Amazon pioneered the recommended products feature. Whenever
users are logged into their account, Amazon will recommend products they may be
interested in based on past buying habits. More recently, Amazon introduced the 'customers
who bought this item also bought' feature. These recommendations are perfect for boosting
sales without the customer feeling pressured into buying.
4. Customer support: Amazon’s returns process is dealt with entirely online through a
customer’s account. If there is an issue that does require a customer to speak with a
customer service assistant over the phone, they will have access to the customer’s account
and order details, meaning that any issues can be dealt with quickly and efficiently.
5. Kindle Marketplace: From storage to personal accounts, payments and recommendations,
without CRM the Kindle products and experience would not be the same.
That’s all from me.