2. 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
3. Amazon: 10-Step CRM strategy
Investment • 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
4. 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
5. Social CRM
O “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 Knowledge
Management
Dynamic Knowledge
Monitoring
Call Center Operations Social Media
Integration
Desktop Applications Information Gathering
and
Analysis
6. Social CRM at Amazon
O 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
7. CRM Journey at Amazon
“We’re not competitor obsessed, we’re customer obsessed. We
start
with what the customer needs and we work backwards” Jeff Bezos
8. Business Objectives and CRM
Business Objective CRM Manifestation
Prioritize owner
satisfaction
Welcome new owners
Resolve user complaints
Respect owner’s wants, needs and preferences
Foster Loyalty Gain reputation for innovative yet reliable
products and services
Surprise and delight valuable customers
Establish 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
9. Features Enhancing Customer Experience
O Customer Tracking
O 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
10. O Security Assurance &
Social Media Integration
O Customer Reviews and Q&A
O Integrating Flow app with Amazon app
O consumer can scan any product with the help
of a smartphone and Amazon would search it
from its inventory
11. CODAR Analysis
O Tool for communication planning and evaluation
O Evaluates all communication activities across various contact points related
to business objective
O Amazon uses CODAR to measure effectiveness of CRM and improve its
operations and system
O Uses five dimensions and their dynamic interdependence for planning
Product, 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
