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Amazon CRM Case Study

University: Australian National University

  • Unit No: 7
  • Level: Post Graduate/University
  • Pages: 5 / Words 1126
  • Paper Type: Case Study
  • Course Code:
  • Downloads: 738
Question :

The case study is based on the Amazon CRM issues in Amazon inc, which is a American multinational technology company. The company was founded by Jeff Bezos, Washington,1994. The company focuses on carrying the e-commerce, digital streaming, artificial intelligence and the cloud computing. Amazon is considered as one of the biggest U. S. based information technology company with Apple inc, Microsoft, Facebook and Google. The case study analyses the different customer relation management issues that are faced by the company.

  • Why building the CRM is necessary for the company?
  • What are the various Amazon CRM practices?
Answer :
Organization Selected : Amazon

As per the viewpoint of Rob Binns, 2021, the customer relationship management referred as the component to synchronising and managing the business information and communication. Customer relation management is now considered the requirement of carrying out the business activities. As customer relation management is used in the company wisely with different present devices which can open up communication between the company and its customer.  The different Amazon CRM practices that are as follows:

How CRM is The Secret Behind Amazon's Success, 2021

  • Organised user interface website.
  • Personal data storage of the customer.
  • Customer interaction.
  • Tailored offers and promotions

CRM is Amazon's Success, 2021


The issues that are faced in the Amazon CRM are:

  • Creating loyalty incentives and and providing the human support to the customers.
  • In building an easy to understand user interface for the customers.
  • By using different data mining tools.


The issues can be resolved by providing a better user interface with clean and easily searchable websites for the customer so that they can be able to identify and operate the website. With the use of motivating and quality description, the customers can be able to get comfortable with the company 's policies and terms. The company can neatly organised the neat and well organised website by making well organised departments and categories. As when the customers feel easy in operating the company 's website then they will be able to know more about the policies and structure of the company and purchase products and services according to their ease.

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When the user interface will be good, attractive and easily understandable Amazon can interact to the customers with more ease through Amazon CRM. As when the website is designed systematically and user friendly the customers can feel more comfortable and understandable more about the dealings of the products and discounts offers that the company is offering to the customers.

Customer loyalty can be build by providing the support to the customers. As the customers support is the main customer relationship management issues that has faced by the company. The issue can be resolved by providing the customer support. The customers can explain the query to the customer service assistant of the company and they will resolve the queries of the customers. Amazon can appoint the various customer service assistant for the customers. So that when any query arises by the customers they are able to resolve them on time. The customer can reach out to the customer 's assistant through call or message and any Amazon staff can respond and resolve the queries. As a result when the queries are resolved the company will be able to gain the customer 's loyalty. The customer 's loyalty can be generated by providing the customer 's support. As a result the customer satisfaction can be gained towards the company. The customer support and interaction can be generated by recommended products feature. As when any customer logged in on the website for purchasing the products Amazon will recommend the products that might the customer have interest in. the company can recommend the products to the customers based on the past purchase of the customer which in helps in interacting with the customer. The customers can also check out what the other customers are viewing items and can explore the other related products with an ease. The company is offering the customer support and recommendations temptations without creating any pressure on the customers for purchasing to generate customer satisfaction and building a sense of interaction for grabbing more growth opportunities in the markets.

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The company is facing issues at data mining tools while receiving payments, providing the payment details and when any customer create account to purchase the products. As the company 's customer relationship management keeps the personal data, payment details through data mining tools. The company can provide data security of the customers so that there data can be kept safe and a clear record can be maintained. Amazon CRM stores the customer 's personal data and payment details are kept safe so that the customer 's data can be stored systematically and according to the records without having any confusions. As the data mining tools can the customers to purchase again.

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The another solution can be provided for building the customer relationship management is that the company can provide the tailored offers and promotions to the customers so that a better customer relationship can be maintained between the customer and the company. As the company 's customer relationship management brings the tailored offers and the promotion of the products based on the past purchase of the customer. So that it can be easy for the customers to to identify and determine the latest fashion trends and according to that buy their products. And when any buys any products for the first time Amazon asks the customers to set up an account for the smooth carrying of the business activities and makes customers more personalised by providing them the a personal shopping experience and gets recommended based on the interests of the customers. This allows the company to analyse and go back to what the customers has preference on the ongoing basis. The company 's customer relationship management can enhanced more to generate more revenues for the company so that the company can be able of expand globally more and increase their profit margins in the corporate markets. By maintaining a better customer relations management with the customers helps the  company to develop more and building brand image in the corporate markets.

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