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Topic: Customer Relationship Management-Acquisition and
Retention of Customers
· To acquaint students with real life example that students could relate with CRM theory
· To make students see the application of core CRM concepts. Core concepts explored in
this case study are customer service facilitation, customer retention and acquisition
strategies, personalizing the website, understanding customer differences, ECRM,
features of good CRM, meeting customer expectations.
"Work hard, have fun, make history."
Jeff Bezos who conceived the idea of Amazon.com noticed the growing trend of internet usage and was
well aware of unlimited number of possibilities open to the business world. While reviewing the
availability of catalogue of books available for shopping on the internet he observed that the catalogue of
books could not be mailed to the customers because the mail size was too large to be adequately mailed.
In order to solve this problem he came up with the brilliant idea of selling books online where anybody or
everybody could search the available stock and place orders directly online and get delivery by mail or
courier. He literally made a database of books and made it available on the net. In order to test his ideas
he asked three hundred acquaintances to test it. Due to shortage of cash he asked the same testers who had
tested the website to spread the word. With this initial referral strategy Amazon.com was able to sell the
books to over 35 countries worldwide. In order to build traffic to the website the power of CRM and web
technology was combined. During the early days of Amazon.com the organization provided 5% of the
sales that occurred due to referral. Thus one promising referral created six webpages per week by
providing interesting web based interaction interfaces and describing books of interest. By and by extra
features were added to the website like customer feedback and reviews, one-click shopping, email order
verification, customer complaint and redress systems, promotional deals like today’s deals and year end
deals, customer profile and customer recommendation section. Today Amazon has become multinational
electronic commerce company and has become world’s largest online retailer. Amazon.com started as
an online bookstore, but soon diversified into selling DVDs, CDs, MP3, cameras downloads,
software, video games, electronics, apparel, home décor furniture, food, toys, and jewelry. It also
provides its own consumer electronic items like Amazon Kindle e-book reader and the Kindle Fire tablet
computer. Separate retail websites have now been opened for separate counties like USA, UK, China,
Japan, and other European countries.
Identify ten CRM strategies that Amazon.com has incorporated to initiate a business, acquire customers,
and retain them in a successful manner.
Read the case study thoroughly and jot down the relevant points as you read through. You can visit the
website as well to see the details of the information provided in the case study. Corroborate and
correspond this information with CRM strategies, techniques that you have already studied. Your answer
should be related to both the case study and CRM theory. Your answer should not be copied from any
web-site or blog. Copied answers will get ZERO.
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