CUSTOMER RELATIONSHIP MANAGEMENT

Customer Relationship Management

Customer Relationship Management

Introduction

The main purpose of this paper is to identify the extent to which the customer relationship management strategy and processes can be helpful in achieving the effective customer intimacy for the mutual benefit of both the organization and customer. The company which has been identified for the application of customer relationship management strategy and processes is Amazon. Amazon is an online bookstore and is expanding into the other areas of online retail. Amazon is the leading player in the e-commerce industry. Amazon considers that the customer satisfaction is paramount and it is one of the most important factors for success of company. Amazon accepts that it is pleased that its dealers access high quality standards in the areas of logistics and customer service to offer. In particularly busy time for Christmas, Amazon's shipping and customer service continue to meet the highest standards. One way to maintain high customer satisfaction, which brings an Amazon dealer also a wealth of benefits, is participating in the Fulfilment by Amazon program (FBA). The benefits of e-CRM for the Amazon are primarily set in the area of marketing and commercial repercussions.

Implementing a CRM strategy at the Amazon requires changes in the thinking of the organization that is culture, business processes, technology, marketing strategies, etc. The information generated by the CRM should be used to develop sales strategies and services, so that they are unique and appropriate for each client. CRM strategies must be implemented and evaluated consistently at all points of contact with customers (Cunningham, 2002).

What is Customer Relationship Management (CRM?)

The key concepts for understanding the concept of customer relationship management are customer and client portfolio. Customer is a stakeholder which can be defined as a company that participates in the exchange value of the company to meet their needs. The focus of CRM is the customer. Through central data storage of all information on customers and providing for all business sectors, the relationship can be optimized to the customer. CRM systems are usually used in the areas of sales, marketing and service. The most significant benefits of CRM are increase in customer satisfaction, more efficient and effective customer service, competitive advantage through rapid and intelligent information management and use of information across sales, marketing and service departments (Kannan, 2001).

Amazon.com is the leading online store; it is the largest association of Internet commerce. One of the advantages of FBA is that customer service is supported by Amazon. This includes customer questions, refunds and returns. Its online centre provides assistance to client's pages and details to contact Amazon. If a customer wishes to return a product, Amazon head to its online returns centre. Company expects a total of 1,500 employees at the end of 2012 and provides an injection of $25 million to the Costa Rican economy in 2013.

At Amazon, the Customer Relationship Management enable necessary technology to obtain the competitive advantages for optimizing sales and marketing resources, and both allow effective and satisfying customers with reference to the products ...