crm ppt 2003
TRANSCRIPT
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Post implementation benefits of CRM
amazon.com
By : Guddal Bhai Saurabh Choubey
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Company overview
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Overview: Amazon operation
• Uses the particular characteristics of web , the ability to allow people to dialogue with each other.
• Uses direct marketing technique of rewarding its best customer with valued reviews.
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Overview cont…
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• Spending on Internet banners favours those who are already online shoppers, thereby focusing spend on heavy users. • Furthermore, the investment in quality has been instrumental in creating stunningly effective word of mouth.
•Category level analysis shows that one-third of customers generate 67% of sales. (Source: BrandZ 2000 study)
•In the first three months of 2000 alone, during the high growth phase of the Internet, Amazon.com acquired 3 million new customers, with virtually no significant investment in recruitment.
Amazon targets existing web users as theirPrime audience.
Invest according to customer value
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Data Flow
http://www.google.co.in/search?q=amazon+crm+techniques+filetype:ppt&hl=en&num=10&lr=&ft=i&cr=&safe=images
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Optimization of whole CR
• “When people ask me if our customers are loyal, I say, 'Absolutely, right up to the second somebody else offers them a better service.”
• He is determined to make customer service “the cornerstone of Amazon.com”, wanting to make Amazon.com the most customer-centric company on the planet , the most customer-centric company in history.
• The investment in service is also seen as an investment in marketing communication, not only immediately to the online customer, but also through word of mouth.
• “It was seeing how successful word of mouth was in the first year that really led us on this path of being obsessively, compulsively, focused on customer service
• Instead of putting 30% of resources building great customer experience, and 70% shouting about it,
• The optimal thing to do is to spend 70% of your time, energy, focus and dollars building great customer experience and 30% shouting about it”.
Jeff Bezos CEO
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Optimization of whole CR
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Trustworthy in ethics and brand values
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Services each customer appropriately
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Objectives achieved through CRM
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Relationship management at all touch points
It adds up to a powerfully imaginative tool for social bonding and increasing sales. Even critical reviews by other readers that put you off purchasing increase trust in the brand.
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Amazon.com bonding
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Customer responses
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Customer responses
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Tremendous ACSI score
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Thank you