Posted: April 29th, 2021

Home Work 7777 essay

1) The article I choose discusses Amazon’s customer relationship management strategy. Amazon uses Operational CRM that helps manage relationships and communication with customers. They know how to deal with millions of customers without meeting them in person. In my own experience, Amazon provides one of the best services that allow making quick purchases. Amazon has its CRM software that is built to personalize its requirements and needs. The article provides 5 ways Amazon uses CRM. When you make a purchase, Amazon asks to create personal accounts so it is easier to make future purchases and also keep track of orders. Amazon uses customers accounts as a marketing mechanism for promotions and offers based on previous purchases. I usually do get recommendations of products based on what I purchased. Second, this software allows them to save customer data. With a personal account, all future purchases can be made fast and easy because it stores all personal, payment, and address details. It also allows to access order history, the status of delivery, and amounts spent. Third, when customers log in to their account, they will see many products based on past buying habits. The new feature of Amazon is the ‘customers who bought this item also bought.” It allows Amazon to promote products we weren’t even looking for. Next is customer support. An automatic return policy doesn’t require service staff. If there is an issue, the customer can speak or chat with a customer service assistant. Lastly, CRM influenced the growth of its services. The invention of the Kindle offers wide book suggestions. Also, Amazon prime video became one of the biggest streaming services.

2) This week I am researching CRM technology used for a product/service that I personally use and am interested in learning more about! Since COVID, I have not been wearing much makeup, however I have really gotten into skin care regiments and new products. The “maskne” issues have caused me to reevaluate how I treat my skin and what products I should be using in the future. Since I am doing trial and error to see what works best, I have signed up for several beauty box services. The companies that I have signed up with include: Birchbox, Boxy Charm, and Ipsy. I am going to evaluate Ipsy, just for the sake of this company being the largest, thus having the most information available. These companies are super interesting to me because they have capitalized on analytical CRM technology to deliver products to customers that hinge on keeping them subscribed to their services. Ipsy initially has customers take a “personalization quiz,” giving them an idea of basics relating to their customers: ie., skin tones, skin types, beauty interests, etc. Then the company comes up with different variations of products that will be sent out in their boxes, matching certain items to their various customer base. To follow up, Ipsy offers reward points for reviews of the products they sent. This incentive feeds back into Ipsy’s analytical CRM system by comparing what items their customers enjoy to their profiles. There are other companies using the same type of software to market preprepared sample items to customers, mostly I have noticed this in the fashion and beauty markets, but I think we are going to see a lot more of this type of sales in the future!

3) For this assignment, I have chosen to do CRM at Amazon. I chose this because I’m always ordering things off of amazon and I feel it’s important because of how big the company is. Amazon has been called the “Amazon Effect” due to successfully managed relations with millions of people without being face-to-face. The type of CRM that amazon uses is salesforce, they built their own CRM software in house which is tailored to its exact requirements and needs. The top five ways they use CRM are: Data collection, personal data storage, recommendations, customer support and kindle marketplace. With data collection, they have each customer set up a personal account which they can do many things with such as keep track of their orders, make future purchases and receive emails with offers. With their personal data storage, it saves your payment and address information. Which I love since I’m always ordering something from amazon. They recommend products based off of your past buying habits, and now have brought in the “customers who bought this also bought this” which can be extremely helpful in some cases. Their customer support is amazing, there return process is all online. Lastly, their kindle marketplace wouldn’t be the same without CRM. My family and I all use the same amazon prime account, the app makes this extremely easy, it keeps each of our credit card data in the system so whoever purchases something can just change the card information to theirs and make their order.

4) Uber has grown to be one of the most popular ride-sharing apps. They have even expanded into new markets with Uber Eats, a food delivery service, and micro-mobility options for getting bikes or scooters. With this popularity and success, Uber chose to use Salesforce software to manage its CRM tasks. Salesforce is an operational CRM software used to streamline and automate business processes with marketing, sales, and customer service.The main ways Uber uses CRM is through listening to its customers, targeting the right audience, and cultivating customer loyalty. Uber listens to its customers by extracting data from social media platforms and storing them as contacts. This allows them to quickly address and solve any complaints made, which helps them maintain their public image. With audience targeting, Uber uses CRM to gather the demographic information of its customers. With this information, they can create more personalized marketing campaigns based on the user. Finally, Uber created Uber Rewards to help build their customer loyalty. With Uber Rewards, you get points for every dollar spent, which can be traded in for benefits. They even have different membership levels based on the number of points you have, creating even more of an incentive to be a loyal Uber customer. CRM is crucial to the success of a company. The company needs to understand who its customers are and how to best support and market to them. With a good CRM strategy, companies can optimize customer interactions and provide the best service leading to happy and satisfied customers. Uber has developed a CRM strategy that has put them ahead of competitors, making them a market leader.

5) The article I chose to read was about how Apple uses CRM. Steve Jobs once said “you’ve got start with the customer experience and work backwards to the technology.” Apple uses a form of Operational CRM to help improve current customer relations and form new ones. Apple requires all users to create an apple ID to help track purchases from their store and give recommendations. This system is similar to Amazon’s successful CRM strategy. Apples Operating system (IOS) is notorious for its high loyalty rates (89%) and they put a huge emphasis on technical support such as helping customers set up new devices and one on one meetings with specialist. This focus on the individual customers has led to Apple creating a large following. Furthermore, Apple has always pushed itself to meet the needs of their current and future customers by creating game changing technology. Some examples were iTunes, the first legal online music catalog or the first iPhone which laid the groundwork for most smart phones today. Apples stores are also focused on the customer’s experience. They have all their latest technology out and ready for customers to look at and try. Their stores aren’t your conventional retail stores and they encourage customers to appreciate the technology of their products. This also goes for the store employees, instead of training the employees to think sales they train them to prioritize the customer rather than the product. “The immediate sale is good, but an ongoing relationship is more profitable.”

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