This paper is on the customer service qualities and marketing strategies implemented by Amazon.com. It offers a brief history and description of the business, how they handle customer service situations, and interesting marketing strategies. I have also included my own personal thoughts and simple techniques that could improve these various areas.
Amazon.com; Keeping Customers HappyAmazon.com is an ecommerce website that sells an array of products including and not limited to books, CD's, DVD's, apparel, home accessories, toys, electronics and health and beauty supplies. They started off as an online bookstore selling their first novel in July of 1995. By 1996 Amazon.com started offering an associates program.
This is an online affiliate marketing program that allows other website owners to make money through Amazon.com through specially formatted links of products being sold through Amazon.Associates earn up to 15% in referral fees tracked through these special links (Amazon.com). Amazon.
com was one of the first online stores to offer this unique form of marketing. They now have annual sales of over 10 billion dollars, and a market value of over 16 billion dollars (Businessweek.com). I chose Amazon.com to write my paper on because I believe they are a great example of utilizing unique marketing techniques to keep their customers happy.
Amazon.com has a great advantage by being an Internet based business. This gives them the opportunity to be more in touch with their consumers. They do an amazing job by keeping their 'Help' department easy to navigate and understand. By offering a help section on their website the company can easily catalog and handle common or reoccurring issues. They also offer support for your problems by email or phone.
This aspect makes the customer feel confident that their issue will be handled promptly and efficiently.Through this help section customers are also given the opportunity to give feedback on their experience. They also offer a FAQ's department which helps answer commonly asked questions, and addresses common issues user have. One way that I think they could improve their customer relations department is by offering a live chat platform. This would give customers the opportunity to speak directly with a sales specialist and have their issue resolved immediately. Through adding this simple interactive customer service department feature, consumers will feel that the company truly cares about their experience.
Another great service that their website offers is a 'Personalized Recommendations' section when you log into your account. This area guides you to similar products that you may enjoy based on past purchases. From a marketing stand point this is a great platform for informing key demographics of new products. They also offer plenty of space on their home page for special sale information and new products that would appeal to a majority of consumers.When purchasing products through Amazon.com the experience couldn't be more convenient.
You initially have to set up an account with them providing them your email address and a pass code you choose and create for added security. Once you have established an account you can add a form of payment, and one or multiple shipping addresses. Amazon then stores this information, so you don't have to put it into the system again, unless you choose to make changes yourself. After that shopping is a breeze.
All you have to do is push the "add to cart" button on any products that interest you. Upon check out you are given the option to look over your items before purchasing. They also offer many forms of shipment. After you have purchased your item you can track any shipments through the 'self-service tools.
'Amazon.com has made the world of Internet shopping both convenient and safe for its customers. While they do offer amazing service to their customers, there is always room for improvement. Today our economy is suffering, and because of this, it puts a strain on people wallets. I believe that one way that they can increase their sales would be by offering special savings.
For instance, Publix Grocery Stores has lowered their prices on several different items including milk, eggs, and laundry detergent. They call this offer "Affording The Essentials is Essential" (Publix 2008). This lets their customers know that they really do care.A way I think that Amazon could utilize the same concept is in offering discounts on commonly purchased items or low shipping fees. Another area that concerns consumers is our environment.
Maybe they could design specialty 'Go Green' shopping totes that would be included as a free gift with purchases over ten dollars. So say if you spend forty-five dollars at their site, you would have the option to receive four 'Amazon Go Green' shopping totes at no additional cost. This aspect would let their customers know that they care about our environment, and will do whatever they can to help.Amazon.com is a great business model to keep in mind whenever thinking about internet businesses. From their array of products to their detailed help and customer service they have truly created an amazing online marketplace.
