Amazon.com: Customer Service Champion

            
 
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Case Details:

Case Code : MKTG243
Case Length : 25 Pages
Period : 2008-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Amazon.com, Inc.
Industry : Online Retail Industry
Countries : USA, Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.



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Introduction Contd...

Talking about Amazon's customer service, Jeffrey P. Bezos (Bezos), founder and CEO of Amazon, said, "Internally, customer service is a component of customer experience. Customer experience includes having the lowest price, having the fastest delivery, having it reliable enough so that you don't need to contact [anyone]. Then you save customer service for those truly unusual situations. You know, I got my book and it's missing pages 47 through 58."5

Amazon, a Fortune 500 company6 based in Seattle was founded in 1995. It started as an online bookstore where customers could find millions of book titles and rate and post their own reviews of books.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

The company later offered a wide variety of other goods such as CDs and DVDs, kitchenware, electronics, toys and games, auto & industrial tools, and computers. It adopted advanced technologies to make online shopping easier and more convenient for customers.

In less than ten years of its launch, Amazon evolved from being just an online bookstore to an Internet retailer where customers could find and discover anything they might want to buy online at reasonable prices...

Excerpts >>


5] Heather Green, "How Amazon Aims to Keep You Clicking," www.businessweek.com, February 19, 2009.

6] The Fortune Global 500 companies list includes the top 500 companies in the world based on their revenues. The list is published by the Fortune Magazine annually.


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