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Amazon.com: Customer Service Champion (2015)
Abstract
The case discusses customer service at US-based e-tailer, Amazon.com, Inc. (Amazon). Amazon evolved from being just an online bookstore into one of the largest e-commerce platforms in the world where customers could find and discover anything they wanted to buy online in a more convenient way. Customer service, loyalty, and customer retention were the three important aspects of Amazon's service culture. Experts were of the opinion that over the years, the customer base of Amazon had increased significantly due to its high levels of customer service. In addition to consumer customers, Amazon offered marketing and promotional services for third-party retailers and web services for developers. It allowed third party vendors to sell their products on its website. |
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Issues
The case is structured to achieve the following teaching objectives:
- Understand the importance of customer service, particularly in the online retail industry.
- Understand various concepts in customer service and customer relationship management.
- Understand how companies can leverage big data and technological and IT infrastructure for better customer service.
- Study the customer-centric philosophies of Amazon, the systems and processes, and how these have contributed to the success of the company.
- Analyze the factors that contributed to a strong customer service culture at Amazon and how some of the negative aspects associated with its customer service can be improved upon.
- Explore strategies that Amazon can adopt in the future to attract more customers.
Keywords
Customer service,Customer Relationship Management,Customer loyalty,Customer retention,Customer-centric philosophies,Customer service culture,Customer obsession,Customer satisfaction,Innovation,Technological infrastructure,IT infrastructure,Big data
