Customer relationship management can be elaborated as a tactical process that

develops an interaction between the customer and the company wherein the
ultimate goal is to maximize customer satisfaction along with maximizing the
company’s revenue. Payne’s model draws out five core process that include
strategy development process, value creation process, multichannel integration
process, performance assessment process and information management process.
All in all, it is an integrated model. We can understand it better by taking the
example of Amazon. Under the strategy development process, two angles are
involved – the business point of view and the customer point of view. Amazon’s
vision is to have to A to Z of all products in its platform and hence it can cater to
a large number of customers. It also uses multichannel integration process
wherein Amazon showcases products on its website and uses different marketing
channels. In the USA, Amazon has also opened up an Amazon Go store which
makes use of virtual reality, machine learning and other technology. Users are
firstly required to download the Amazon Go App, scan it when they enter the
store and then the store allows customers to pick up whatever they want and it is
automatically added to the customer’s virtual cart. Even when a customer decides
that they do not want a certain product, they can put it back and the virtual cart
will remove it. This technology is one of a kind and creates a unique customer
experience that draws them more and more towards this concept. The
Servicescape Model is also involved in this concept, it deals with the impact of
the physical environment on the delivery of the service. Amazon Go’s physical
technologically driven environment lures customers. Another way, to enhance
customer satisfaction is to carve out Loyalty Programs. Again, taking Amazon’s
example, its Prime Membership Program has paved the way for premium
loyalty programs. The Prime Membership gives customers exactly what they
want – exclusive discounts, faster shipping and rewards.