INDUSTRIES- E-Commerce

COMPANY- Amazon
DEPARTMENT- Consumer Service Executive

PGDM- 2
GROUP NO.- 6

Submitted by
Molika Mathur [2022-3006-0001-0002]
Ayush Sarda [2022-2307-0001-0002]
Rohan Pareekh [2022-2107-0001-0012]
Manas Srivastava [2022-2107-0001-0008]
Teklal Damahe [2022-2205-0001-0008]
Sector Information: - E-Commerce

E-commerce which is otherwise known as electronic commerce is the platform

where one can do electronically buying or selling of products over the Internet.
E-commerce can be done on technologies such as mobile commerce, electronic
funds transfer, supply chain management, Internet marketing, online transaction
processing, electronic data interchange (EDI) and automated data
collection systems.
E-commerce typically uses the web for at least a part of a transaction's life cycle
although it may also use other technologies such as e-mail. Typical e-commerce
transactions include the purchase of products (such as books from Amazon or
Flipkart) or services (such as music downloads in the app itself like Spotify,
Wynk etc). There are three areas of e-commerce: online retailing, electronic
markets, and online auctions. E-commerce is supported by electronic
business. The existence value of e-commerce provides consumers to purchase or
sell online and pay online through the internet, saving the time and efforts of
customers and enterprises, greatly improving transaction efficiency, especially
for busy office workers, but also saving a lot of valuable time.
E-commerce businesses may also consist the following:

• Online shopping for retail sales direct to consumers from web

sites and mobile apps, and conversational commerce from live
chat, chatbots, and voice assistants.
• Providing or participating in online marketplaces, which process third-
party business-to-consumer (B2C) or consumer-to-consumer (C2C)
sales.
• Business-to-business (B2B) buying and selling.
• Using demographic data through web contacts and social media.
• B2B electronic data interchange.
There are five essential categories of E-commerce -

• Business to Business
• Business to Consumer
• Business to Government
• Consumer to Business
• Consumer to Consumer

In 2022, the Indian e-commerce market is predicted to increase by 21.5%

SOURCE- IBEF
Company Information: -
Amazon is an American multinational technology company that focuses on e-
commerce, cloud computing, digital streaming, and artificial intelligence. It has
been referred to as "one of the most influential economic and cultural forces in
the world", and is one of the world's most valuable brands. It is one of the Big
Five American information technology companies,
alongside Alphabet, Apple, Meta, and Microsoft..

Products And Services

Amazon.com is an e-commerce platform that sells many product lines which

includes: -
➢ Media (Books, Movies, Music, And Software),
➢ Baby Products,
➢ Consumer Electronics,
➢ Beauty Products,
➢ Gourmet Food,
➢ Groceries,
➢ Health And Personal Care Products,
➢ Industrial & Scientific Supplies,
➢ Kitchen Items,
➢ Jewellery,
➢ Watches,
➢ Lawn And Garden Items,
➢ Musical Instruments,
➢ Sporting Goods,
 Training Need Analysis

•Establish •Goal is to •Define the •Knowledge, •Check

Organisational Support

Requirements Analysis

Job Analysis

Person Analysis
Organisational Analysis

relationship build better target Job: - Skills & performance

with relationship Sales Executive Abilities (KSAs) regularily
management with the manager. Required: - •Identify the
. distribution •Training need •marketing skills skill lacking.
•Establish partners. analysis •Business •Determine the
relationship •Determine methods: - Communication
with Org. approaches
training •Direct skills
which which
members. climate observation. •Nagotiation can improve
•Identify •Interview. skills
external & the lacked
•Focus Group •Public speaking skills.
legal factors. •Customer
•Assessments/
surveys. relations.
•relevent •time
leterature management
review. •Product
•Records & knowledge
report studies.
 Training Model

Organizations Like Amazon needs to continuously upgrade their employees with

add on training programs. Nowadays, customer belief and technology are
constantly growing. The core of Amazon’s training plan for customer service
generally will be “How can they train their customer service employees by their
training gaps and achieve business Goals through training?
Generally, there are four types of Training Model which are generally used in
many organizations:
• ADDIE MODEL
• KRICKPATRICK MODEL
• CIRO MODEL
• 70 20 10 MODEL
ADDIE model is the most popular model of training used by Amazon
organization trainer to plan and create a effective learning process. Thus amazon
also follows ADDIE model to train their employees to give them training which
refers to upgrading their new and current employees skills that they need to
perform their jobs to attain the organization goals and also development which
refers to formal education and assessment of personality & ability that helps
employees to perform effectively in current and future job in Amazon.

SOURCE: - https://www.aihr.com/blog/addie-model/
There are five steps involved in ADDIE Model for Amazon Customer
service:
• Analysis: - In this phase, the problem is identified, the training need is
analyzed, the target audience is the Customer Service of Amazon and the
learning goals are listed and helps to analyze the gap between the actual
and the company’s desired KSA (knowledge, Skills and Attitude). In the
amazon company if properly performed one will be able to find the who,
what, where, why and by whom for the training program. Analysis is the
process of defining what is to be learned.

• Design: - The design phase of the ADDIE model is where Amazon tries
to find any performance gaps which are identified in the analysis phase,
complete the training outline, and secure management approval. In this
phase Amazon main focus is on learning objectives, content, lesson
planning, exercise, subject matter analysis and assessment.

• Development: - The development builds on both Analysis and Design

phase and this includes generate of lesson plans and lesson materials to
address the training gaps of the customer service employees. It happens,
after the approval of Design process. Thus, it involves creating and testing
of learning outcomes of Amazon’s Customer service employees.

• Implementation: - This phase shows the ongoing modifications of the

program to make sure maximum efficient and positive results are obtained
for benefit of the organization and the employee. Training content is
prepared and delivered. Design evaluation is mainly done in the
implementation Stage. It refers to actual delivery of the instructions
whether a computer based or classroom based.

• Evaluation: - This is the last stage which is Evaluation stage. The main goal
of this stage is to determine that if the Customer Service employee’s goals
has been met or not. This phase measures the effectiveness and
efficiency of the whole training process. It is to ensure that the Customer
service employee receive a proper a knowledge and skills they need to
reach a desired result of outcome in a course.
 Training method

ON-THE JOB TRAINING (TOP LEVEL, MEDIAL LEVEL)

50%WORKING-50%TRAINING
(Line manager is responsible)
Required training for customer service manager
➢ COACHING: - Senior Customer Manager will be the trainer.
➢ Behavior, rules...etc. will be taught
➢ Need to listen the trainer
➢ One-to-one training program

❖ JIT (JOB INSTRUCTION TECHNIQUE)

❖ KSA based training
❖ Knowledge
❖ Skill
❖ Attitude
 Training Calendar
Amazon Training calendar
Year / Mon Tue Wed Thu Fri Sat Mon Tue Wed Thu Fri Sat Mon Tue Wed Thu Fri Sat Mon Tue Wed Thu Fri Sat Mon Tue Wed Thu Fri Sat Mon
Month 2022 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31
Jan Communcation Training

Effective Complaint
Feb
Handling Skills Training

Customer Service
Mar
Management Training
Team Work / Team
Apr
Building Trianing
Managing Customer
May
Expectations Training
Telephone skills and customer Technical skill
Jun
care Training Traning
Jul Crisis Management Trainig
Aug Emotional Intelligence Training
Sep
Oct
Nov
Dec