AMAZON.

COM:
CUSTOMER SERVICE
CHAMPION

• Submitted by:
• Submitted to : -
Prof. Hemant Kumar 19BSP0166 Ahmad Nawaz
19BSP0200 Akansh Madan
19BSP0229 Akshat Goyal
19BSP0286 Aman Singh
19BSP0290 Amanpreet Kaur
19BSP0305 Amit Kumar
19BSP0357 Anish Gupta
 CASE OVERVIEW
The case discusses customer service at US-based e- tailer, Amazon.com,
Inc. 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.
INTRODUCTION

Founded on Base is
6 july,1995 Seattle

Started as
online Technologic
market al
place for Innovation
Books
"Amazon is guided vision is to be 1) Customer
by four principles: earth's most Obsession.
customer obsession customer-centric 2) Ownership.
rather than company; to build a
competitor focus, place where people 3) Hire the Best.
passion for can come to find 4) Earn Trust.
invention, and discover 5) Deliver Results.
commitment to anything they might
operational want to buy online. 6) Invent and
excellence, and Simplify
long-term thinking. 
PRODUCTS
Strengths Weakness Opportunities Threats
Expand its
Strong brand Easily imitable operations in
name. Cybercrime.
business model. developing
  market.
Large number
of third-party
Product Flops Expanding Imitation .
sellers.
and Failures. physical stores.
Highest
revenues in Aggressive
the industry. Limited brick- competition 
and-mortar More .
Superior presence . acquisitions.
logistics and
distribution Government
systems. regulations .
Improve
Differentiation technological
and measures .
Innovation.
 INITIATIVES
Machine Learning and AI
Capabilities

Fire TV Stick

Alexa in Your Language!!!

Amazon and Google’s Partnership

Global Initiative to Reduce Carbon

Footprint
 The GAP Model of Service Quality

1. The Knowledge Gap (Not knowing what customers

expect)

• Customers expects fast delivery of products.

• Focuses more on increasing the customer base.
• Fail to make amends when things go wrong.
2. Service Design & Standard Gap :

• Customers felt that amazon website was difficult to navigate.

• Return policy was not applicable
• Lack of customer driven service standards
 3. The Delivery Gap :

• Service operators do not deliver to service standards to the

customers due to the internal problems of the organization
which may include deficiencies in HR Policies. For e.g. In the
case of Amazon, no proper customer care interaction and
problem handler.
• A negative review by a customer highly affects Amazon
responsibility.
4. The Communication Gap

• On time delivery of product.

• Exact or Similar product as depicted in the advertisement.
Analysis of Amazon on Service Gap
Model

• By carefully following the GAP Model of Service Quality,

Amazon can make improvement on many of the aspects of
there service quality for the customers.
• What the customers expect from the company is faster
delivery, discount offers on all the payment methods ,easy
interface to access the website , return policy towards the
products offered, proper channel of communication from the
side of company to the customers and timely resolving the
issues faced.
ONLINE MARKETING
Pay Per
Click Email
Advertisin Marketing
g

Affiliate
Online Ads
Marketing
 Customer Profiling
WALKING WOUNDED
• Some of theWOUNDED
WALKING
current users who
• Some of the current users who
are dissatisfied about shipping
are dissatisfied about shipping
delays.
• delays.
Customers who faced technical
• Customers who faced technical
glitch and their cash get
glitch and their cash get
locked.
locked.
MISSING IN ACTION
MISSING IN ACTION
• Registered inactive users
• Registered inactive users
• Loyal customers of other
• Loyal customers of other
competitors
competitors
• Customers who are doubtful
• Customers who are doubtful
towards online payment
towards online payment
modes.
modes.
CHAMPION
CHAMPION
• Repeat Purchasers
•
• Repeat Purchasers
Customers who gives reviews
• Customers who gives reviews
and ratings to different
and ratings to different
services.
• services.
Early adopters of technology
• Early adopters of technology
• Those who enrolled for prime
• Those who enrolled for prime
membership program.
membership program.
TERRORIST
TERRORIST
• Dissatisfied customers
• Dissatisfied customers
spreading their opinion
spreading their opinion
through social media sites.
through social media sites.
• Hardcore I pad fans creating
• Hardcore I pad fans creating
disruptive blogs about kindle.
disruptive blogs about kindle.
MARKET SEGMENT
Segmentation

Geographic Demographic Psychographic Behavioural

Region Gender Lifestyle User Status

Density Life-cycle stage Social Class Degree of Loyalty

Age Personality

Benefits sought
 MARKETING STRATEGIES

Targeting:
The amazon website is certainly aimed at a wide audience who are interested in internet
shopping. The range of items for sale that Amazon offers would suggest that they wish to
target customers of all ages from young to the old.

Positioning:
• Multi-segment positioning.
• Adaptive positioning. 
MARKETING MIX
 Customer Insights

Building Increasing
Trust Sales

Faster Prime
Process Customers
 Customer Service Strategies
• Start everything with a core commitment to the customer
• Build a corporate culture that knows how to listen
• Give your users the power of DIY service
• Nurture a community of fellow customer support.
• Make personal interactions an easy option
• Help your buyer stay connected – wherever they are,
whenever they want
• Foster relationships between customers and brands
• Make your customer needs the driver of innovation.
Services during Covid-19
 Big Data to Build Customer
Relationship
• Personalized Recommendation System
• Book Recommendations from Kindle Highlighting
• One-Click Ordering
• Anticipatory Shipping Model
• Supply Chain Optimization
• Price Optimization
• Amazon Web Services
Learnings from Amazon Customer
Service
Don’t just listen
to your Never Settle for
customers, 99%.
understand them.
Serve the needs
of the customers.

Respect todays Don’t be afraid to

customer.
apologise.
Thankyou