CRM at Amazon

• Maintaining Database of customers

– Customers registered them on company’s websites
– customers can be emailed with offers and
promotion based upon their past purchases.
• PERSONAL DATA STORAGE
– When a customer makes an account all its personal
details, account information, address and contact
details are stored for easy and quick future
purchases
 CRM at Amazon
• Giving Recommendations
– Amazon recommends a number of products to the customer in which he
might be interested
– customer who bought this’
• CUSTOMER SUPPORT
– The return policy of Amazon is totally online. Incase of any issue with the
product the customer calls the customer service operator who has complete
access to the information of the customers purchase history etc. This helps
and makes the return policy easy and all issues are dealt with efficiently and
quickly.

Adopted from Kaur, J. (2016). Customer Relationship Management: A Study of

CRM Policies of Different Companies. Global Journal of Finance and
Management, 8(2), 153-159.
 CRM at ICICI
• Collecting Data
– Bank collects all the data from customer
application form and gets the personalized
information to know which product to offer to
which customer. This process helps in collecting
the data and knowing what the customer wants.
• Centralized Software
– The data collected through customer application
forms is available at one server and can be
accessed anytime, anywhere. So, this helps in the
further process of customized offerings and cross
–selling.
• Wide Range of Offerings
– After collecting the data from the customer, team
decides what product to offer to which customer.
In case the bank recognizes a valuable customer
and offers a more customized service
• Cross – Selling
– If customer has savings account with the bank
then they offer him a insurance, fixed deposits et
• Feedback
– The customers feedbacks on the service,
technology used, employee behavior and
promptness in solving customer’s problems, are
taken and they are analyzed.
 CRM SOFTWARE
• Technology Driven CRM
– It facilitates the coordination of multiple business
functions but also to support to coordinate
multiple channels of communication with the
customers as face to face, call centers, ATMs, web,
telephones, kiosk, bank branch and sales
associates etc.
• ICICI bank uses CRM Software - SIEBEL.
• Customer touches the bank from a number of
channels, namely call centers, bank branch,
ICICI centers, ATMs, Web and SMS.
• SIEBEL provides
– Automated Process Flow Technique
– Generate Customized Report
– Promoting Cross Selling
• SIEBEL
• Complaint and Query management
• Customer Retention