“The key objectives of Customer Relationship Management are to increase customer loyalty, improve profitability and to generate excellent word of mouth recommendation. Service delivery, support and CRM are aimed at improving all aspects of the customer experience.” For example, in the case of Amazon, Jeff Bezos has always regarded positive customer experience to be a vital ingredient for the Company’s success. Explain in detail how Amazon and other highly successful e businesses use customer service and support to enhance relationships with customers and make suggestions as to how you would advise the senior management team of e businesses to further improve the way that their organisations are perceived by customers. You are expected to demonstrate wider reading around the theory of e-Customer Relationship Management.
Communicates with customers by emails, social media adverts and direct mail. Also offering customer opt in/out options, so customers receive information relevant to them Sizzle The personalised experience gives customers ease and convenience, helping to enhance the relationship as customers become reluctant to convert to other brands Save Personalisation for each customer is costly as it requires continuously collect data and update customer profiles. However, it is a worthwhile investment which will lead to satisfaction, long-term customer relationships and profitability. Chaffey and Smith say “repeat business is, on average, five times more profitable than new business” (Chaffey & Smith, 2013, p. 131). It is suggested “80% of consumers are more likely to make a purchase from a brand that provides personalized experiences” (Forbes, 2020), therefore this is a smart investment for Amazon.
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