Customer Centric And Brand Strategy Of Amazon †Free Samples

Question: Discuss about the Customer Centric And Brand Strategy Of Amazon. Answer: Amazon Section The mission and vision of the company is to be the one of the best customer centric company and enable people to buy online anything that they wish. The company has a culture allows the business capacity to be highly responsive to the ecommerce market. The corporate culture enables the employees to develop new ideas and work beyond the traditional conventions. To sustain competitive advantage it continues to seek fresh talent. It allows the company to be bold and customer centric. The brand strategy of Amazon is humble business start and establishment of customer centric brand positioning. The brand strategy was to create personalised signature experience on demand for customers (Laudon and Traver 2013). Amazon is pioneer in customer experience because it could well blend the technology and retail in an inventive way. It has been the part of the companys DNA to ensure innovation and focus on customer obsession. It was established as customer centric company as mission and vision was to become one (Alef 2010). The strategies used to become customer centric are understand and serving the needs of customers, aligning the companys interest with the customer. It continuously collects the data on the failure and success of customer experience. Therefore, decisions in regards to customer focused initiatives are data driven. Employees ensure on time delivery of the products and do no delay in addressing the return of products or customer complaints. The employees are apologetic about any inconvenience caused and focus on service recovery (Schmitt 2010). The employees strive to understand the customer experience throughout their journey (Lemon and Verhoef 2016). The journey of customer begins with purchasing obscure one-off purchases, to daily products. Irrespective of age, gender and socioeconomic class Amazons customer get everything theta they expect from brand and retail. The customs get swift delivery, products at competitive price, hassle free return of products and ease of access of information related to products that guides the purchasing decisions (Ignat and Maha 2012). The company own technology stacks for the websites worldwide right from front end to back end technology. The company has made significant advancement in technology, data and infrastructure. It has been key feature in customer support service and main element of Amazon success (Cronin 2014). A significant investment has been made in technology for e-commerce infrastructure, website, and databases to meet the customer experience needs. Its digital technology has transformed the customer shopping experience online. It made it easy to solve the customer crisis on time (Parise, Guinan and Kafka 2016). This technology investment allowed for patent one-click buyingfacility for customers, record purchasing history, and save customer information for ease of access. The technology is integrated to deliver a meaningful experience consistently while easily navigating the cost. These data is further used relentlessly to enhance the customer experience. The technology investments have led the com pany to engage with customers by personalising interactions, recommending and engaging with the customers across channels (Parise, Guinan and Kafka 2016). Amazon Traditional Retail Section Based on my experience from Amazon and Sainsbury in Egypt it can be said that the later can improve its business in the area of customer experience and focus less on prices. The company must better understand the needs of the customer in regards to food items and food preferences. For instance, the Pizza is most of the time chesseless and the mint choc-chip does not seem to contain the vital element. The business can improve selling quality products at fair price. Improvement in the self-service checkout will enhance the customer experience. The retail can invest more in technology for personalizing the customer shopping. It may include facility to scan items at the store and pay at the till. It will be more convenient and reduce the time in unloading the trolley bags. The delivery of products and customer complaints needs to be on time. Customers of Amazon shop around for best deal which is rarely offered by Sainsbury. A digital conversation is expected for greater shopping convenie nce. There should be less focus on the competition from discounters to reduce customer bargaining and switching over to online shopping. Other approaches that can be taken from Amazon are making an offer that cant be refused, for instance, the Gold box deals (Lemon and Verhoef 2016). Customer DNA is the complete view of the customers. Unlike the biological sense this DNA is used in themarketing sense and it refers to the customers unique behaviour and preferences. DNA of the customer can be identified by the collection of data through surveys, customer feedback and online reviews. Identical data can be matched by comparing two different databases containing different personal; information of the customers. The way to identify the customer DNA is by using Callcredit. With the help of DataDNA it is easy to identify the customers irrespective of gender, name, date of birth, or variation in address across the customer book. Callcredit DNA number is assigned to each individual to understand the crossovers between accounts and customers. DataDNA helps improves the customer profiling as new consumers are matched against the existing one for the purpose of segmentation (Deville and Mcfall 2017). Questions to ask to identify areas that work correctly are customers details such as name, email, phone, and the product the customer is interested to buy. To track the data completeness, it will be asked as to how many critical fields have been filled. Customer survey may be used to collect the one-way feedback and understand the customer journey. It is necessary to avoid barriers in disseminating information to different internal departments. The area of improvements includes identifying which customer data points to be weighted heavily. Decision making should be derived by the customer analytics. The questions to be addressed are Whats the single most important piece of customer data that can improvemarketing decision. The questions for improvement in this area may be related to quality of product and the brands expected by the customers as well as the amount likely to send for given product in the market (Fabijan, Olsson and Bosch 2015). Retails like Sainsbury can ensure greater customer experience by using artificial intelligence like Amazon to predict the needs of the customer. There is a greater need to focus on in-store experience. There should be more emphasize of small retailers on helping customers with free shipping and on time delivery. There is a need to invest in the technology to deliver the product information at right time on websites and track the purchase history data. Only by collecting feedback and analyzing the customer reviews of products that customers needs could be understood (Hassan and Parves 2013). The more customers purchase online, the better are the predictive capabilities. This aspect is the big draw for Amazon. Online reviews on product quality also help attract other customers to a great product. It will increase the purchase frequency. It will help build customer loyalty. Unlike Amazon focusing only on commoditized products, small and other big retails always have the option to stock hard-to-find products. Sainsbury can improve its online purchase by providing one click facility like Amazon. The employee must be trained to instill the customer centric principle like Amazon to better understand the online purchase trends. To match the customer needs just like Amazon, it is recommended to use the philosophy of Kaizen. It is to maximise the efficiency using the elements like order processing that directly impacts the bottom line (Ritala, Golnam and Wegmann 2014). References Alef, D., 2010.Jeff Bezos: Amazon and the eBook revolution. Titans of Fortune Publishing. Retrieved from: https://books.google.co.in/books?hl=enlr=id=_a6JikIp9IsCoi=fndpg=PP3dq=Amazon+is+pioneer+in+customer+experience+ots=bQjvc9E5iXsig=yP6y0C8d5I4busUl6VjDIDYFElo#v=onepageqf=false Cronin, M.J., 2014. Amazon fast tracks transformation. InTop Down Innovation(pp. 49-60). Springer, Cham. Deville, J. and Mcfall, L., 2017. The market will have you: The arts of market attachment in a digital economy. InMarkets and the Arts of Attachment(pp. 118-141). Routledge. Fabijan, A., Olsson, H.H. and Bosch, J., 2015, June. Customer feedback and data collection techniques in software RD: a literature review. InInternational Conference of Software Business(pp. 139-153). Springer, Cham. Hassan, A. and Parves, M., 2013. A Comparative Case Study Investigating the Adoption of Customer Relationship Management (CRM) The Case of Tesco and Sainsbury's.International Journal of Managing Value and Supply Chains,4(1), p.1. Ignat, I. and Maha, L.G., 2012. E-commerce across United States of America: Amazon. com.Economy Transdisciplinarity Cognition,15(1), p.252. Laudon, K.C. and Traver, C.G., 2013.E-commerce. Pearson. Retrieved from: https://www.cpe.ku.ac.th/~mcs/courses/2008_01/214571/slides/Laudon_Traver_E-commerce4E_Chapter09.pdf Lemon, K.N. and Verhoef, P.C., 2016. Understanding customer experience throughout the customer journey.Journal of Marketing,80(6), pp.69-96. Parise, S., Guinan, P.J. and Kafka, R., 2016. Solving the crisis of immediacy: How digital technology can transform the customer experience.Business Horizons,59(4), pp.411-420. Ritala, P., Golnam, A. and Wegmann, A., 2014. Coopetition-based business models: The case of Amazon. com.Industrial Marketing Management,43(2), pp.236-249. Schmitt, B.H., 2010.Customer experience management: A revolutionary approach to connecting with your customers. John Wiley Sons.