a)Explain customer relationship management systems and how they can help organizations understand their customers. (400 words, 35% Marks)

(b) During (COVID-19) situation most of the organizations use CRM to promote their sales, Critically, show how Amazon success in their business with help of utilizing their relationship with customer. (400 words, 35 % marks)

(c) Elaborate on how organizations could evaluate customer management, show how Amazon benefit from this step ((300 words, 20 % marks)

(d)Reflect on the experiences of working on your TMA and assess how it has developed your understanding of the course concept (100 words, 10 % marks).

By Rob Einns I Senior Writer IUpdated: 20 April 2021 Amazon. No, we're not talking about the South American rainforest. But when it comes to sheer size, we might as well be. Amazon is an ecommerce goliath - a household name where you can buy amost anything you might want or need, and have it delivered the next day. So, whats been the secret behind its massive success? Amazor's world class Customer Relationship Management (CRM) strategy, of course. Amazon is growing every year. In Q3 2020 alone, it reported a colossal $96.15 bilion in net sales - a 37.4% increase from the same period in 2019. Its founder Jeff Bezos is on track to be the world's first ever trilionaire - although the company itself surpassed that particular milestone a year ago. So just how did Amazon's CRM take it from its humble roots as a garage-based online bookseler to unfettered digital dominance? Developing its CRM strategy has helped Amazon retain customers, and talor its service around the individual. And crucially. it's helped it sel to its milions of loval customers not once, but again and again, while fighting off swams of competitors. The Amazon History 1994: Jeff Bezos founds company as an coline bookseller. 1997: Reaches one milion customer accounts. 1998: Expands into seling CDs and DVDs. 2001: Makes first pront in finsl quarter of year. 2005: Launches Amazon Prime. 2007: Launches the Kindle e-reader. 2017: Acquires supermarket chain Whole Foods Market. 2020: In February. Amazon becomes just the fourth tech company in the work to reach a valuation of $1 trilion. 2021: Amazon purchases 11 aircraft from Delta Air Lines and WestJet Aultines to join 'Amazon Air' - the ecommerce titan's burgeoning entry into the cargo network space. Amazon's CRM strategy: the secret to success We see our customers as invited guests to a party, and we are the hosts. It's our job every day to make every important aspect of the customer experience a litlle bit bettef: - Jeff Bezos, founder and CEO of Amazon A strong emphasis on the customer is the foundation of Amazon's success - and it's the companys intelligent use of CRM that has enabled this. Developed in-house. Amazon's CRM sofware captures customer data at the point of purchase, which it uses to instantly customize its users' online experience. So whiy do customers keep coming back? Well, Amazon's interface is simple and easy to use. You can view your own order history and how much you've been spending, and retums are handled switty through the system. Re-crdering is a breeze, and you can track your purchase through every stage of the delivery process. All of this is down to how Amazon has managed to overcome common CRM problems, as well as the ecommerce giant's intuitive use of CRM sothare. Let's take a look at how it works. 1. Tailored offers and promotions When you buy something on Amazon for the first time. Amazon asks you to set up an account. Whr? Because it makes for a smoother and more personalzed experience, as youll get recommendations based on your interests. This allows Amazon to tap back into what you like and sell to you on an ongoing basis. Amazon's CRM brings you tailored offers and promotions based on your past purchases - a popular approach to CRM that's also wel-utilized by the likes of_Apple and Uber. 2. Personal data collection and storage Amazon's CRM stores your personal and payment details when you create an account to buy something. And no, it's not for any sinister, shadowy purposes (we hope!) - it simply makes it that much easier for you to purchase again. You can crder with one click - knowing that your personal data is protected by Aunazon Pays industry-leading fraud prevention tools - and have your item arrive the next day. With that in mind, it's not hard to see why Amazon are crushing the competion. 3. Recommendations Another great thing about Amazon's CRM is the fecommended products feature. When yourre logged in, Amacon will recommend products that might interest you based on your past purchases. You can also check out what people viewing an item also bought and explore related products with ease. Offering these temptations without pressuring the customer is what's helping Amazon tum over billons every year. 4. Customer support The big one, you ean deal with almost every issue you might have as an Amazon customer through your account. The retums process is all deat with online too. And if there's something that does require you to speak with a customer service assistant? CRM to the rescue again. Any Amazon staff you speak to will have your details at the ready. meaning quick and efficient resolution to all problems - and more satisfied customers. 5. Evolution of services Amazon's use of CRM has been influential in the growth of its services. Its dedication to its customers led to the invention of the Kindle, while Amazon's 3 online Kindle Marketplace offers a tailored experience with unique book suggestions. Amazon Prime Video has also become one of the biggest streaming services out there. It offers hand-picked film and TV choices for each customer, which wouldn't be possible without CRM. Want more? discover how CRM is redefining the success of other major brands or jump straight into choosing a CRM system for your business today