Amazon's Crm Intitative How It Evolved In Past Years And Added To Its Critical Success Ifmr Assignment

3939 words - 16 pages

EXECUTIVE SUMMARY
Organizations under E commerce industry seek to attain core competence by creating a unique process to collect personal information about customers and their buying trends through Customer Relationship Management. CRM is about understanding who ones’ customers and potential customers are, and nurturing the relationships one has with them. It is also about understanding the needs and behaviors of these people, whilst reacting to them, and adapting as these changes.
This report evaluates how a service based organization -Amazon uses Management information systems as a vibrant tool in attaining competitive advantage through efficient acquisition and management of information.
The study involves assessment of the best MIS practices in place for Amazon throughout its value chain activities. Uniqueness of MIS in technology, process and the systems that Amazon use right from the initiation of the end user (prospective customer) with the website till the payment and delivery mode is being selected.
Management information systems aids organization and its system to integrate in an effective and efficient manner to bring out the synergy between the interactions of the people and information systems. MIS facilitates management decisions at the strategic and operational levels of an organization. The CRM strategy of Amazon reflects the successful alignment of information systems with the overall strategic goals of the organization. Amazon has been fine tuning its E strategy by means of keeping its website systems unique and separate from that of its order systems. MIS has played a crucial role in the development of the company on global context. Amazon has used MIS as a vibrant tool to streamlines its management activities and that at the same time has ensured that the customers are offered with diversified services. In the process of collecting and integrating data with appropriate functions of an organization the role of enterprise resource management systems has been crucial. The uniqueness of ERP systems lies in its ability to integrate the external and the internal information influencing the management of functions within an organization.
Figure 1: JEFF BEZOS, FOUNDER AND CEO AMAZON.COM
Customer relationship management has turned to be the buzz word amongst growing E commerce
organizations. CRM aids the organization in streamlining its information towards marketing, technical assistance and offering service for customers. The success of implementation reflects in the effectiveness and efficiency of organization in reaping the maximum benefits out of the information collect about interaction of customers with the organization.
Introduction to Amazon
Amazon.com, Inc., is an American electronic commerce and cloud computing company based in Seattle, Washington that was founded by Jeff Bezos on July 5, 1994. The tech giant is the largest Internet-based retailer in the world by total sales and market capitalization. Amazon.com started as an...

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