Occasionally, management skirts customer relations and engages in under-the-table investigations. Following several lawsuits from aggrieved loyal customers, who were charged several dollars more for the same item than newcomers, Amazon.com apologized for their underhanded differential pricing and discontinued the project. However, Amazon.com continues to noiselessly experiment on their website, garnering new information and augmenting their already popular website. Streamlined Ordering Process “Amazon Marketing Strategy: Report One,” notes that, “When you visit amazon.com … you can use [it] to find just about any item on the market at an extremely low price. Amazon.com has made it very simple for customers to purchase items with a simple click of the mouse … When you have everything you need, you make just one payment and your orders are processed.” This simple
system is the same whether a customer purchases directly from amazon.com or from one of the Associates. The Customer’s Opinions Amazon.com does more than pay sycophantic lip service to its customers. Each product is available for consumer reviews, and customers may rate products on a hierarchical scale of 1-5 stars. Amazon.com members may also comment on other member’s reviews. Some bemoan Amazon.com’s consolidation of different versions of a product (e.g. DVD, VHS, BlueRay of a video) into a single product available for commentary. However, this simplifies commentary and use accessibility, a preeminent concern for Amazon.com Customer Service Jeff Bezos would argue that customer service is not an addition to a corporate goal – it is the corporate goal. He calls Amazon.com, “The most consumer-centric company.” In a lecture to Massachusetts Institute of Technology students, Bezos “Tells of technological advances that have not only enabled customers to find products, (and now at 28 million items), enabled products to find customers [italics original].” Amazon.com focuses on the customer experience. It wants customers to quickly access their hearts desire and obtain it without hassle. It has spent billions enhancing and developing its website interface and customer relations.
- Fall '16
- satish kv
- Marketing, Pay per click, satisfied Amazon.com customer, Amazon.com’s website