Intelligence Resource (IR)
Praktisk Intelligence (I)/Business Intelligence (BI)/
OmverdensOvervåking (OO)
Kunnskapskilden
Intelligence/Business Intelligence/ OmverdensOvervåkingE-BusinessInternet Marketing IntelligenceInternett MarketingWeb utviklingsprossenCD/Video utviklingsprossenTips& TriksLinker |
Kunnskapskilden – E-Business
Kunnskapskilden – E-Business –
E-Business, E-Customer, Relationship and Interactivity
Dissertation
The E-Business, the E-Customer,
their Relationship and Interactivity
Jan Vig
Dissertation av Jan Vig om E.Business, E-Customer, Relationship and Interactivity (286 sider) i forbindelse med Masterstudie i Information Technology and Communication Juni 2000.
The E-Retailer Business, the E-Customer,
their Relationship and Interactivity
Table of Contents
Chapter 5 |
A Successful Case Study Amazon,com |
Chapter Five A Successful Case study – Amazon.com5.1 Introduction |
5.4 |
The Secrets of Amazon.com |
According to Firmware (1999):
Amazon.com is not successful because of its online credit card authorisation system.
Rather, Amazon.com’s success is mainly due to its superb customer service,
based on respect and trust and enabled by its systems,
which in turn drives sales of its books, CDs, and videos.
For Amazon.com, credit card transactions are vital since they facilitate
the interaction between buyer and seller.
But the credit card transaction comes at the end,
not the beginning, of that interaction.
At the beginning, what is required is establishing trust and forming a relationship with the customer.
Amazon.com has proved two things: (Birch, Gerbert, & Schneider, 2000:17)
“E-Customer can sell goods successfully over the Internet and E-tailing can take significant market share from traditional retailers.”
Jeff Bezos, Amazon.com’s founder has laid down what amount to three basic rules for his staff that capture the spirit of Amazon.com: (Birch, Gerbert, & Schneider 2000:17-18)
|
Amazons success has been driven by a number of other important principles it has followed: (Birch, 2000; 18-19)
|
Amazon.com was one of the first E-Retailers to convert massive numbers of their browsers into customers and still has a high conversion rate among first-time users. Amazon.com is quick to point out to its users the security of the transactions that they may make and gives further information if requested. It manages the first time buyers process extremely well. The data it needs to collect to allow a first-time purchase, name, address, credit card details, etc., are just as comprehensive as in other Internet stores, but its steps are well structured so that the customer feels logically led to the purchase, rather than feeling ‘I want to buy a book, why do I have to fill in all this stuff now? Amazon.com also makes second time purchasing easy by giving users a unique name and password.
They also refer many times to their generous returns’ policy. In this way it has achieved a high conversion rate for first-time users, which has been reflected in their rapid growth.
As well as these ‘tools’, Internet customers expect to be able to navigate through the site easily. Many studies have shown that attention and patience are in extraordinarily short supply for he Internet user, and personal experience will tell E-Customer that they are right. Each time a visitor to a web site has to think where he is and where he wants to go makes him more inclined to leave with the next click. For a customer, learning the way around a web site has to be much easier than learning to use other software. It has to be similar in ease of use to picking up web site that takes the visitor quickly to his goal without stress.
Users should be able to go through the site intuitively. A visitor to a web site should be able to find his way around without any specific help. The visitor should reach the desired information easily and quickly.
Many shoppers value good product-recommendations, but buy on the basis of different types of recommendations. When choosing a book from Amazon.com’s web site the E-Customer gets not only general information on the book, but also the book’s sales ranking at Amazon.com. Further he gets reviews by the author, the publisher and readers. Amazon.com will also give the E-Customer further book recommendations on this same subject area. Amazon also lists the three most frequently purchased books that buyers of the same book also bought. Amazon.com’s music shop and ‘Recommendation Centre’ research what kind of recommendation customers respond to and offers different types of music recommendation.
Here are some factors to consider which Amazon.com does in a good manner: |
- com offer what the E-customers want, the way they want it.
- Amazon has tailored the web site to the E-Customers. It sells mainly to individuals and delivers an ‘infotainment’ experience designed to continually expose E-Customers to potential items for purchase.
- com is investing in the E-Customer. It gives E-Customers something before asking them to spend money. Amazon.com provides recommendations for instance. This represent values to potential customers and is developing customer trust.
- com provide superb customer service. It is known for its customer service and fulfillment policy. Further properly implemented online systems, complemented by well-trained, responsive staff.
- com give the E-customers control over each transaction. It gives the E-Customers immediate feedback at every important point of the purchase cycle and use e-mail and the web site to keep them informed of the status of their order.
- com respect the E-Customers’ privacy. It has implementing a trustful privacy policy and informs potential customers that their contact details and other information will be secured and guarded.
- com integrates the web site with the company’s other business processes.
- com establishes and maintains a relationship with each customer It provide the E-Customers with a personalised online experience. The E-Customers have ability to monitor an order’s progress, even to change the order after it has been placed. This provides the E-Customers with a sense of control and evidence that the company values and recognises their needs.
- com win and hold the E-Customers’ trust. Once trust is established, most customers feel secure enough to give their credit card details online in exchange for products or services.
- com provide secure online credit card transactions
- com is offering security information and guarantee. Amazon.com offers its customers the «Amazon.com Safe Shopping Guarantee.» Essentially, Amazon.com assures its customers that they will have a 100 percent safe shopping experience. It also gives the customer an integrated way to order via phone if they don’t feel comfortable ordering online.
Bezos has earned Amazon.com its leading edge status and success. His ten secrets: (Saunders, 1999)
The main things to do is to make sure a safe, fast delivery, that means ship on time and get orders to the customer in a safe way. Further monitor and act immediately by revisit the system to ensure that it provides what the customers want. The main components in Amazon.com’s distribution network is: begin with the customer, be alert to the various ‘moment of truth’, tie distribution logistic to marketing issues and provide a single face to customers.
|
Amazon.com knows it takes too long to ‘build for growth’ on the Web. There is too little time in Web time to do so. Better to buy what E-Customer need or partner with another business both online and offline to provide the factors for success.
Only time will show whether Amazon.com will be successful in the future in terms of profitability. Today it is no doubt that the company is more customer driven that most of the online players.
Download Dissertation
Hvis du har noen spørsmål eller ønsker å vite mer om Intelligence Resource kan du bruke kontaktmulighetene nedenfor:
VIG CONSULTING
ORG.NR: 977 505 992
Jan Vig
Daglig leder
__________________
Kirkeveien 35, NO-1710, SARPSBORG
Mobile : +47 414 43 727
e-mail: ja-vig@online.no
Web: www.slowdown.no ,www.intelligence.no , www.risikoledelse.com
Copyright © 2000-2015 VIG CONSULTING
Legg igjen en kommentar