Amazon.com: Customer Service Champion

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Case Details:

Case Code : MKTG243
Case Length : 25 Pages
Period : 2008-2009
Pub Date : 2010
Teaching Note :Not Available
Organization : Amazon.com, Inc.
Industry : Online Retail Industry
Countries : USA, Global

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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"If there's one reason we have done better than of our peers in the Internet space over the last six years, it is because we have focused like a laser on customer experience, and that really does matter, I think, in any business. It certainly matters online, where word of mouth is so very, very powerful."

- Jeffrey P. Bezos, founder and CEO of Amazon.com.

"What makes their core business so compelling is that they are focused on everything the customer wants. When you act in that manner many times Wall Street doesn't appreciate it."

- Scott W. Devitt, an analyst with Stifel, Nicolaus & Co., Inc.³,in 2008.

Introduction

In 2009, US-based online retailer Amazon.com, Inc. (Amazon) topped BusinessWeek's 2009 annual list of customer service champs⁴.

The list included companies which used creative strategies to retain customer loyalty in a recessionary environment based on the quality of staff, efficiency of service, likeliness to refer, and repeated visits.

Analysts attributed Amazon's success to its understanding of customer's expectations and providing what they need.

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1] http://retailindustry.about.com/od/frontlinemanagement/a/Amazon_CEO_Jeff_Bezos_quotes.htm.
2] Joe Nocera, "Put Buyers First? What a Concept," www.nytimes.com, January 5, 2008.
3] Stifel, Nicolaus & Co., Inc. is a US-based investment banking firm that offers financial advisory services.
4] BusinessWeek is a weekly business magazine published by McGraw-Hill Companies. The Customer service champs list included the top 25 champions from more than 200 brands based on the techniques, strategies, and tools they used to deliver great customer service. The ranking was based on combined scores from a series of studies in J.D. Power and Associates' 2008 database for each brand. The companies were selected based on perceived quality of staff and efficiency of customer service.

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