Customer Experience: A Case Study of Amazon and Sainsbury

0Running head: CUSTOMER EXPERIENCE
Customer experience
Name of the Student
Name of the University
Author note

CUSTOMER EXPERIENCE
AMAZON SECTION
The mission and vision of the company is to be the one of the best customer centric
company and enable people to buy online anything that they wish. The company has a culture
allows the business capacity to be highly responsive to the ecommerce market. The corporate
culture enables the employees to develop new ideas and work beyond the traditional
conventions. To sustain competitive advantage it continues to seek fresh talent. It allows the
company to be bold and customer centric. The brand strategy of Amazon is humble business
start and establishment of customer centric brand positioning. The brand strategy was to create
personalised signature experience on demand for customers (Laudon and Traver 2013).
Amazon is pioneer in customer experience because it could well blend the technology
and retail in an inventive way. It has been the part of the company’s DNA to ensure innovation
and focus on customer obsession. It was established as customer centric company as mission and
vision was to become one (Alef 2010). The strategies used to become customer centric are
understand and serving the needs of customers, aligning the company’s interest with the
customer. It continuously collects the data on the failure and success of customer experience.
Therefore, decisions in regards to customer focused initiatives are data driven. Employees ensure
on time delivery of the products and do no delay in addressing the return of products or customer
complaints. The employees are apologetic about any inconvenience caused and focus on service
recovery (Schmitt 2010). The employees strive to understand the customer experience
throughout their journey (Lemon and Verhoef 2016).
The journey of customer begins with purchasing obscure one-off purchases, to daily
products. Irrespective of age, gender and socioeconomic class Amazon’s customer get

CUSTOMER EXPERIENCE
everything theta they expect from brand and retail. The customs get swift delivery, products at
competitive price, hassle free return of products and ease of access of information related to
products that guides the purchasing decisions (Ignat and Maha 2012).
The company own technology stacks for the websites worldwide right from front end to
back end technology. The company has made significant advancement in technology, data and
infrastructure. It has been key feature in customer support service and main element of Amazon
success (Cronin 2014). A significant investment has been made in technology for e-commerce
infrastructure, website, and databases to meet the customer experience needs. Its digital
technology has transformed the customer shopping experience online. It made it easy to solve the
customer crisis on time (Parise, Guinan and Kafka 2016). This technology investment allowed
for patent one-click buying facility for customers, record purchasing history, and save customer
information for ease of access. The technology is integrated to deliver a meaningful experience
consistently while easily navigating the cost. These data is further used relentlessly to enhance
the customer experience. The technology investments have led the company to engage with
customers by personalising interactions, recommending and engaging with the customers across
channels (Parise, Guinan and Kafka 2016).
AMAZON & TRADITIONAL RETAIL SECTION
Based on my experience from Amazon and Sainsbury in Egypt it can be said that the later
can improve its business in the area of customer experience and focus less on prices. The
company must better understand the needs of the customer in regards to food items and food
preferences. For instance, the Pizza is most of the time chesseless and the mint choc-chip does
not seem to contain the vital element. The business can improve selling quality products at fair