Global E Business And Customer Analysis

RUNNING HEAD: GLOBAL E-BUSINESS 0
2020
Global E-Business
Student’s Details-

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Introduction
Customer journey is regarded as the customer journey that the customer goes through while
making purchase of the product. This the important aspect of global e-business in which the
customer crosses the path of the website (Lemon & Verhoef, 2016). Customer journey in the
website is the understanding of the customer’s behavior when they visit the website. Here, the
report has summarized the customer journey of Flipkart and Amazon which are the similar e-
commerce websites which provide amazing shopping experiences to the customers through their
online retailing products. The report has applied the customer journey model which has been
used to identify the features and similarities by comparing the two ecommerce websites. Also,
the recommendations will also be given for making improvements into the website and making it
effective for the customers which can ultimately increase the shopping experience of the
customers.
Application of Customer Journey Model
Customer has different experiences and perceptions which are part of the customer’s decision-
making in terms of making purchase. For ecommerce website, there are sequence of experiences
which the customer goes through while running the website (Vakulenko, et al., 2019). Moreover,
for the ecommerce websites like Amazon and Flipkart, the customer can have certain touchpoints
in which the customer’s decision making in terms of buying the product can be triggered by the
brand value, offerings and the time of the season. This also depends upon the website features
and the process of placing order which the customer experiences and makes the decision of
buying the product (Siddiqua, 2017). The following are the five stages of customer journey
which will also determine the features and the processes of both Amazon and Flipkart by making
comparison with them.

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Source: (Michael, 2020)
Awareness
The first phase under the model is awareness in which the brand value is communicated to the
customers through the use of the social media campaigns and other promotional tools which can
create awareness of the brand and often which can attract the customers towards the brand
(Rosenbaum, et al., 2017). At this stage, the customer is made awareness of the particular brand
and also this creates an image in the mind of the customers which can be helpful in the buying of
the product by choosing of a certain brand (Barwitz & Maas, 2018). The major goal of this stage
is to generate interest and gain the trusts of the customers through reaching a large number of
people.
Through comparing and contrasting the websites of e-commerce brands, it can be determined
that both of the websites have created the brand awareness through adopting the marketing tools.
The brands have used the social media for reaching the large audiences and often created the
interest through the use of the social ads and online media. Amazon has created the brand
awareness through the advertising and the brand extensively make the investments in the brand
awareness by looking into new metrices (Talylor, 2020). Comparing this with Flipkart, the brand
has created awareness through the sponsored brands.
Consideration
The second phase in the customer journey is the consideration where the customers check the
availability of the product and also check the reviews of the product into the website (Yachin,

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2018). The consideration can also be seen in the availability and the solution of the problems of
customers which can be helpful in keeping the trust and interests of the customers towards the
brand which can certainly be helpful in the registration of the brand’s name in the mind of the
customers (Siddiqua, 2017). This can be possible through considering the needs of the customers
and creating a better impression through the use of ads which can also create the belongingness
with the customers
Further, comparing the website features of both Amazon and Flipkart, it can be noted that both of
the brands have added attractive filters and also added the various kinds of product categories
which can be helpful in the facilitation of various kinds of product categories which has also
provided superior customer experience for the customers. Moreover, Flipkart has been facing
issues with the filers as this does not provide the search category on the basis of the sellers which
is the major drawback of this website (Raj, 2016). On comparing these features with Amazon, it
can be noted that Amazon has various filtered options and easy search options which has made
the customer being attracted by the website and also this has made the customers stick to one
website and providing them superior customer experiences.
Conversion
Third phase under the customer journey model is crucial as this is associated with the time when
the customer makes the purchase of the product. In this way, the brand needs to take care of the
customer service and the process of providing the timely services to the customers. Moreover,
for the e-commerce website of Amazon, it has made this conversion process effective through
the effective shopping cart tab and easy checkout option where the customer can easily
customize the products and also have the option of gift card which makes the website effective
(Rejoiner, 2020). On comparing this with the placement process of Flipkart, it can be noted that
the company has made sure the availability of all the sizes and color for increasing the shopping
experience.
Retention
At this phase, companies try to retain their customers through making engagement with the
customers for the purpose of making a loyal customer base (Anderl, et al., 2016). Through
determining the website of Flipkart, it can be said that the website has feedback forms and the
have superior after sales service which helps in engaging and retaining the customers (Deals

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Shutter, 2020). On making comparison with the customer service of Amazon which also
provides top quality customer service and also makes the due investment in the making the
customers engaged which is concerned to be the website features that Amazon provides for the
facilitation of the superior customer services.
Advocacy
This phase focus upon the development of ongoing relationships with the customers after they
have made few purchases from the website. Also, this phase has major focus on getting more
referrals for the purpose of making the engagement with the customers. Moreover, Amazon
advocates the customer engagement through the Customer Engagement Technology and also
make use of multichannel technology which can help the company to make loyal customers
(Amazon , 2020). On comparing it with Flipkart, it can be noted that the company has made the
various rewards and gifts for the regular clients.
Improvements into Websites
There are certain recommendations which can be given to both of the websites for improving
their websites. Firstly, both of the companies make their websites compelling and also make easy
options for the customers which can be the important factor in improving their website. Another
feature under the website is the quality customer support in which the company should provide
help to the customers whenever they as it can make the customers satisfied. Further, both
Amazon and Flipkart must use the website design in such a way that the products are easy to be
located and also have several customizable options for the increased customers. Apart from this,
making use of variety of filters can be helpful for the customers to look for their interested
product categories (Qi, et al., 2016).
Besides, the improvements can also be made in terms of making engagements with the
customers in every stage of the customer journey and also taking care of product specifications,
quality and the availability which can enhance the shopping experiences of the customers
(Tontini, 2016). The websites should include the strategies for higher retention levels and also
taking care of building a loyal customer base. Also, both e-commerce websites must provide
omni-channel support which can create belongingness with the company through the consistent
modes such as emails, live chat or via phone.

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Conclusion
To conclude, it can be said that customer journey model is the effective way for the identification
of the touchpoints and also making a proactive approach for engaging with the customers. The
report has discussed the comparison between the two e-commerce websites which are Flipkart
and Amazon and also the identification of various customer touchpoints which are considered
under the model. Both of the websites have the approach for the customer satisfaction and also
strive to provide superior customer service. Here, the report has also provided the
recommendations by which both of the company’s websites can improve their shopping
experience.

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References
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[Accessed 26 March 2020].

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