Detailed Report: Program Management of Amazon's Customer Satisfaction

This report details Amazon's program for enhancing customer satisfaction, encompassing a comprehensive business case analysis, outlining the need for improved customer relations to drive business growth and address product and payment issues. The report identifies key team roles and their responsibilities, including the Program Manager, Sponsor, IT Manager, and Operational Manager. The program's objectives focus on understanding customer behavior, strategizing for business growth, testing new experiences, and personalizing checkout procedures. Assumptions include program completion within budget and time, and active team participation. The report outlines program constraints, including potential schedule slippage and financial challenges. It presents a detailed program management plan, including scope, milestones, and a work breakdown structure. The plan covers change, communication, cost, scope, schedule, risk, and procurement management, ensuring a structured approach to achieving the program's goals within a three-month timeframe and a budget of $846,184. The report concludes with program control and closure plans including verification of scope, status reports, risk logs, post program reviews and stakeholder sign off.

Running head: PROGRAM MANAGEMENT
Program management
Name of the Student
Name of the University
Author’s Note

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Table of Contents
1. Program business case.................................................................................................................2
1.1 Business case.........................................................................................................................2
1.2 Business case analysis team...................................................................................................3
1.3 Organizational impact............................................................................................................4
1.4 Program overview..................................................................................................................4
1.4.1 Program description........................................................................................................4
1.4.2 Objectives.......................................................................................................................5
1.4.3 Program assumption.......................................................................................................5
1.4.4 Program constraints........................................................................................................6
1.5 Time needed and budget....................................................................................................6
1.6 Program approval...................................................................................................................7
2. Program management plan..........................................................................................................7
2.1 Introduction............................................................................................................................7
2.2 Program management approach............................................................................................7
2.3 Program schedule and Work breakdown structure................................................................9
2.4 Change management plan....................................................................................................12
2.5 Communication management plan......................................................................................12
2.6 Cost management plan.........................................................................................................16
2.7 Scope management plan......................................................................................................18
2.8 Schedule management plan.................................................................................................20
2.9 Risk management plan.........................................................................................................21
2.10 Procurement management plan..........................................................................................25
3. Program control and closure plan..............................................................................................26
3.1 Verification of scope............................................................................................................26

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3.2 Status report.........................................................................................................................26
3.5 Risk log................................................................................................................................29
3.6 Post Program review............................................................................................................29
3.7 Stakeholder sign off.............................................................................................................30
Bibliography..................................................................................................................................31

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1. Program business case
1.1 Business case
The paper generally focuses on “Amazon” that is an American electronic commerce
company, that is mainly founded by Jeff Bezos in the year 1994. Presently, the company is
known as the reputed internet retailing organization. It is found that the company is facing issues
in meeting the demands of the customers as the organization does not have a strong strategy for
making the customers happy as well as satisfied. It is found that for remaining competitive
within the entire market, the organization needs to work on the ways which are helpful in
creating proper relations with the customers and for making them happy. Therefore, Amazon
wants to work on the behaviour which generally can help in associating as well as deciding over
customer satisfaction such that any issue related with product defect as well as payment can be
resolved effectively and the product can be easily sent back. The step which will be taken by
amazon not only assists in keeping the customers satisfied but also assists in building proper
communication touchpoints with the organization. Furthermore, the company also needs to
properly strategize as well as focus on the growth of the business for providing proper detailed
approach in order to determine issues quite easily. Moreover, the company wants to create as
well as determine experiences that can mainly help in learning as well as testing and this must
work on different stages of personalization for forming recommendations which can provide
proper procedure of checkout. Amazon wants to focus on the experience of the customers in
order to get data about customer obsession for ensuring consistent outperform for getting
detailed data about ACSI customer satisfaction.

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1.2 Business case analysis team
It is found that in order to analyze the business case properly, the team members who are
mainly responsible for the proper analysis as well as creation of WP based Program business
case are mainly listed below:
Role Description
Program manager The Program manager analyzes the business
case properly and have found that
development of proper relations with the
customers in needed for resolving the issues
that the customers faces and for keeping them
happy and satisfied.
Sponsor After analyzing the business case, the
sponsor found that improvement of customers
relation with the organization is needed for
ruling the retail industry and therefore they
provided the needed funding for the program.
IT manager IT manager generally identifies the steps that
they can generally take for achieving the
objectives effectively. They also determine
various types of new experiments which
Amazon can do in order to test whether those
steps are effective enough for making the
customers happy.

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Operational manager They generally plan and take proper strategy-
based decisions for developing, implementing
as well as reviewing a number of operational
procedures as well as policies that are further
helpful in the development of a program for
providing proper customer satisfaction as well
as for increasing the revenue of the
organization.
1.3 Organizational impact
The organization must develop a program where they can be able to identify the
behaviour that is needed for associating as well as deciding over the customer satisfaction. This
is mainly required so that if any product have defects or have high cost can be sent back easily.
By satisfying the customers, the company can be able to achieve proper growth within the
business that not only helps in increasing revenue of the organization but also helps them in
becoming as one of the strongest retail company. Furthermore, customer satisfaction is identified
as a significant key points of differential which mainly assists in attracting new customers within
the business environment that is very much competitive.
1.4 Program overview
1.4.1 Program description
The paper mainly focuses on organizing a program by Amazon that mainly focuses on
improving customer satisfaction and for building communication touchpoints with the
organization for improving growth of the organization in the market. The company also wants to
properly strategize as well as focus on the growth of the business by giving a detailed approach

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for determining issues properly. Within this program, very much new as well as simple
experiences are identified for undertaking testing whether the steps would be helpful in
improving satisfaction or not. Furthermore, the testing will be done on the various
personalization stages which further can helpful in forming a number of recommendations.
Moreover, the organization also wants to focus on the customer experience which can provide a
number of customer obsession that further ensure consistent outperform which can successfully
detail out information about the ACSI satisfaction of the customers.
1.4.2 Objectives
The objectives of the program are mainly listed below:
 To work on various type of behaviour which generally helps in deciding over customer
satisfaction
 To strategize as well as focus on the growth of the business for providing detailed
approach in order to determine issues
 To create and determine a number of experiences that can be helpful in testing as well as
learning
 To work on a number of personalization stages which generally can form a number of
recommendations for the entire checkout procedure
1.4.3 Program assumption
 As per the assumption, it is found that if proper improvement within customer
satisfaction occur then Amazon will be able to achieve business growth that will further
enhance revenue of the organization.

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 The program manager also makes an assumption according to which the program will
be completed within the budget and time which is mainly developed within the initial
plan of the program.
 The program manager also made an assumption and as per that assumption, it is found
that the team members will remain quite active while undertaking the program and they
will accomplish all the responsibilities that are assigned to them in order to undertake the
program successfully.
1.4.4 Program constraints
The constraints are listed below:
 It is found that if Amazon is unable to organize the program then it will be quite difficult
for the program manager for achieving the objectives of the project within the time that is
decided in the initiation phase.
 If the program schedule is not properly managed then there will be very much high
chance of schedule slippagge which further can cause in the progress of the program.
 If the program faces financial issues, then it will be quite difficult for the program
organizer as well as manager to undertake the program successfully and thus this can
endanger the success of the entire program.
1.5 Time needed and budget
The program manager makes an assumption and as per which the entire program will get
completed within 3 months of time and the commencement of the program will be on 27th March
2020. Moreover, it is assumed that budget of around $846,184 is required for successfully
undertaking the program by avoiding different types of conflicts as well as challenges
effectively.

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1.6 Program approval
Stakeholder Signature
Program manager < Please fill>
Sponsor < Please fill>
IT manager < Please fill>
Operational manager < Please fill>
2. Program management plan
2.1 Introduction
The paper mainly reflects on Amazon which is an electronic commerce company. It is
found that the company aims to organize a program for working on the behaviour that will
further help in associating as well as deciding over satisfaction of the customers. In order to
undertake the program successfully, the company generally wants to strategize as well as focus
on the entire business growth which generally can be helpful in providing a very much detailed
approach for proper identification of the challenges. Within this program, little and simple
experiences are carried out for testing and such steps will generally work different stages of
personalization. Furthermore, the organization needs to properly focus on the experience of the
customers for ensuring consistent outperform which can properly detail out ACSI customer
satisfaction-based rating. It is analyzed that the entire work of the program will be carried out in
3 months by using budget of around $846,184.
2.2 Program management approach
The program manager generally has the entire authority as well as responsibility of
managing the program so that the entire program gets executed as per the program plan. It is

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identified that the entire team of the program will generally consist of a number of personnel
starting from organizer, supervisors, resource manager, financial manager, operational manager,
marketing manager, IT manager as well as program sponsor. The entire program management
plan must be properly reviewed as well as approved by the sponsor and the sponsor also takes
decisions related with the funding that is mainly needed in the program. Furthermore, any type of
delegation of authority needs to be signed by the sponsor as well as program manager.
Scope of the program
In-scope
 Development of program plan
 Creating program teams
 Working on the behaviour which can satisfy the customers
 Strategize as well as focus on the growth of the business
 Determining simple experiences of the program
 Testing the experiences
 Working on various stages of personalization in order to checkout procedure
Out scope
 Facility of training will not be provided to the team
 Suppliers and vendors information will not be discussed in this paper

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Milestones
Milestone Completion date
Milestone 1: Completion of initiation phase Thu 09-04-20
Milestone 2: Completion of planning phase Wed 22-04-20
Milestone 3: Completion of execution phase Wed 10-06-20
Milestone 4: Releasing resources Thu 18-06-20
2.3 Program schedule and Work breakdown structure
The schedule of the program reflects that around 3 months of time will be required in
order to develop a program for working on the satisfaction of customers in Amazon.
WBS Task Name Duration Start Finish
0
Development of program for
ensuring customer satisfaction in
Amazon
3 mons Fri 27-03-20 Thu 18-06-20
1 Initiation phase 0.5 mons Fri 27-03-20 Thu 09-04-20
1.1 Development of business case 2 days Fri 27-03-20 Mon 30-03-20
1.2 Undertaking feasibility study 3 days Tue 31-03-20 Thu 02-04-20
1.3 Hiring stakeholders 2 days Fri 03-04-20 Mon 06-04-20
1.4 Creating charter for the program 3 days Tue 07-04-20 Thu 09-04-20
1.5
Milestone 1: Completion of
initiation phase
0 days Thu 09-04-20 Thu 09-04-20
2 Planning phase 0.45 mons Fri 10-04-20 Wed 22-04-20
2.1 Developing program plan 4 days Fri 10-04-20 Wed 15-04-20

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2.2 Development of resource plan 1 day Thu 16-04-20 Thu 16-04-20
2.3 Development of financial plan 2 days Fri 17-04-20 Mon 20-04-20
2.4
Development of risk
management plan
2 days Tue 21-04-20 Wed 22-04-20
2.5
Milestone 2: Completion of
planning phase
0 days Wed 22-04-20 Wed 22-04-20
3 Execution phase 1.75 mons Thu 23-04-20 Wed 10-06-20
3.1 Selection of venue 3 days Thu 23-04-20 Mon 27-04-20
3.2 Creating program teams 2 days Tue 28-04-20 Wed 29-04-20
3.3
Started working on different
type of behaviour that helps in
satisfying customers
5 days Thu 30-04-20 Wed 06-05-20
3.4
Strategize and focus on business
growth
8 days Thu 07-05-20 Mon 18-05-20
3.5
create and determine simple
experiences
9 days Tue 19-05-20 Fri 29-05-20
3.6 Testing the experiences 2 days Mon 01-06-20 Tue 02-06-20
3.7
Working on different stages of
personalization for checkout process
6 days Wed 03-06-20 Wed 10-06-20
3.8
Milestone 3: Completion of
execution phase
0 days Wed 10-06-20 Wed 10-06-20