Report on Amazon's Electronic Communication Modes - BBA 8-E

This report provides an in-depth analysis of the electronic communication modes employed by Amazon, focusing on email, video conferencing, and social media. It highlights how Amazon utilizes these channels for both internal and external communication, emphasizing customer satisfaction through personalized communication, timely responses, and quick resolutions. The report details Amazon's use of email for customer service and internal coordination, video conferencing for virtual meetings and training, and social media for brand promotion and customer engagement. It also touches upon the company's self-service portals and automated systems for efficient information dissemination. The analysis concludes that Amazon's strategic use of these communication channels contributes significantly to its business success by fostering strong customer and employee relationships, improving productivity, and enhancing its brand image. The report recommends further investment in emerging technologies and interactive content to enhance communication effectiveness.

3/19/2023
Amazon
Modes of Electronic Communication
NAME: FARYAL SHAHID
SECTION: BBA 8-E
SUBJECT: CORPORATE SKILLS
ENROLLMENT: 01-111192-294
COURSE INSTRUCTOR: MS. SANAM WASIF

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Table of Contents
MODES OF ELECTRONIC COMMUNICATION USED BY AMAZON................................................... 2
Executive Summary: ........................................................................................................................................... 2
Introduction: ....................................................................................................................................................... 3
Objective: .......................................................................................................................................................... 3
Research methodology: ..................................................................................................................................... 4
Findings/Discussion: ........................................................................................................................................... 4
E-mail: ............................................................................................................................................................. 4
Video Conferencing: ....................................................................................................................................... 5
Social media: ................................................................................................................................................... 6
Conclusion: .......................................................................................................................................................... 6
Recommendations: .............................................................................................................................................. 7
References: .......................................................................................................................................................... 7

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MODES OF ELECTRONIC COMMUNICATION USED BY
AMAZON
Executive Summary:
This report analyses the different modes of electronic communication used by Amazon to convey
information to its employees and clients. The report highlights email communication, video
conferencing, and social media as the three main modes of communication utilized by Amazon.
The company utilizes various modes of communication to engage with its customers and
employees, including email, phone, chat, social media, and self-service portals. The company
prioritizes customer satisfaction by offering personalized communication, timely responses, and
quick resolution to their inquiries. For instance, Amazon's customer service team uses email and
phone to address customer queries and complaints promptly. The company also employs chatbots
and live chat agents to provide real-time assistance and support to customers, ensuring quick
resolutions to their problems. Amazon also uses social media platforms, including Twitter and
Facebook, to engage with its customers, share updates, and address their concerns. The company's
self-service portals, including Amazon Help and FAQs, provide customers with quick access to
answers to frequently asked questions and self-service options. For internal communication,
Amazon uses various channels such as email, messaging platforms, and video conferencing tools
to ensure efficient communication among employees. The company's leadership team also hosts
town hall meetings and regular updates to keep employees informed and engaged. Overall,
Amazon's various communication channels and strategies help the company maintain strong
customer and employee relationships, leading to high satisfaction levels and business success. The
report concludes that by leveraging these different modes of electronic communication, Amazon
has been able to create an efficient and effective communication strategy that helps to drive its
business success.

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Introduction:
Amazon is a global online retailer and web service provider that operates in several countries
around the world. The company has a large workforce, with over 1.3 million employees
worldwide, and serves millions of customers every day. Electronic communication is an essential
component of Amazon's business strategy, as it helps to facilitate real-time collaboration, reduce
travel costs, and improve productivity. The purpose of this report is to analyze the different modes
of electronic communication used by Amazon to convey information to its employees and clients.
The company provides products such as apparel, auto and industrial items, beauty and health
products, electronics, grocery, books, games, jewelry, kids and baby products, movies, music,
sports goods, toys, tools and other related products.
Amazon's success can be attributed to its customer-centric approach, which places emphasis on
delivering a seamless shopping experience to its customers. The company utilizes advanced
technologies, such as machine learning and data analytics, to understand and meet customers'
needs and preferences. Moreover, Amazon has established itself as an employer of choice,
providing its employees with competitive salaries, benefits, and career growth opportunities. The
company has also been recognized for its commitment to sustainability, promoting initiatives like
renewable energy and waste reduction.
To ensure effective communication within and outside the organization, Amazon relies on various
modes of communication. The use of these communication modes has helped Amazon to facilitate
collaboration, knowledge sharing, and decision-making among employees and with external
partners and customers. However, the effectiveness of these modes of communication depends on
various factors, such as organizational culture, leadership, and technology infrastructure.
Therefore, understanding the modes of communication used by Amazon and their effectiveness is
critical for the company's success and can provide insights for other organizations that operate in
a similar context.
Objective:
For this report, I have chosen Amazon, one of the world's largest online retailers, to analyze the
different modes of electronic communication the company uses as part of its strategy to convey
information to its employees and clients.
• This report will examine Amazon's modes of communication, including how the company
interacts with its customers and employees, and the strategies it employs to maintain strong
relationships.
• To examine the challenges and opportunities associated with the use of electronic
communication modes in Amazon, such as email, chat, video conferencing, and social
media.

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• To recommend strategies for improving the effectiveness and efficiency of electronic
communication modes in Amazon, including the use of new technologies and best practices
in communication management.
Research methodology:
In the research to study the communication strategy of Amazon, the secondary data for the purpose
of the research mostly focuses on the previous research and even the various author’s inputs and
interpretations for the same. The data has been taken from internet, articles and journals. Secondly,
case study method is also used in this study. The data has been taken from company documents
available at amazon’s website.
Findings/Discussion:
Amazon utilizes various modes of communication to engage with its customers and employees,
including email, phone, chat, social media, and self-service portals. The company's communication
strategies are geared towards ensuring high customer satisfaction levels and efficient internal
communication. From findings we can conclude that Amazon uses the following modes of
electronic communication with its employees and customers:
E-mail:
One of the primary modes of communication used by Amazon is Email. The company's customer
service team responds to customer inquiries and complaints promptly, providing personalized
responses that address the customer's concerns. Employees at Amazon use email to communicate
with each other, to coordinate projects, and to receive updates on company policies, procedures,
and business performance. Amazon also uses email to communicate with its customers by sending
out promotional emails, order confirmations, and updates on shipping and delivery times. The
company has developed an automated email system that sends out customer surveys to solicit
feedback and improve the overall customer experience. Amazon (2011) states “we direct
customers to our websites primarily through a number of targeted online marketing channels, such
as our Associates program, sponsored search, portal advertising, email marketing campaigns, and

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other initiatives”.
Video Conferencing:
Amazon uses video conferencing tools like Amazon Chime and Zoom to conduct virtual meetings,
webinars, and training sessions for employees. This mode of electronic communication is
particularly useful for teams that are spread across different locations and time zones. Video
conferencing helps to facilitate real-time collaboration, reduce travel costs, and improve
productivity. Amazon also uses video conferencing to conduct interviews with potential
candidates, which helps to speed up the recruitment process and improve hiring decisions. The
company's leadership team also hosts town hall meetings and regular updates to keep employees
informed and engaged. “The Amazon Chime pay as you go pricing model reduced our monthly
conferencing costs considerably while providing us an easy to navigate meeting service for our
employees to leverage with our customers.” Pete Banks, (2010).

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Social media:
Amazon has a strong social media presence and uses platforms like Twitter, Facebook, and
LinkedIn to communicate with its customers and share company news and updates. The company
uses social media to advertise its products, promote its brand, and engage with customers by
responding to their queries and feedback. Social media also provides an opportunity for customers
to share their experiences with the company, providing valuable feedback that Amazon can use to
improve its operations. Amazon's social media strategy is designed to create a positive image of
the company and to build customer loyalty by delivering exceptional customer service. Alongside,
social media has developed as stages of social tie-ups among customers of better places. As
individuals from social media are helpfully reliant and interconnected, shopper can make existence
and significant counsel to others on execution of specific brand (Chris, et al, 2008). Such existence
creation in social media has conveyed the thought to the online groups to impart experience and
data to different clients (Chen, et al, 2011).
Conclusion:
In conclusion, Amazon's various communication channels and strategies are geared towards
ensuring high customer and employee satisfaction levels. By leveraging these different modes of
electronic communication, Amazon has been able to create an efficient and effective
communication strategy that helps to drive its business success. The company's email
communication system is used extensively to communicate internally and externally. Amazon also
uses video conferencing to facilitate collaboration and training among employees. Additionally,
the company's strong social media presence helps to promote its brand and engage with customers.
These modes of communication have also helped Amazon to reduce costs, improve productivity,
and enhance its brand image. The company's focus on personalized communication, timely
responses, and quick resolution of issues has contributed to its success as the world's largest online
retailer.

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Recommendations:
• To further improve its communication strategy, Amazon could consider investing in newer
technologies like virtual reality and augmented reality to facilitate real-time collaboration
and training among its employees.
• Amazon could also consider creating more interactive content for its social media channels,
like live streams and Q&A sessions, to further engage with its customers.
• Finally, Amazon could consider developing a mobile app that integrates all its different
modes of electronic communication to provide a more seamless communication experience
for its employees and clients.
References:
https://www.bartleby.com/essay/Type-Of-Communication-Used-Within-Amazon-Description-
PKAVERVK6Y3W
https://ijcrt.org/papers/IJCRT2107430.pdf
https://www.sellerapp.com/blog/best-ways-to-contact-amazon-customers/
https://coschedule.com/marketing-strategy/marketing-strategy-examples/amazon-marketing-
strategy
https://aws.amazon.com/blogs/apn/servicing-customers-on-social-messenger-channels-via-
amazon-connect-chat/