BM565 Report: Amazon's Digital Business, Technology, and CX Focus

This report analyzes Amazon's strategic use of digital technology to enhance customer experience and operational efficiency. It highlights the company's implementation of big data for understanding customer preferences and improving service delivery. The report also explores the impact of digital technology on traditional management theories, emphasizing how data-driven decision-making and technological advancements have reshaped business strategies. Furthermore, it discusses Amazon's various technological platforms, including Amazon Web Services, and their role in maintaining data and supporting business operations. The conclusion underscores the importance of digital technology in achieving business targets, improving profitability, and providing superior customer experiences, referencing Amazon as a prime example of successful digital transformation.

BM565 – Digital Business & New
Technologies
CW1 – 2000 Word Report
Topic:
Student ID: Student Name: Lecturer Name:

Executive summary
This report is about the largest e-commerce company Amazon and use of of technology in
operations of the business which make it easy to operate and helps in providing maximum
positive experience to the customers, because customers are important part of the company's
success. Amazon focuses on working on issuing good quality of product and services to its
customers which helps in giving the competitive advantage against the competitors available in
the market. Company is using big data for controlling and managing the vast amount of data to
know about their customers and about their preferences in the products by the activities they
perform on their e-commerce site. This report also discusses the impact which digital
technology cause on the various theories of management.

Table of Contents
Executive summary..............................................................................................................................2
Introduction..............................................................................................................................................3
Main Body ................................................................................................................................................4
Task 1...................................................................................................................................................4
Task 2...................................................................................................................................................5
Conclusion ................................................................................................................................................7
................................................................................................................................................................7
Reference list.......................................................................................................................................8

Introduction
Customer experience is concerned with the comprehensive representation of the services which
a customer see while interacting with any business or its product. When customers are getting
involved with your organization through business website or any other platform. Amazon is one
of the largest company in America that is operating in various industries (Aboelmaged, and
Mouakket, 2020). This report is detailed discussion about the importance and effect of the
technologies which is used by the Amazon for providing good experience to their customer,
along with this, old and new theories in the business management and different business models
which are used in the business organization.
Main Body
Task 1
Customer Experience and digital technology Amazon-
Customers have numbers of options and facilities for developing their knowledge about
products and services which companies are offering to them and purchase according to that.
Customers play an integral role in improving the image of the company, so it becomes very
necessary for the companies to provide significant experience to their customers which help in
holding the customers for the longer period of time (Agostini, Galati, and Gastaldi, 2020).
Good customer experience is like a support and advantage for the business which helps in
competing the rivals, also gain trust of customers. Apart from the price, there are various
factors which can disturb and affect the behavior of customers, low standard of services is one
of the reason why customers switch from one business to another. Organizations must
concentrate on providing better experience to the customers as it will also provide competitive
advantage in the market by attracting the large segment of the customer.
Amazon was established by Jeff Bezos in July 2005. In early days, Bezos had worked as
Wall Street Hedge fund executive. He left his job and studied about the growth of the internet
in the future and planned for selling some products through online platform. Later on he
decided to start Amazon as an online bookshop in the room of his rented apartment in Bellevue,
Washington. Amazon always works in providing the amazing experience to their digital
customers and for this company has made several plans like fast delivery of the products,
streaming videos. Company provide various options to their customer which allow them to
order anything from the online platform. For enhancing the engagement of the customer in the
business, Amazon has developed necessary tools which will allow customers and vendors to
connect more and helps in reaching their business to maximum people with the help of the
company's website (Bansal, Chana, and Clarke, 2020).

Many company has been using different type technologies for smooth functioning of
their business management. Big data is one of these technology which is used by companies to
maintain the large quantity of data and cannot be handled or store by using the old techniques.
The main objective of this technology is taking such decisions for benefit of company by
keeping customer as priority. It is important in identifying the values, perception and about the
preferences of the customers in the market. Amazon focuses more in the assembling, storing,
interpreting and analyzing the data of the customers so that they can provide better customer
experience. Use of big data by company helps the retailers to know about the demands of the
online customers, so that they can present product as per their needs. By using this technology
company is able understand the interest and type of products customers are looking for by
storing the data related to their searches.
Around thousands of android applications are offered by the Amazon for its online
customers for various purposes like for amazon prime for watching movies and videos, for
listening songs amazon music, amazon fire TV, amazon alexa, etc. Amazon also operates in
various technological platforms for which it has established a subsidiary naming Amazon Web
Services, it has capability of maintaining all the data of the company and also helps other
business which gets involved with Amazon through its online platform. It is also used to
undertake the bid data of the company by generating complete analytics of the data in the
company.
It was not an easy task for Amazon to establish itself as a leader of e-commerce, where
customers are very demanding. Company's decision about the implementation of big data in the
operational activities help in increasing the purchasing habit of the customer and improve their
experience. Big data helps the organization in executing the changes in the price of their
services and products according to the condition which increase the competitiveness of the
company. Fraud by various online retailers is a major problem for the amazon because of its
top level position in the e-commerce it becomes very easy for such cheaters but company keeps
on collecting the data on daily basis according to the order and purchase request of the
customers which helps the firm to stay safe with any kind of cheating (Rikap, and Lundvall,
2021).
Big data can create a lot of growth opportunities by giving rise to the new category of
businesses in Amazon. Company can assemble the feedback of the users related to their
services and use it in various ways by analyzing the experience of the customers with the
company. Company can also examine recent trends in e-commerce industry by taking help of
different social media platforms like facebook, instagram, etc. which make it easy to predict
analytics through big data.
Task 2

Relation of Digital technology with different theories of management-
Use of digital technology by humans in their daily routine has changed the meaning of modern
form of life. In recent time period, many other sectors like ways of communication with people,
traveling, working criteria at companies, shopping and entertainment have been modified with
development of digital technology. Now it is very difficult to discover an electrical instrument
or any machinery in industry which does not embrace digital technology in any way. With the
continuous growth of digital technology, instruments or devices which are used in operational
activities have became more integrate, quick, easy to use and variable. Now companies can
save vast amount of data and information locally and remotely or can transferred from one
place to another with the help digital platforms, also the word information is not limited to the
numerical data but it also include photos, videos and voice notes.
Digital technology brings various differences in the management theories, it makes it
easy for the business to take several decision related to various aspects which will increase the
efficiency of the business. Amazon is using big data which affect decision taking criteria of the
firm, unlike old decision making process now company focus on providing more technological
advancement in its website which make it easy for the user to surf the site and easily get the
product according to their needs (Schildt, 2020).
With the introduction of digital technology, decisions are becoming more dependent on
the overall activities perform by the different management of the business and more regular or
difficult task. Generally, decision making part of any business institution have been distributed
as strategic, tactical or operational, but strategic decisions are the crucial element which affects
the choices of businessman and also influence maximum part of the firm as they are important
for making different principles for the organization or objectives and preferences. More
judgments are required for taking decisions in this digital era, in comparison to the old decision
theories which is used in different operational activities. Now decision making process in
business demands more cooperation of management or administration and expansion for the
growth of the business, managers who are involved in these task have to deal with immense
amount of data and its difficulty. But still the last decision taking power lies in the hand of
higher authority, they evaluate these data and take decision accordingly. Digital technology
helps in giving such applications to the business for recording day to day activities of the
organization. It also allows specific division of the firm to take necessary decision and apply
the best application for the decided task that makes it easier for the business to take important
decision in very efficient way (Mittal, 2020).
Digital technology also make it easy for the business to take the decision which are of
quantitative nature like financial decision in the firm. Development of big data in the world of
technology allows the business to process large quantitative data and carry off them in an
effective way, these data can easily recovered in time of need. E-commerce business websites

are continuously experiencing growth in last few decades because people are more interested in
buying products from Amazon instead of going out in the market. People also recommend their
family and friends to use such sites for the shopping purpose which contribute the positive
growth of the company (Singh, 2019). On these e-commerce websites customers get more
options and varieties in the product which generally missed while they went for shopping in
shops. One more advantage of using e-commerce sites as a medium for doing shopping that
customers get value for their money and also get several offers and gifts as a reward.
Excessive growth has been observed in last few years in business to business selling
strategies. Different technologies which includes various social media platforms and clouds
cloud computing which helps in making this area of business more advanced. Increasing use of
different online platforms attract the maximum business to invest in other business which helps
in improving the working process of the business. Business organization keeps on taking
varieties of innovative programs for the growth in business and maximize the profitability of
the firm. Transforming business in digital way helps in providing the maximum satisfaction to
the customers as mostly people are involved in the use of internet and these digital techniques.
Now customers judge the companies according to the services and type of technologies they are
using in their business management because every individual is aware of trends in the digital
technology. Amazon needs to focus on developing such technologies which are able to attract
the maximum customers from all demographics and works in providing them better experience.
Digitization helps business in understanding the modern buyer who wants good quality of
product in affordable price (Fuchs, Dannenberg, and Wiedemann, 2022).
Conclusion
From the above report it is concluded that introduction of digital technology in business is an
innovative approach which allows business in achieving their set target and improves its
profitability of the firm in the long run. Use of big data by Amazon is the example of how
digital technology makes business activities more easy and smooth. Company mainly focus on
giving the better experience to their whenever they visit to their site, in which adoption digital
technology completely support the functions and aims of the firm. In last, effect of digital
advancement on different theories of business or management has been discussed in this report.

References-
Books and journal
Aboelmaged, M. and Mouakket, S., 2020. Influencing models and determinants in big data analytics
research: A bibliometric analysis. Information Processing & Management, 57(4), p.102234.
Agostini, L., Galati, F. and Gastaldi, L., 2020. The digitalization of the innovation process: Challenges
and opportunities from a management perspective. European journal of innovation
management.
Bansal, M., Chana, I. and Clarke, S., 2020. A survey on iot big data: current status, 13 v’s challenges,
and future directions. ACM Computing Surveys (CSUR), 53(6), pp.1-59.
Fuchs, M., Dannenberg, P. and Wiedemann, C., 2022. Big Tech and labour resistance at Amazon.
Science as Culture, 31(1), pp.29-43.
Mittal, P., 2020. Big data and analytics: a data management perspective in public administration.
International Journal of Big Data Management, 1(2), pp.152-165.
Rikap, C. and Lundvall, B.Å., 2021. Amazon and Microsoft: Convergence and the Emerging AI
Technology Trajectory. In The Digital Innovation Race (pp. 91-119). Palgrave Macmillan,
Cham.
Schildt, H., 2020. The data imperative: How digitalization is reshaping management, organizing, and
work. Oxford University Press, USA.
Singh, V., 2019. Digitalization, BIM ecosystem, and the future of built environment: how
widely are we exploring the different possibilities?. Engineering, Construction and
Architectural Management.