Digital Business Management: Amazon's CRM, Online Presence & Analysis

This report explores digital business management strategies, focusing on Amazon as a case study. It examines Amazon's website insights, customer relationship management (CRM) strategies, and online presence across various platforms. The report highlights the importance of a user-friendly website, data privacy, and effective CRM techniques such as CRM software, customer feedback, and strategic planning. It also discusses Amazon's use of social media for advertising and publicity. The report concludes with recommendations for Amazon, including utilizing different business models, maintaining customer data privacy, and hiring skilled IT experts to enhance security and operational efficiency. Desklib provides similar solved assignments for students.

Digital business
management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................4
Insights about Amazon website..............................................................................................4
Customer relationship management strategies of Amazon....................................................5
Online presence of Amazon on websites and social media....................................................6
Recommendations to the Amazon for conducting digital business in a precise manner.......7
CONCLUSION ...............................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Digital business includes modern techniques of performing business activities and
functions in order to gain market growth in a short span of time (Boojihawon and Ngoasong,
2018). The digital business also helps a company to develop operations in a systematic and
accurate manner. Companies in the international and national marketplace are shifting from
traditional business to digital in order to perform systematic operations. In this project various
dimensions of digital business are covered in a precise manner along with application of
customer relationship management. In this project example of Amazon company is taken into
consideration which is a major international e-commerce company. The company was founded
in the year 1994 and is headquartered in California, United States.

MAIN BODY
Insights about Amazon website
The company has developed a global website with the help of professionally trained and
skilled IT experts to develop effective rules and regulations. It is also major role of a company to
develop user friendly website and it should be also able to maintain privacy of customer data.
Website of Amazon provides continuous experience of global level to different customers which
is essential to develop competitive advantage (Brown, and Brown, 2019). Company also
provides all the necessary information about the product on website. It also provides features like
delivery options, sort and confined to different users. It is the moral responsibility of Amazon to
maintain data of large number of customers along with maintaining privacy. The website of
Amazon contains all security measures in order to protect credit card and payment related
information of different customers.
Illustration 1: Logo of Amazon, 2021

Customer relationship management strategies of Amazon
In order to develop effective approach at the marketplace, it is crucial for the company to
develop CRM techniques. The customer relationship management helps a company to increase
satisfaction of customers and also their faith. The strategies used by Amazon in order to maintain
CRM are mentioned below:
 CRM software- The customer relationship management software is a new technique
which takes support of digital technology to maintain data of different customers. It is
also effective for the company to take into consideration all the parameters which are
effective in maintaining CRM to develop a systematic approach.
 Customer feedback- It is important for a business to take feedback from customers in
order to develop and perform necessary changes (Luz Martín‐Peña, Díaz‐Garrido and
Sánchez‐López, 2018). The Amazon company takes regular feedback from different
customers for competing at the marketplace. Amazon takes feedback in written or oral
form for necessary changes.
 Strategic planning- The strategic planning is an effective tool which is helpful in
developing plan to deal with future consequences. Amazon has hired trained and skilled
workers in order to formulate risk free practices. In order to eliminate risk associated with
the operations, it is essential for a company to assistance of strategic planning, The major
companies at the marketplace practice strategic planning in order to increase their
effectiveness and efficiency.
Illustration 2: Customer relationship management, 2021

Online presence of Amazon on websites and social media
The Amazon company maintains own global website and more websites in different
countries of the world for better operations. It is also the key role and responsibility of IT
management of Amazon to perform major operations with the support of social media. Company
performs advertisement and publicity of different products and services over social media.
Marketing department of Amazon should consider advertisement over social media to reach
customers throughout the globe (Orji, 2019). Company uses social media platforms such as
Facebook, Instagram and Twitter to develop publicity of products and services. Amazon is
nowadays planning to enter market in over 10 new countries, for this Amazon will hire separate
workers for the organisation growth. It is the major duty of management of a company to apply
effective techniques of social media advertisement in order to lead the marketplace. The
company mainly has a separate team for management of social media operations in the current
business environment. Online presence is an essential task of every company to perform distinct
and dynamic functions with greater stability. The social media platforms should be used by the
business in an effective manner in order to develop publicity of different operations. This helps
Amazon to increase sales turnover ratio and also increase profitability.
Illustration 3: Social media platforms, 2021

Recommendations to the Amazon for conducting digital business in a precise manner
 It is recommended to managers of Amazon to use different models and theories in their
organisation as it make them easier for managing different task and operation in
company. Different types of model and theories are existed in market which is used by
companies in order to make their work more interoffice and also to managing operation
of company effectively.
 It is also suggested to managers of company to maintain privacy of data of customers
which is important practices of company. Information of customers is important for an
organisation as it allow them to understand preferences of customers which is essential in
order to develop products as per them. If these information is not release to other
company, they can develop strategies to attract customers of company.
 It is also recommended to managers of Amazon to hire IT experts in their organisation
who has proper knowledge of information technology and digital technologies. It is
important for conducting operation of company efficiently as IT experts had skills and
knowledge which is required for purpose of maintain privacy in their organisation (Tsai,
Zdravkovic and Stirna, 2021). It helps them to work in an organisation without any
security and privacy threat.

CONCLUSION
From the above stated report it can be concluded that it is compulsory for a company to
develop operations in a digital manner for long term success of the company. This project
concludes the importance of IT management in developing business parameters of digital
business. From the discussion it can be concluded that in order to perform precise marketing of
the company, it is crucial for it to consider various CRM strategies. This helps in increasing the
competitive advantage and competitive strength of the business.

REFERENCES
Books and Journals

Boojihawon, D.K. and Ngoasong, Z.M., 2018. Emerging digital business models in developing
economies: The case of Cameroon. Strategic Change, 27(2), pp.129-137.
Brown, N. and Brown, I., 2019. From digital business strategy to digital transformation-How: A
systematic literature review. Proceedings of the South African Institute of Computer
Scientists and Information Technologists 2019, pp.1-8.
Luz Martín‐Peña, M., Díaz‐Garrido, E. and Sánchez‐López, J.M., 2018. The digitalization and
servitization of manufacturing: A review on digital business models. Strategic
Change, 27(2), pp.91-99.
Orji, C.I., 2019. Digital business transformation: towards an integrated capability framework for
digitization and business value generation. Journal of Global Business and
Technology, 15(1), pp.47-57.
Tsai, C.H., Zdravkovic, J. and Stirna, J., 2021, September. Requirements for a digital business
ecosystem modelling method: an interview study with experts and practitioners.
In International Conference on Business Informatics Research (pp. 236-252). Springer,
Cham.