Amazon bonding customers with integrated service
Amazon’s interest in technology is as a means to deliver value through integration and CRM thinking. Angus Jenkinson Professor of Integrated Marketing Luton Business School angus.jenkinson@luton.ac.uk Branko Sain Research Fellow Luton Business School branko.sain@luton.ac.uk

The Centre for Integrated Marketing has been funded by industry to research best practice and develop intellectual and other tools on behalf of leading marketers and their agencies.

Contents

Highlights Integrated Marketing learning points Overview of how Amazon operates CRM strategy in practice 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. Invest according to customer value. Optimise the whole customer relationship, not just acquisition. Be trustworthy in ethics and brand values. Service each customer community appropriately. Create enduring value first, tactical worth second. Manage the relationship at all appropriate touch points. Bring imagination to the customer experience. Measure and learn. Use technology like an artist. Make it good for everyone. 6 7 8 9 11 12 13 13 14 14

3 3 4 5

Executive takeaway 11. Notes Error! Bookmark not defined.

17

Integrated Marketing is an holistic discipline that inspires coherent and creative organisation, culture and customer experience alignment around fundamental truths of the brand to deliver value to customers, employees and the organisation.

Permission is given for this paper to be copied, forwarded, distributed or quoted from provided that the authorship is acknowledged. For further information and case studies, visit the Centre website on www.integratedmarketing.org.uk

© Centre for Integrated Marketing, University of Luton

01/04/2005

Page 2

Highlights
The Amazon brand was born in the insight that the Internet could revolutionise the means to sell to consumers. The race to Internet