Exegesis of Zappos’ strategies on customer relationship management and enterprise resource planning
How Zappos stands out with customer relationship management (CRM) and enterprise resource planning (ERP)
One of the primary goals of any marketing strategy should be to identify and meet the needs of the consumer. Implementation of a Customer relationship management (CRM) has contributed to Zappos’ greater customers satisfaction and the long-term relationships with companies and customers.
“Customer relationship management (CRM) is a means of managing all aspects of a customer’s relationship with an organization to increase customer loyalty and retention and an organization’s profitability” —Paige Baltzan
Zappos is a good user of the two primary components of CRM strategy: operational CRM and analytical CRM. Through operational CRM, Zappos communicates with its customers via various communicating channels, and satisfies their needs by ordering different styles and sizes products as they want and providing free shipping and free return. Zappos then keeps tracking their customers and get customer information such as shopping preferences and behaviors.
