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10 CRM Case Studies From the World’s Biggest Brands 2024

  • Category : Case Studies , CRM , Marketing
  • Last updated on August 2, 2023
  • By Viktor. A
  • No Comments

CRM Case studies

It is no news that customers are constantly demanding deeper and more meaningful relationships with their chosen brands. That’s why organizations are currently leveraging CRM software to serve their customers better.

Today, we’ve put together useful CRM case studies from some of the world’s biggest brands. This article highlights CRM case studies uses and vital lessons you can replicate in your business.

Before we proceed, let’s look at the meaning of customer relationship management (CRM)

There are two main definitions of a CRM:

  • It refers to a business’s principles and strategies to engage better and retain its customers.
  • It refers to a software system that helps businesses to manage client relationships, leads, contacts and campaigns. Also, it allows companies to automate their processes and increases productivity.

Examples of CRM Software for lead generation, contact management, and automation are:

Table of Contents

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Freshsales automates your sales process, and helps drives sustainable business growth.

Best for Workflows

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Customize your workflows to track all aspects of the sales cycle, from lead gen to post-sale support.

Best CRM Case Studies

If you’ve ever looked at brands like Apple, McDonald’s, Amazon or even Zara and are wondering how they’re run such conglomerates and still efficient in customer service. Keep reading then; you’re about to find out.

Scott Cook said, Instead of focusing on the competition, focus on the customer. Most of these brands have no superpower. They’ve only learned to focus on only one thing – the customer.

When you’re obsessed with delighting your customers, you will devise creative ways of satisfying them. Let’s go right in.

1. Coca-Cola CRM

The Coca-Cola Company is one of the world’s oldest and most influential brands. With a presence in over 200 countries, Coca-cola started as a carbonated soft drink business. But today, they are a conglomerate with over 200 product lines servicing billions of customers globally.

Logically speaking, for them to exist across several decades and remain relevant and competitive says a lot about their customer service. That said, let’s examine their customer relationship management (CRM).

Coca-Cola CRM Case Study:

Coca-cola’s mission is “ to refresh the world in mind, body, and spirit, to inspire moments of optimism and happiness through our brands and actions, and to create value and make a difference .”

Inspiring optimism and happiness are at the core of Coca-Cola’s CRM strategy. This is evident in their  marketing campaigns , billboards, brochures, commercials, store locations, and products.

We have billions of transactions a day on Salesforce. And everything is connected collaborative, and mobile.

– Ulrik Nehammer, Coca-Cola Germany, CEO.

Coca-Cola uses several enterprise CRM platforms to manage its clients’ relationships and stores globally. They use Salesforce and SAP primarily for contact management. System Applications and Products (SAP) is a strategic enterprise management platform. It’s quite robust and feature-rich.

While they use SAP globally, they use Salesforce on some of their country divisions to manage their business flow, connectivity, and contact management.

Read our complete Coca-Cola case study here.

2. Zara CRM

When you hear the word “Zara”, what comes to mind is clothing, luxury, and lifestyle. Established in 1975, Zara is a Spanish multi-national retail clothing chain.

They specialize in clothing accessories, beauty, shoes, and other lifestyle products. Zara’s phenomenal success in fashion and beauty is a testament to its solid CRM strategy. They effortlessly delight their customers in a way that leaves them returning for more.

Zara CRM Case Study:

Zara’s mission is to “ give customers what they want, and get it to them faster than anyone else .” Deducting from their mission statement, you can see a wordplay that puts royalty and kingship on their customers.

Zara’s CRM case study aims at elevating their customer’s needs above the company objectives. Zara leverages transparency, incentives and perks, support, personalization, swift check-out, and social media to achieve this.

The success of your business is based in principle on the idea of offering the latest fashions at low prices, in turn creating a formula for cutting costs: an integrated company in which it is manufactured, distributed and sold.

– Amancio Ortega – Founder, Zara Fashion Chain

Zara CRM starts with their website, which has a simple UI and is highly personalized to suit the user’s needs. Then, they’re massively present on social media and contribute to social issues affecting their clientele.

Lastly, Zara’s CRM is not complete without transparency and incentives. They’re transparent in all their dealings and usually deploy incentive programs to delight customers.

3. Unilever CRM

Unilever is a British multi-billion dollar conglomerate that deals primarily in consumer goods and consumables. They are arguably the largest producers of soap globally.

Brands like Unilever that have stood the test of time in quality, customer service, transparency, and consistency are worth emulating. With over 400 brands in about 190 countries, Unilever’s CRM strategy is paying off.

Unilever CRM Case Study:

Unilever’s mission statement is “ to add vitality to life. We meet everyday needs for nutrition, hygiene and personal care with brands that help people feel good, look good and get more out of life .”

Unilever’s CRM strategy focuses on elevating people’s well-being and helping them enjoy life to its fullest. This singular aim is the driving force behind their great customer experience initiatives, marketing campaigns, products, and positioning.

It’s about digitizing all the aspects of Unilever’s business to leverage the world of data and increase our digital capability in everything we do.

– Alan Jope, CEO at Unilever.

Another main Unilever’s CRM strategy is centred around Value-Based Procurement. They are keen on supporting their suppliers with upfront value. And they achieve this by empowering their suppliers and distributors with the tools to better relate with them.

They use Salesforce to support their business community and build solid relationships with their partners.

Bayerische Motoren Werke AG, known as BMW, is Germany’s leading automobile brand. They’re a luxury car brand and the  fourteenth largest producer of motor vehicles . BMW cars are known for their standard, uniqueness, and luxury. Let’s examine BMW’s CRM strategy.

BMW CRM Case Study:

BMW’s mission is to “ become the world’s leading provider of premium products and services for individual mobility.”  You’ll agree that BMW has become the world’s leading provider of premium automobile products. But the big question is, how did they get there?

BMW CRM case study is not too distant from the others. Firstly, the focus is on treating customers fairly, which is clearly stated in their  Supplier Programme . Their suppliers and end-users are at the core of their CRM strategy, which has kept them going.

I promise our customers will never have to compromise between driving pleasure and sustainable mobility.

– Oliver Zipse, CEO BMW AG.

Secondly, BMW CRM is focused on producing premium cars to attract new customers and retain the existing ones. And fortunately, it works for them. I’ve seen a couple of folks switch car brands to BMW because their cars are more reliable and have the highest quality

5. Tesco CRM

Tesco PLC is one of the world’s leading grocery and general merchandise retailers. With operations in over 11 countries, Tesco is a hyper-growth company swiftly expanding across territories.

Although it started as a grocery store, it is now morphed into several industries such as banking, technology accessories, and a few others. Not just that, they’ve been named among the top customer-friendly organizations.

Tesco CRM Case Study:

Tesco’s mission statement is  “What we make matters better, together. This statement encapsulates Tesco’s aim to serve customers across cultures and backgrounds.

Tesco is among the first multi-national brand to adopt CRM software. In 2009, Tesco announced that they were adopting the RightNow CRM (now acquired by Oracle).

The key to Tesco’s success is the customer-focused culture that has permeated the company.

– Jeremy Garlick, Partner, Insight Traction.

Tesco’s CRM was primarily used in their call centres to support their electronics division. Aside from that, they used it to amplify their omnichannel communication strategy by managing customer data and interactions across phone, chat and email.

Adopting a CRM helped Tesco be present at all times for their customer when needed across channels. Most importantly, they were able to win the hearts of their customers.

6. Uber CRM

With a presence in 72 countries, Uber redefines how we move and eat. Uber is an American mobility provider allowing people to move conveniently from one location to another. One of the things that makes Uber special is that they’re a mobility startup with no cars. That means they’re servicing two main customer bases: drivers and passengers.

As of the time of writing, Uber has a 72% market share for ride-sharing in the United States, with about 122 million monthly active users

Uber CRM Case Study:

Uber’s mission is “ Transportation as reliable as running water, everywhere for everyone .” In other words, they aim to make transportation accessible at any time.

The big question is, what CRM does Uber use? Uber uses LiveRamp as their CRM anonymizer. Essentially, they LiveRamp CRM to segment users into specific life-cycle stages. It allows them to craft personalized and targeted campaigns that resonate with the customers.

There is a high cost to a bad reputation… it really matters what people think of us, especially in a global business like ours, where actions in one part of the world can have serious consequences in another.”  

– Dan Khosroshahi.

Furthermore, Uber uses CRM to gain deeper insights into how customers use their apps, the frequency, and overall interaction, and even sample their IDs. With these insights, Uber can better serve and delight its customers. More on Uber’s case study here.

7. McDonald’s CRM

As the name implies, McDonald’s is a fast-food conglomerate. They’re currently the leading food service organization operating over 30,000 restaurants in more than 100 countries. McDonald’s expansion strategy is bent on franchises and joint ventures. They also have some sister brands in the fast-fast industry doing incredibly well.

Mcdonald’s CRM Case Study:

McDonald’s mission statement is  to be our customers’ favourite place and way to eat and drink.  Their mission statements depict McDonald’s passion for differentiation, uniqueness, and class.

McDonald’s CRM case study is hinged on their passion for differentiation, which is evident in the architectural designs of their restaurants, food recipe and taste, service delivery, and mode of operation.

Our sustained performance gives us confidence that our strategy is working, as more customers are experiencing a better McDonald’s daily.

– Steve Easterbrook, CEO, McDonald’s.

McDonald’s uses PowerCenter CRM, which is powered by Astute Solutions. This CRM helps McDonald’s efficiently manage their huge volume of customer contacts, analyze data, and manage their store location.

The benefits of CRM software to a business are enormous, and McDonald’s is not left out. They’re equally using it to enhance their marketing efforts and close more deals.

8. British Airways CRM

British Airways is a UK-based carrier and one of the biggest airline groups in the world. They’ve built a reputable brand over the years, which has also given birth to several sister brands.

BA Group is the founding member of the Oneworld alliance. They have over 45,000 employees in 100 countries and assist about 40 million passengers annually. So how are they able to still maintain awesome customer service?

British Airways CRM Case Study:

British Airways’ mission statement is “ To ensure our customers fly confidently that together, we are acting responsibly to take care of the world we live in “. British Airways’ CRM case study is centred around “making their passengers feel confident.”

As we prepare for a safe return to travel, we remain focused on offering our customers the most convenient and affordable testing options to support and facilitate a seamless travel experience.

– Sean Doyle, CEO, British Airways

British Airways uses TCRM BA as its enterprise management solution. The company adopted it in 2002, and since then, they’ve been using it to do the following:

  • Campaign management
  • Management of loyalty programs
  • Leisure database
  • External requirements
  • Cost savings

Best of all, they use this platform to efficiently manage and schedule all their marketing campaigns internally and externally. They also use for customer service across channels.

9. Amazon CRM

Amazon is an American conglomerate focusing on e-commerce, cloud computing, digital streaming, and artificial intelligence. They’re among the top 5 most valuable companies worldwide and one of America’s biggest employers.

Amazon, which started as an online book store, is currently dominating up to 7 industries. Not just that, they’re a customer-centric company famously known for their outstanding customer service.

Amazon CRM Case Study:

Amazon’s mission statement is “ to offer our customers the lowest possible prices, the best available selection, and the utmost convenience .” Amazon’s focus on the customer is truly remarkable.

Primarily, Amazon’s CRM case study follows these four guiding principles:

  • Customer obsession rather than competitor focus
  • Passion for invention
  • Commitment to operational excellence
  • Long-term thinking

We see our customers as guests at a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.

– Jeff Bezos, CEO of Amazon

In fact, they aim to become Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work. That drive to become the best led them to create innovative products like I-Click shopping, personalized recommendations, Amazon Echo, and Fire TV, to mention a few.

So, what CRM does Amazon use? Amazon developed its CRM in-house, which they use to manage its customer data across divisions, countries, languages, and products.

10. Apple CRM

Famously known for their slogan, think differently. Apple is a technology company specializing in consumer electronics, software and online services. Apple is the world’s most valuable company and the first to hit a trillion in market capitalization.

Apple CRM Case Study:

Apple’s mission is “ to bring the best user experience to its customers through innovative hardware, software, and services .” Like Amazon, Apple is a customer-centric company that is truly obsessed with its customers.

Apple is also obsessed with its product quality. Their products are highly standardized and unique. And it’s the reason why they enjoy a high level of brand loyalty. Apple’s customers are one of the most loyal sets of customers globally.

Apple CRM case study is centred around four cardinal points: Apple customer-centric outlets, understanding customer needs, Apple ID, & irresistible branding that works. I explained them in detail  here .

Also, like Amazon, Apple uses an in-house CRM to manage its customer data, marketing campaigns, and customer relationships. Apple loves owning their processes, so most of its operations are usually in-house.

Wrapping Up!

These case studies show us the efficacy and formidability of a CRM software. When out to efficient use, it can be a very powerful tool. And it doesn’t matter the size of your business, whether big or small. All you need to do is to pick a CRM that aligns with your business goals and run with it.

Looking for a CRM to start with? Here are our recommendations:  Zendesk ,  Pipedrive ,  Hubspot ,  Zoho  and  Freshsales . Click on any one of them to claim your free trial.

Frequently Asked Questions

Customer relationship management use cases are real-life examples and applications of CRM software and strategies. Like the 10 use cases from big brands listed in this article.

There are tons of use cases for CRM systems, but here are three profound ones: CRM systems can serve as a contact management system, a pipeline system for attracting and converting them paying customers, and a workflow automation station.

Essentially, the main components of CRM are contact and database management, workflow automation, omnichannel marketing capability, and integration options.

Viktor. A

Viktor. A is a writer and researcher with experience writing about various topics, including CRM software, SaaS, finance, and technology. When he's not writing, he's swimming and travelling

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Apple, Amazon, and… your business? Join the ranks of the planet’s biggest brands, and find out how CRM is the secret to their success

How did a handful of ambitious thinkers take simple ideas and grow them into instantly recognisable brands, and… into companies worth hundreds of billions of pounds?

Well, they did it by retaining a firm focus on the customer. And they did that through the use of CRM (Customer Relationship Management) .

  • A type of software (such as Maximizer or Salesforce ) that helps businesses manage leads, deals, and clients, and craft targeted marketing campaigns.
  • The specific strategies via which a business engages and retains its existing customers.

With CRM , the Tescos and Amazons of this world were not only able to win new customers, clients, and users – they got lifetime value out of them. With targeted marketing campaigns , these brands hit the right people with the right offers, at exactly the right time.

So, what kind of lessons can you take from the best in the business? Is CRM the key with which you can unlock your own company’s potential, and fuel commercial growth on a scale that rivals the big guns? Let’s take a look at our top 11 CRM case studies from the world’s leading brands .   Or, if you're just ready to get started with a CRM system yourself, check out our recommended partners below. 1. Tesco CRM Tesco is a truly global business. It’s one of the world’s top 10 retailers , with supermarkets across Asia, Europe, and North America. With more than 3,400 stores in the UK alone, you’ll probably know it as your first port of call for a spontaneous pint of milk, or for an indulgent £3 meal deal during your lunch hour. So, what’s the secret to Tesco’s success? Well, it boils down to one main factor: The Tesco Clubcard . Tesco CRM: Case Study The Tesco Clubcard is Tesco’s way of rewarding its most loyal customers. For every pound you spend online or in-store, you’ll get a point. These points, when accumulated, can be traded in for Tesco Clubcard ‘vouchers’ (for instance, 150 points gets you a £1.50 voucher). A voucher can then be traded in for rewards, such as an afternoon at Cineworld with the kids (a timeless experience), or an evening at Pizza Express (enjoy it while you can). Clubcard holders can also collect points at Tesco fuel stations, and by filling out feedback surveys online. What’s in it for Tesco? Returning customers that are invested in the brand, and whose opinion Tesco can leverage to continue improving its growing basket of offerings. 2. Apple CRM This one needs no introduction. Founded by visionary Steve Jobs in 1976, this instantly recognisable brand is the apple of many a tech-lover’s eye. Apple has given us the iPad, iPhone, iMac, and Apple TV. But anyone who’s ever used one of its slick, stylish products knows that Apple’s appeal goes far beyond its niftiest handheld devices… … because it’s how it treats its customers that’s the key to Apple’s success.  Apple CRM: Case Study Let’s take Apple ID as an example. If you’ve ever used iTunes (Apple’s online music streaming service), you’ll have an Apple ID – and if you’ve ever used an Apple device, you’ll have had to register it using an Apple ID, too.  These unique IDs synchronise across devices, remember music and film selections, and provide personalised recommendations based on what’s you've been watching or listening to. For the user, it offers convenience. And for Apple, it’s a constantly updating data set, telling the company exactly what its customers like and allowing for effortless, targeted marketing. It’s…. CRM, done well. 3. Uber CRM Uber arrived in 2009 to spearhead the ride-sharing revolution, and has quickly become a household name. But, with a huge host of new competitors driving costs down (not to mention a few other issues ), Uber’s monopoly over its 95 million worldwide monthly users could be under threat. Can Uber hold on? And what can help us understand how successful Uber has been thus far in retaining its enormous customer base? Uber CRM: Case Study Well, CRM is a good place to start – and for Uber, it’s industry-leading CRM software provider Salesforce that’s powering the ride-sharing giant’s strategy. Salesforce helps Uber extract data from people engaging with its brand on social media. With this system in place, Uber can reply with haste to customer complaints, and track all its interactions with the public from an intuitive dashboard. And, of course, it runs its own loyalty program. Uber Rewards lets you earn points every time you ride or eat with Uber, and redeem them across its increasing range of services. It’s a textbook example of how Uber is incentivising customers to keep relying on its brand, as it continues to branch out . 4. British Airways CRM In the hotly contested, heavily consumer-oriented aviation space, you’ve got to get your CRM strategy right. And, clearly, British Airways (BA) does – flying 145,000 people to more than 200 destinations every day . So, why do its customers keep coming back? The answer can be summed up in two words… Executive. Club. British Airways CRM: Case Study The British Airways Executive Club is an example of CRM loyalty schemes done right. Free to join and with no ongoing charges, the club allows customers to earn ‘Avios’ points through purchasing flights, hotel stays, holidays, or car rental through BA or its partners. Avios points can then be redeemed for discounts on travel or accommodation with (you guessed it!) BA.  Customers can save their meal and seat preferences, making for a smoother, more seamless re-booking experience. And, as they continue to fly with BA, they’ll be able to progress through the levels of Executive Club membership – from blue to bronze, silver to gold, then (maybe one day) the elusive ‘Premier’ tier. To keep track of all this, BA has been been using a CRM solution called Teradata since 2002. It allows the airline to keep track of all the customers on its books, and re-engage them with offers and deals targeted to their level of membership and favourite destinations. 5. Nokia CRM Nokia has been around the block a few times. We’ve all owned one of its basic, ‘brick’ design mobiles at some point, and while these phones may seem a bit antiquated now, they’re still virtually indestructible – and perfect for a quick game of Snake while waiting for the bus. Despite iPhones and Galaxys hogging the plaudits more recently, Nokia’s brand is still ticking away. It's currently valued in the region of a whopping 10 billion USD – and Nokia stock is poised to make an unexpected comeback in 2021 . So, what’s its secret? CRM, of course! Nokia CRM: Case Study Nokia implemented Salesforce (that name again) to help manage the size and diversity of its client base. Salesforce allows Nokia to customise its product range and marketing to suit geo-specific locations. Nokia’s collaboration with CRM brought order to chaos, empowering marketing departments across countries and languages to organise customer data. Through the selecting and segmenting of data into specific target groups, Nokia’s team saw more effective lead generation – which probably helps explain why its brand is still thriving. 6. McDonald's Every day, McDonald’s serves almost four million customers in the UK alone – about the population of New Zealand. Worldwide, that figure’s more like 69 million – roughly the size of Great Britain’s own populace. So, with such a vast empire and super-sized customer database, how does this fast food giant ensure their customers keep lovin’ it? With an industry-leading CRM strategy, that’s how. McDonald's CRM: Case Study McDonald’s partners with Astute Solutions , allowing the restaurant chain greater insights into consumer feedback and satisfaction levels. Being able to assess restaurants by region, or even individually, means that McDonald's can quickly spot potential customer relationship issues, and resolve them before they become a serious problem. And, with Astute Solutions, McDonald’s can also: Provide both its franchisees and corporate managers with live access to customer information Integrate data from its dynamic network of restaurants into an effective CRM tool Increase the accuracy of its reporting, and inform more intelligent decision-making As Christopher Garrity, McDonald’s’ own Senior Director of Customer Satisfaction, espouses: “CRM [is a] critically important function for any large company. It’s clear that Astute understands the important role it plays, and meets the ever-changing needs of our prime customers through continued innovation.”

Prime customers… was the pun intended? We don't know.

What we can tell you, though, is that one too many Big Macs may leave you feeling bloated and unmanageable… but your SME’s customer database doesn’t have to be. Browse our guide to the best CRM systems for restaurants to learn more, or click below to start comparing CRM software quotes for your business.

7. Coca Cola CRM

coca cola logo

While Coca-Cola’s iconic recipe has remained a secret since 1886, this global beverage giant has been less coy about the other secret of its success – a dedication to the customer. It came as no surprise when Coca-Cola’s German branch adopted Salesforce – but what role did CRM software play in engineering the soft drink goliath’s continued growth?

Coca-Cola CRM: Case Study

“We needed to get much faster, to work on collaboration, connectivity, and scalability — and all that in a mobile context. Salesforce has been a fantastic partner, and a great help for us.”

That’s Coca-Cola Germany’s CEO, Ulrik Nehammer. He’s happy, because his customer service team is happy. And they’re happy because CRM software allows them instant access to customer history – which, in turn, allows them to hit their targets, and deal more efficiently with complaints.

With Salesforce, Coca-Cola Germany’s team can easily log issues with customers or suppliers, and then respond by dispatching field service technicians in real time. The result? A sweet 30% increase in productivity . Refreshing!

8. Unilever CRM

unilever logo

Also known as Europe’s seventh most valuable company, Unilever’s products are available in almost 200 countries around the world. With brands like Lipton, Magnum, and Hellmann’s under its considerable belt, Unilever has its fingers in a lot of pies. But does it have its finger on the pulse when it comes to managing its customer relationships?

Unilever CRM: Case Study

If you guessed yes, then you’re absolutely right. With the help of SAP CRM , Unilever improved its call centre capabilities, and boosted the productivity of its consumer advisory representatives. Just ask one of its head honchos:

“[CRM] enables faster response time to queries and needs raised by consumers. It provides for effective maintenance of our customer database, and allows for easy access to customer information for analysis and strategy development.”

  • Efren Samonte, Commercial Director – Unilever Philippines

And let’s face it, the proof of Unilever CRM’s effectiveness is, quite literally, in the pudding. Because if you’ve ever scoffed down a Magnum on a hot summer’s day, then you’ve witnessed first-hand the effectiveness of Unilever’s ability to keep customers coming back. Can you emulate them?

Hopefully! But to do so, you’ll need your own CRM first. While there are some free options you can go with, these are limited, not scalable, and certainly not fit for ambitious businesses. 

Nope – your best bet is to complete our quick, free quote finding form , to browse CRM options for your SME. We’ll just ask a couple of quick questions, including how many people you need the software for, and what features you’ll need. It takes half a minute at most, and when you’re done, you’ll receive quotes tailored to your business’ specific needs . 

9. Zara CRM

zara logo

Leading European clothing brand Zara specialises in fast fashion at low(ish) prices, and the profits are also moving quickly – it made almost 19 billion USD last year. But is it the price point that keeps Zara’s customers coming back, or its relentless, CRM strategy-powered focus on the customer? We think the latter.

Zara CRM: Case Study

Zara was one of the first to pioneer the use of personal digital assistants (PDAs) to capture customer data in real time – not just on transactions, but on their customer’s preferences and habits. CRM software comes in when it’s time to use this data to sell, sell, sell, re-engaging existing buyers with fresh discounts and campaigns.

10. BMW CRM

BMW Logo

Unless you’ve been living in a cave for the last hundred years, you’ll instantly recognise BMW’s iconic logo. Producing well over two million vehicles per year, and with its status as a film icon firmly cemented, BMW’s success shows no signs of slowing down. And though the cars may have changed a bit since the company was founded in 1916, its customer focus has remained just the same.

BMW CRM: Case Study

And again, a successful CRM strategy underpins it all. To execute it, BMW teamed up with Legacy Lifestyle to create a luxury loyalty scheme called – wait for it – ‘The Owner’s Circle’.

The Owner’s Circle lets BMW owners track their car’s financing and maintenance. Owners of new or old BMWs can also register their vehicles online. From here, they can check the status of a new car order, view the maintenance history of a used car, or get reminders about upcoming service milestones. There’s also an owner-to-owner chat box thrown in, for ultimate convenience. 

All this serves to strengthen the post-purchase relationship between BMW and its customers, ensuring an enduring connection long after they’ve rolled their car out of the garage. 

And, because any points earned through the Owner’s Circle can be used on a variety of luxury items, it strengthens BMW’s status as a luxury brand – and ensures it’ll be continuing to attract a lucrative clientele for many more years to come. 

11. Amazon CRM

Amazon Logo

We could spend all day throwing statistics demonstrating Amazon’s popularity around, but let’s face it – we’re all familiar with Amazon. As the world’s leading online retailer, Amazon continues to go from strength to strength, led by its enigmatic founder and CEO Jeff Bezos. But how have Bezos and the gang been so good at winning, retaining, and consolidating users of their wildly popular online platform?

Amazon CRM: Case Study

By using CRM, that’s how. And if you’ve ever used Amazon (and the data says you probably have), you’ll know how hard its tailored offers, recommendations, and promotions – all based on your past purchases – can be to resist. 

Plus, by asking its customers to register for an account, Amazon makes it extremely easy for customers to re-order. Cash-rich, time-poor consumers can pay with a click, and have their goods gracing their doorstep within 24 hours. 

Want to know more? Check out our full Amazon CRM case study to read more about how this ecommerce behemoth is crushing the competition.
We’ve said it before, and we’ll say it again – customers are the most important part of your business. Without them, you wouldn’t have one!

With that in mind, then, ensuring you have at least some kind of CRM strategy is crucial. How will you draw in new leads, juggle unfolding deals, and manage prospects and client relationships? How will you keep your customers engaged, ensuring they continue to use your services while identifying with your brand and values?

If these big brand CRM case studies have shown us anything, it’s that CRM software is just as important as the strategic side – all of the big companies are using it to manage customer data, and extract key insights which can help improve customer experience. Here are some CRM systems that we can highly recommend for all types of businesses:

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Not sure which CRM software is right for your business? To find out, simply fill in our 30-second form . We’ll ask a couple of questions about your software needs, and you’ll receive tailored CRM quotes from leading UK providers . And who knows… give it a few years, and your business could be on this list!

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5 Lessons for Digital Transformations from a Case Study On Amazon

Learn crucial digital transformation insights from Amazon's case study in just 5 lessons.

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Within the rapidly changing digital landscape, Amazon is a prime example of a business that has effectively executed digital transformation . Its constant commitment to customer satisfaction, creative application of big data & artificial intelligence, supply chain optimization, robotics integration, & unmatched scalability have completely changed the e-commerce sector. Examining this Amazon case study in detail will reveal five priceless takeaways from its path that businesses of all sizes may apply. These lectures cover the fundamentals of automation, data-driven decision-making, operational effectiveness & the vital ability to grow & change in a world that is changing quickly. Because of its incredible success, organizations looking to succeed in the digital space can use Amazon as a beacon of light. So let’s discuss deeply what we can learn from Amazon & become successful in business. 

case study of crm in amazon

5 Lessons From Amazon’s Digital Transformations: 

1. customer experience:.

Customer experience is Amazon's top priority. The company is continually innovating to discover new methods to make the customer experience smoother. For example, Amazon presented a one-click checkout to make it more comfortable for customers to buy products. Amazon also uses artificial intelligence to suggest products to customers based on their previous purchases & browsing history.

Examples of Amazon's customer-centric initiatives:

  • Amazon Prime: Amazon Prime is a membership program that offers customers various advantages, including free two-day shipping on millions of things & access to exclusive streaming content.
  • Amazon Go: Amazon Go is a chain of cashierless convenience stores where customers can just pick up the items they want & walk out and their purchase will be automatically delegated to their Amazon account.
  • Amazon Alexa: Amazon Alexa is a voice assistant that customers can use to shop, play music, get updates & handle their smart home devices.

2. Artificial Intelligence And Big Data:

Artificial intelligence & big data are essential for Amazon's digital transformation. The company uses AI to power its recommendation engine, fraud detection system & customer service chatbots. Amazon also uses big data to analyze customer behavior & trends. This data helps Amazon to improve its products, services & operations.

Examples of Amazon's use of AI & big data in trial:

  • Amazon's recommendation engine: Amazon uses AI to suggest products to customers based on their past purchases & browsing history. This helps customers to browse new products that they are likely to be interested in.
  • Amazon's fraud detection system: Amazon uses AI to detect & prevent fraudulent transactions. This helps to protect customers & Amazon from financial loss.
  • Amazon's customer service chatbots: Amazon uses AI-powered chatbots to answer customer questions & resolve issues. This helps to provide customers with fast & efficient customer support.

3. Supply Chain Optimization:

Supply chain optimization is required for Amazon's success. The company has funded heavily in its supply chain to confirm that it can deliver products to customers quickly & efficiently. Amazon uses AI to optimize its stock levels & shipping lanes. 

Examples of Amazon's innovative supply chain optimization initiatives:

  • Amazon's predictive inventory management system: Amazon uses AI to predict customer demand & ensure that it has the right products in stock at the right time. This helps to minimize stockouts & overstocking.
  • Amazon's dynamic shipping routes: Amazon uses AI to customize its shipping routes based on real-time traffic situations & weather information. This helps to make sure that customers receive their products as fast as possible.
  • Amazon's fulfillment center network: Amazon has a network of fulfillment centers all around the world. This allows the company to supply products to customers fast, even if they live in isolated areas.

4. Robotics

Robotics is another key element of Amazon's digital transformation. The company uses robots in its fulfillment centers to pick, pack & ship products. Robotics has helped Amazon to improve the efficiency and accuracy of its fulfillment operations.

Examples of Amazon's use of robots in practice:

  • Amazon's robotic pickers: Amazon uses robotic pickers to pick items from warehouse shelves. This helps to speed up the picking process & reduce errors.
  • Amazon's robotic packers: Amazon uses robotic packers to pack items into boxes. This helps to improve the accuracy & speed of the packing process.
  • Amazon's robotic shippers: Amazon uses robotic shippers to move boxes around its fulfillment centers & load them onto trucks. This helps to enhance the efficiency of the shipping procedure.

5. The ability to Scale

Scalability is important for Amazon's growth. The company has created a scalable infrastructure that can manage millions of transactions per day. Amazon's scalable infrastructure lets the company to grow fast into new markets & launch new products & services.

Examples of Amazon's scalable infrastructure initiatives:

  • Amazon Web Services (AWS): AWS is a cloud computing platform that Amazon delivers to businesses & individuals. AWS allows businesses to scale their IT resources up or down as required.
  • Amazon's distributed computing platform: Amazon uses a distributed computing platform to manage its huge workload.

Challenges Faced During Amazon's Digital Transformation:

case study of crm in amazon

While Amazon's success in digital transformation is indeed remarkable, it's important to acknowledge that their journey was not without challenges. Understanding these challenges can provide valuable insights for organizations embarking on their own digital transformation efforts:

1. Changing customer expectations: 

Amazon's customers have come to expect a high level of convenience & service. The company has had to constantly innovate to keep up with these expectations.

2. Technological challenges:

Amazon has had to invest massively in new technologies like artificial intelligence & big data. This has been a challenge in terms of price, time & expertise.

3. Organizational challenges: 

Amazon has had to transform its organizational culture & structure to support its digital transformation. This has been a challenge for both employees & managers.

4. Competitive challenges: 

Amazon works in a highly competitive industry. The company has had to continually evolve its business model to stay ahead of its rivals.

Here are some specific examples of the challenges that Amazon met during its digital transformation journey:

  • When Amazon first launched its online bookstore, it faced the challenge of convincing customers to buy books online. This was a new concept at the time & many people were hesitant to trust their credit card information to an online retailer. Amazon overcame this challenge by offering a number of customer-friendly features, such as free shipping & a generous return policy.
  • As Amazon expanded its business into new areas like electronics & apparel, it faced the challenge of building relationships with new suppliers. Amazon had to develop a system for evaluating & onboarding new suppliers & it had to negotiate favorable pricing & terms.
  • As Amazon's customer base grew, it faced the challenge of managing its inventory & shipping operations efficiently. Amazon had to develop sophisticated systems for tracking its inventory levels & optimizing its shipping routes.
  • As Amazon joined new markets, it faced the challenge of adjusting its business model to regional cultures & rules. For example, Amazon had to learn how to capitulate with different tax laws & labor regulations in various countries.

Amazon has successfully overpowered all of these challenges & it is now one of the most successful businesses in the world. The company's digital transformation has been a critical factor in its victory.

In addition to the challenges listed above, Amazon has also faced challenges like

  • Cybersecurity: Amazon is a prime target for cyberattacks & the company has had to invest laboriously in cybersecurity actions to rescue its customers' data.
  • Counterfeit goods: Amazon has had to take steps to fight the sale of fake goods on its platform.
  • Labor practices: Amazon has been criticized for its toil practices, especially in its fulfillment centers. The company has taken steps to grow its labor practices, but it continues to face scrutiny.

Key Technologies and Tools in Amazon's Digital Transformation:

case study of crm in amazon

Amazon's digital transformation success is underpinned by a strategic adoption of various cutting-edge technologies & tools. Understanding these key elements can offer valuable insights into their transformation journey:

1. Cloud computing: 

Amazon Web Services (AWS) is Amazon's cloud computing platform. AWS supplies a wide range of services, including computing, storage, networking, databases, analytics, machine learning & artificial intelligence. AWS permits Amazon to raise its IT resources up or down as required & to develop & deploy new applications quickly & efficiently.

2. Big data: 

Amazon uses big data to investigate customer manners & trends and to enhance its products, services & processes. Amazon collects data from different sources, including customer purchases, website visits & social media interactions. Amazon then uses this data to generate insights that can be used to grow the customer experience, develop new products & services, and customize operations.

3. Machine learning: 

Amazon uses machine learning to develop & improve its AI applications. Machine learning permits Amazon's AI applications to learn from data & improve their implementation over time.

4. Internet of Things (IoT): 

Amazon also uses IoT technology to improve its procedures & customer experience. For example, Amazon uses IoT sensors to track the movement of products through its fulfillment centers & to monitor the temperature & humidity in its warehouses.

In addition to these key technologies, Amazon also uses many other tools to sustain its digital transformation. For example, Amazon uses the following:

1. Software development tools: 

Amazon uses a variety of software development tools, including Git, Jira & Confluence. These tools help Amazon's developers to build & maintain high-quality software applications.

2. Project management tools: 

Amazon uses project management tools, like Asana and Monday.com, to track the progress of its digital transformation projects & to ensure that they are completed on time & within budget.

3. Communication tools: 

Amazon uses communication tools, like Slack & Zoom, to facilitate communication & collaboration between its employees.

4. Customer relationship management (CRM) software: 

Amazon uses CRM software to manage its customer relationships. CRM software helps Amazon to track customer interactions, identify sales opportunities & provide better customer service.

5. Enterprise resource planning (ERP) software: 

Amazon uses ERP software to manage its business processes like accounting, manufacturing & inventory management. ERP software helps Amazon to improve the efficiency & accuracy of its operations.

Conclusion:

Amazon's digital transformation journey serves as a beacon of creation, innovation & adaptability in a heavily evolving digital landscape. As we've explored the five key lessons from Amazon's case study, along with the challenges they encountered & the technologies that fueled their transformation, it's clear that the company's success is not a mere stroke of luck but a result of meticulous planning, strategic execution & relentless commitment to customer satisfaction. If you are looking for a digital transformation tool for your business partner with Hybrowlabs .

case study of crm in amazon

1. How did Amazon prioritize customer experience in its digital transformation?

Amazon placed customer satisfaction at the core of its digital transformation efforts by focusing on personalization, user-friendly interfaces & customer feedback. The company's commitment to providing a seamless shopping experience helped build customer loyalty & retention.

2. What role did artificial intelligence and big data play in Amazon's success?

Artificial intelligence & big data were instrumental in Amazon's success. These technologies powered customer recommendations, inventory management & fraud detection, leading to data-driven decision-making & improved operational efficiency.

3. How did Amazon optimize its supply chain through digital transformation?

Amazon optimized its supply chain by implementing real-time inventory management, demand forecasting & logistics efficiency. This streamlined operations reduced costs & enabled faster delivery to customers.

4. What were the key applications of robotics in Amazon's digital transformation?

Robotics played a crucial role in Amazon's warehouses, automating tasks like picking, packing, & inventory management. This automation enhanced speed, accuracy & cost-effectiveness in fulfillment operations.

5. How did Amazon's ability to scale impact its digital transformation journey?

Amazon's ability to scale was supported by its cloud computing platform, Amazon Web Services (AWS). This allowed the company to rapidly expand its operations & innovate, providing the necessary infrastructure & services for growth.

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14.7: Case study - Amazon Prime

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One-line summary

Amazon Prime has become one of the largest and best loyalty programmes in recent years, despite not using point systems and oversimplified projections of loyalty. They provide consumers real value by addressing their needs for instant gratification and exclusivity, while streamlining the customer experience and seeing a substantial financial return for the company.

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The problem

Amazon noticed that shipping was often a stumbling block when it came to completing purchases. If shipping took too long, users would drop out of the purchase. Similarly, if users purchased an item that was less than the minimum to receive free shipping they would also abandon the purchase. They needed to somehow streamline this process, so that customers would complete their purchases.

They considered a loyalty program that would address these two aspects, but knew that customers are inundated with loyalty programmes that offer cash-backs and promotions. Every retailer, bank and service provider all provide some form of loyalty programme that is very similar to all the others.

Amazon noted that many loyalty programmes fail because they don’t meet the needs of the customer and promise delayed gratification. They offer customers nothing new nor anything they can derive any real benefit from in the short term. Customers have to build up points and cashbacks and wait to receive their reward. Many customers have become wary of loyalty programs, and see them as just another way to extort more money from consumers.

Customers need something that offer real benefits, and that they are willing to pay US$ 99 a year for. They want real value immediately and not something they need to wait months or years to see any benefit from.

The solution

Amazon Prime provides its customers with what they really want and need from the brand. It has created a program that is designed to meet customer’s need for instant gratification and removed the stumbling blocks in the purchase process. Prime members receive next day delivery on all items, and do not need any minimum value in their shopping carts to receive free shipping. They reap the benefits of the program immediately and every time they shop online.

Instead of making these shipping features free, Amazon Prime made the service part of an exclusive loyalty programme that users had to pay a yearly fee to benefit from. So, in addition to tapping into instant gratification, Amazon Prime also made use of customers’ want to be involved in something exclusive, that would set them apart from general customers. As well as shipping benefits, Amazon Prime users would get access to exclusive deals and discounts, as well as first option on new products. Prime members get to see and purchase products before they are made available to other customers.

To ensure they provided perceived real value, Amazon also included access to their entire library of Amazon Prime videos in the Prime membership. Although the fledging library cannot rival Netflix, offering the content free enables it to gain an audience to test out content and gain insights for future content development. This means that the customer receives great value in the form of online viewing content, and the brand gains invaluable input that it can use to fuel further development.

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Amazon Prime is more than a loyalty or a rewards program, it is a privilege program that taps into customers’ need for feeling important and special, as well as addressing stumbling blocks in the purchase process, and meeting our growing need for instant reward (YourStory, 2017).

The results

Amazon has created a truly extraordinary loyalty programme that users are prepared to pay for. By providing customers with what they need and streamlining the customer experience, Amazon has demonstrated that gimmicks and cash backs are not the solution for loyalty programmes. Amazon Prime saw rapid adoption in the US, and still sees a 40% increase in subscriptions year on year even though the loyalty program is nearly 12 years old. As of early 2017, 60% of Amazon’s US customers have a Prime membership, with the total number of Prime subscribers hitting 80 million. Prime members also spend nearly double (US$ 1 300) what non-Prime members do (US$ 700) per year (Business Insider, 2017). The programme has been a huge success for the brand, with revenue from Prime alone making up US$ 6.4 billion in 2016. The programme is so successful that revenue from subscriptions alone is nearly enough to cover the largest cost of the company, its overall shipping costs (Bloomberg, 2017).

Essentially, establishing customer loyalty is about providing users with an experience that is simply better than anything else, so that users change their purchase behaviour to favouring your brand. And that is exactly what Amazon has been able to achieve through Prime (LooseThreads, 2017).

Amazon CRM Case Study

  • By Ally Cox
  • 2 years ago

Amazon CRM Case Study In this Amazon CRM case study, we will examine the company’s efforts in managing its customer relationship management (CRM). We’ll also discuss how Amazon uses data to personalise customer experiences and build a loyalty program. We’ll discuss the company’s recommended collaborative filtering system. These four aspects are crucial to a successful […]

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A STUDY ON AMAZON: CRM

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In order to gain customer satisfaction and loyalty amazon use Customer Relationship Management system (CRM). CRM system follows the following application to collect information of the customer. All personal information of customers their credit card record, transaction record, order record, profile, their past purchase history are collected in the database. The order processing system takes care of the transaction record with secured transaction method and it delivers instruction to the delivery system for the execution of shipment. Through customer feedback, customer interest, wish list, product reviews web page system Collect customer information. Automated communication is ensured with customers through e-mail and massage systems and order information systems. (Jenkinson, 2005; Hottovy, 2011) With the CRM system amazon successfully integrates customer sales, services and communication. (Jenkinson 2005; Manjoon 2011)

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