According to Paul Greenberg, Amazon.com is the master of the 2-minute relationship, and Boeing is the master of the 10-year relationship. Visit www.boeing.com and www.amazon.com. From Greenberg’s statement and from the appearance of these Web sites, it appears that Boeing is committed to traditional CRM and Amazon.com to social CRM. Give evidence from each site that this might be true. Explain why the products and business environment of both companies cause this difference. Is there any justification for traditional CRM at Amazon.com? Why or why not? Is there any justification for social CRM at Boeing? Why or why not? Based on these companies, is it possible that a company might endorse enterprise social networks but not endorse social CRM? Explain.
Solution
Amazon being the champion of the invention of the optimization of the two-minute relationship is using the social CRM. The Social CRM is used to engage the customer in a collaborative conversation. The website of Amazon shows:
- Company information, including the investor relations, press releases, and newsroom
- Deals, gifts, and offers
- Products for online shopping
- The advertisement offers
- Transaction options
The type of information which can be collected from this type of website can give more detail about the customer and prospects of the Amazon showing their interest, lack of interest, buying behavior, and payment preferences (Amazon.com).
On the contrary, the website of Boeing shows:
- Objectives, mission, values, culture of the company
- A Media page showing news, image, email subscription, biographies of executives
- Product Portfolio
- Carrier information-Commercial, space, and defense
- Global presence by the services offered by the company
- Initiatives were taken –innovative programs
- History of the firm
- Career at Boeing
- Separate supplier website link
- Separate investor website link
- Separate store/merchandising website link
This type of website seems to be centric on collecting the traditional CRM information. The customers of Boeing are; commercial organizations, defense authorities, and space organizations (Boeing). These do not share their thoughts on the product experience of Boeing on social platforms. However, this does not mean that the company cannot get benefit from the social CRM. There have been organizations who have endorsed Enterprise 2.0 without considering the Social CRM; however, it best works together. Traditionally, the Enterprise 2.0 is based on employees and suppliers. Thus, companies like Boeing can get advantage from it. Social CRM is based on customers in a personalized way. It would be more relevant if these both are used to simultaneously create a social business benefiting companies like Amazon.
Work Cited
Amazon.com. “Amazon.” Amazon. Amazon, 24 February 2018. Web. 24 February 2018. https://www.amazon.com/.
Boeing. “Boeing Supplier.” Boeing. Boeing, 24 February 2018. Web. 24 February 2018. http://www.boeingsuppliers.com/.
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