Index

1. What is Customer Loyalty?.…………………………………………………..3

2. Overview of the selected program………………………….........................4

3. Attraction to the customer……………………………………........................5

4. Cost and Benefits to the company………………………….........................6

5. Current implementation (pros and cons)…………………………………….7

6. Recommendations to improve the specific chosen program………………8

Customer Loyalty
Customer loyalty is a customer's willingness to buy from or work
with a brand again and again, and it's the result of a positive
customer experience, customer satisfaction, and the value of the
products or services the customer gets from the transaction.
Brands always wants to provide great customer service, so
customers will continue subscribing or purchasing. But customer
loyalty is paramount to brands' success -- because loyal customers
can grow business faster than sales and marketing.
Overview of Amazon Prime
Amazon Prime is a paid subscription service offered by Amazon that
gives users access to many services and benefits that would
otherwise be unavailable, or cost extra, to the typical Amazon
customer. This includes free two-day delivery, Two hour delivery for a
fee through Prime Now, streaming music and video, and other
benefits.

In April 2018, Amazon reported that Prime had more than 100
million subscribers worldwide.

Amazon Prime has an estimated 10 million subscriber as per the

industry sources, in India.
Attraction to the customer
 Cost and Benefits to the company
•Cost of soft Higher
benefits, such profits
as perks,
recognition through
and member retaining
events customers
Rewards More
Vendor redemption Free
purchases
contracts and accrued Marketing
liability overall

Cost IT investment
and Increases
Benefits
More
Research and
development
subsequent company frequent
maintenance referrals purchases
for content

Business No Lowers
overhead Marketing and
like payroll advertising acquisition operating
and staffing costs costs
Current implementation (pros & cons)
Pros
• Items delivered fast and free – One - Day and Two - Day Delivery
• Tv Shows and Movies - Unlimited Streaming
• Read hundred of eBooks for free
• Advertisement Free Music
• Grab the best deal first on Amazon – Lightening Deals
• Personalized Deals based on the recent searches
• Redemption of reward point from various programs (Payback, JetPrivilege, Citi,
American Express) to amazon gift cards

Cons

• Tv Shows and Movies – Though Unlimited Streaming but it does not have the
quality and quantity as compared to Netflix, etc.
• It encourages you for unnecessary purchases
• Prime music is limited to two million ad free songs but the competitors like
savaan.com or gaana.com provide more.
• Customer care can be contacted via phone or chat bot no email id provided for
complains
Recommendations to improve
• The quality and quantity of TV shows and movies can be improved.
• Customer care can be improved by providing an email id for complains
and queries.
• Tie up with Sodexo (Food Cards) for grocery purchases online can be
implemented.
• Transfer of Amazon pay amount to bank or a different amazon account,
this feature will enable amazon to compete with google pay, phone pay
and other UPI applications.
• Customer reviews should be shown for those customers which are KYC
approved.