Implementation results of global giant companies in customer relations management e-commerce areas

Today, with the development of communication technologies, there has been a high competition environment especially in the field of electronic commerce. The concept of the customer is the basis of economic sustainability for every commercial activity. While the customer is in such an important position, Customer Relationship Management (CRM) enables companies to stand out from the competition in the market regarding the critical importance of customers. Companies have to reveal the elements that will create real value by providing the support that customers need in volatile and uncertain economic conditions. This issue has become more important in terms of relationship management, especially for retail trade, with the increase in customers' personalization demands recently. The importance of customer relations is to manage the relations in a way that will provide continuity, to try to create an audience that is satisfied with the company and its products and services and has high loyalty. This process is about synchronizing relations with customers on the one hand and adapting to fast competition conditions, especially in the retail sector, and on the other hand, maintaining efficiency by optimizing its resources. A process management dedicated to understanding customer behaviours and demands is the key of continued success. CRM also leads the development of new and creative customer-oriented products. Thanks to its high level of consumer service, it is important to establish long-term company customer partnerships. It is obvious how much importance the companies give to CRM processes, especially for the world's giant technological retail companies. Amazon, for example, is one of the leaders in electronic commerce in the retail industry worldwide. Similar large-scale companies such as Amazon have built a model of doing business directly and exclusively on the Internet with their process partners and end customers. Extensive customization is highlighted as the business model adopted by Amazon. Another major electronic commerce retailer in the world, such as Aliexpress, which operates in China, seems to have accepted a similar concept. Based on these examples, information systems, business processes and service experiences have to be maintained with high quality by making use of online environment opportunities in order to meet customer needs and build loyalty.