Guidelines for measuring relationships in PR

How does the organization maintain good relationships with its audience?

Amazon maintains good relationships with their audience by offering reasonable prices, fast shipping, and outstanding customer service (they were ranked #1 in an msn customer service survey (Aho, 2012).

How might it measure those efforts to maintain its relationships?

Why is it important to measure those relationships?

Amazon may address customer relationship management by tracking the number of repeat customers they have and seeing what common factors exist among them.

It is important for Amazon to measure these relationships so they can adjust their strategy accordingly. The results may indicate that their target audience is much different than they had originally thought.

What is the value of those good relationships to the organization?

The value of good relationships can be measured in repeat business, multiple referrals, and brand loyalty. Consumers want to do business with companies they feel they can trust.

What might be the organizations appropriate goals? Explain why they would be appropriate goals.

An appropriate goal for Amazon would be to increase their revenues. Increasing revenues is an achievable goal because of their positive reputation, fair shipping rates, and low prices.

What might be the outcomes of these successful relationships and how might they be measured?

The outcome of successful relationships can be measured by both increased revenue and repeat customers. Increasing revenue results in happy investors.

Works Cited

Aho, K. (2012). MSN. Retrieved September 23, 2012, from msn.com: http://money.msn.com/investing/2012-customer-service-hall-of-fame-1

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