About Amazon

Amazon, a global leader e-commerce is present worldwide. It is known for its online retail, computing services, consumer electronics, digital content as well as other local services such as daily deals and groceries.

Amazon clocked net sales of $178 Billion in 2017. The leading e-retailer’s revenue is generated through e-retail sales of electronics and other products. Amazon has 310 Million active users out of which 100 Million users are Amazon Prime customers. Amazon prime is the most chosen subscription model for users worldwide due to the annually paid membership that guarantees free two-day shipping in most regions and one-day shipping at a discounted delivery price.

With the inclusion of Amazon Prime Video and Prime Music for Amazon Prime subscribers, the e-commerce giant is the most popular choice of
online shopping for users across the globe. Prime Video and Music are considered as one of the most prevalent value-added digital service offered by the
brand.

Challenges faced by the E-commerce giant 

Amazon has been able to multiply its revenue and managed to be the most preferred e-commerce platform not only because of the wide options available but because of their in-depth market research and by doing user research which has led them to meet customer expectations. By putting customer satisfaction at the forefront, the brand has gained an unflinching loyalty from users across the world.
Amazon has always concentrated on improving the existing customer experience and take it to a whole new level. The technologically forward e-commerce giant’s business hit a plateau when business increased in various countries. Certain things were creating issue for the e-retailer in achieving its goal in widespread regions like India.
In a geographically diverse region such as India, catering to a widespread and variety of customers proved to be a challenge. Especially with Amazon Prime subscribers increasing, the e-commerce giant found it tough to manage huge order deliveries and fulfill the two-day delivery on time. The delivery issues were on the rise since there was no system that could help Amazon track things like:

Solutions offered by Kaleyra

Kaleyra, the global leader, known for its user-friendly, reliable Cloud communications solutions helped Amazon resolve issues through their robust Voice platform. After thoroughly understanding the business requirements of the e-commerce giant, Kaleyra which is capable of handling 600 Million voice calls per year suggested Number masking solutions to Amazon.
Amazon’s platform handles 1.6 Million deliveries of packages per day across the world. With such high numbers, Cloud
telephony solutions were exactly what the brand needed to gain insights into the delivery experience provided to customers.

How did Kaleyra’s Number masking help Amazon?

Call masking or Number masking is a technology that is used to safeguard your customer’s privacy by connecting them with your agents without exposing their real phone numbers.

Kaleyra’s Voice platform enabled Whitelisted numbers for connecting delivery personnel and customers which reduced the spam for Amazon. The single number was provided based on the circle of reach that was divided such that the same number is used for initiating all calls making it easier for Amazon to track the status of calls and gain intelligent insights through real-time reports and detailed graphical analytics about call logs.
Number masking, though a very common solution provided by most cloud telephony providers does a good job at safeguarding customer’s privacy, Kaleyra’s Number masking concentrates on customizing the solution according to business requirements.

Scenario 1

Agent opens the Amazon delivery app

Checks for the order to be delivered.

Auto punching enabled on the app helps the agent connect to the customer’s number directly without revealing the real number. The call is masked by a bridge number/whitelisted number provided by Kaleyra and the call is connected through the Kaleyra Platform. 

The outcome of Scenario 1: Customer is happy with Amazon for safeguarding user privacy and not revealing the personal number of the customer.
Amazon can get detailed insights about the duration of the call, the number of times call was initiated, any failure in connecting calls.
Kaleyra also provides voice recording for each call triggered from its platform which helps Amazon track agent interaction in detail and understands the issues on a much deeper level. This also saved delivery agents from incurring personal costs on hundreds of calls made, since every call is triggered through Kaleyra’s platform.

Scenario 2

The outcome of Scenario 2: The call initiated is through Kaleyra’s platform, safeguards the delivery agents’ personal number.
Amazon who pays major attention to customer satisfaction can track the call initiated to the agent and the conversation due to Kaleyra’s Voice platform offerings that include call recordings as part of reports provided. This not only is real-time data but acts as an important training tool which can be used to train delivery agents on how to handle calls, interact with customers politely, and provide them updates about their order.

Scenario 3

Outcome of Scenario 3: IVR studio helps to customize call flow through multiple drag and drop widgets according to business requirements. This customization helps Amazon understand the number of calls initiated via the Unhappy flow and the various reasons involved which in turn helps Amazon understand user preference and behavior in a much detailed way which was not possible before without Kaleyra’s detailed call analytics.

Final outcome

Amazon has been able to capture the majority of market share across the world due to its uncompromising need to satisfy its customer’s shopping experience and improve its platform to take it to the next level. It is because of using Cloud telephony solutions that Amazon is the chosen platform for 56% of the world’s population as compared to traditional retailers. Amazon now successfully delivers over millions of packages across various regions of India including Tier II and Tier III cities.
Kaleyra has helped bridge communication gaps by connecting 225 regional hubs that handle amazon delivery in India by triggering
more than 10 Million Voice calls on a monthly basis thus increasing customer satisfaction towards the brand with timely
delivery.