Amazon adds Qualtrics CX features for enterprise customers

Linda J. Dodson

Table of Contents

Dive Brief:

  • Amazon is letting business customers conduct online surveys in a collaboration with Delighted, a unit of survey software maker Qualtrics. Amazon Business customers with an eligible Business Prime membership can access the instant customer feedback service for free, per an announcement that Qualtrics shared with Marketing Dive.
  • The service lets businesses ask customers for feedback through email, apps and the web to find customer experience issues that need improvement. Delighted users can generate reports to help analyze performance trends and audience segments.
  • Delighted can also send the feedback to the right people for an immediate response. The service has integrations with help desk, collaboration and CRM platforms such as HubSpot, Salesforce, Slack, Stripe and Zendesk, among others. Business Prime members get Delighted’s service for free and up to five licenses, which is equivalent to a yearly value of more than $1,000 a year, per Amazon.

Dive Insight:

The integration of Delighted to Amazon Business means that some enterprise clients have access to a platform to conduct surveys of their customers, helping to inform their operations, product development and marketing. The instant customer feedback service shows how Amazon is adding more offerings for marketers to help them drive loyalty and growth beyond advertising, which could be a crucial strategic move for the company on its path to becoming a platform that rivals Facebook and Google. 

Amazon’s advertising sales jumped 41% to a record $4.8 billion during Q4, outpacing the e-commerce giant’s yearly revenue growth of 21% to $87.4 billion​.

For Amazon, Delighted is a value-added service that could make a Business Prime subscription more valuable to enterprise customers. More than 1 million companies use Amazon Business, the e-commerce giant’s B2B marketplace whose users include procurement managers at organizations of all sizes. The instant customer feedback service from Delighted is packaged with Business Prime plans that start at $69 a year for one user and go up to $10,099 a year for more than 100 users. Amazon may be able to upsell Business Prime accounts with expanded services like Delighted’s customer surveys.

The addition of Delighted to Amazon’s Business Prime service also arrives as the e-commerce giant makes adjustments to its platform that affect websites providing referral traffic to its marketplace. This month, Amazon cut the affiliate commission rates for products including groceries, home furnishings and personal care. The cuts may give publishers less incentive to link product mentions to the company’s marketplace, dampening such promotional activity for marketers. Previously, the company cut third-party vendors including Skimlinks, Sovrn and CJ Affiliate from its affiliate program.

While Amazon is making itself more attractive to marketers, Google is looking to improve its e-commerce offerings to better compete with Amazon. Google will stop charging merchants a fee to list products on its Google Shopping search pages as the coronavirus pandemic makes e-commerce a more vital sales channel for retailers that have been forced to close their brick-and-mortar stores, the tech giant announced this week.

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