Strategic development of interactive communications

Amway's IBO customers depend on Amway for more than products. They look to Amway for support that will help them manage their businesses. For an organisation to be competitive in a crowded market place it has to be market-focused. Amway knows that it succeeds only when it helps its customers to succeed.

By placing customers at the centre of its focus, an organisation then builds processes designed to satisfy their needs. For Amway, this involves a whole series of activities that link the supply of raw materials to production processes, to physical distribution management and finally getting the goods in a timely way to the IBOs, who can then meet their commitments to their customers.

With more than 3.3 million distributors in more than 80 countries and territories and with own branded products ranging from ARTISTRY? skin care and cosmetics to NUTRILITE? nutrition and wellness products, Amway faced a huge challenge in providing customers with goods at the right time, in the right place and in the right condition. The starting point was to undertake some market research that would enable Amway to understand its customers better, and provide a model for how a web ebusiness opportunity could best be developed.