CRM - Customer Relationship management - Essay Example

Apple Inc. Apple Inc. Apple Inc. is one of the leading electronic companies in the global market. Despite the increasing levelsof competition resulting from the entry of multinational companies in the market, the firm remains competitive. It continues to top among its competitors in the industry of PC, which locates in the Michigan’s University American Customer Satisfaction Index (ACSI), by achieving 86 percent. Moreover, it has remained in the lead since the year 1995 when an annual survey commenced.

A recent survey indicates Apple is by far ahead of its fellow competitors. For instance, Dell, Acer, HP ranks at 77 percent and others lower than this despite of their improvements (OGrady, 2009). Over the past two years, the company has been able to expand its market across the world. This has been attributed to its effective customer relationship management strategies, which have made it possible for the business to retain its loyal customers and attract new clients towards its products and services.

Apple Inc. takes the responsibility of putting up a store just for its products to eliminate the trouble of ill information of their products, which in turn has culminated an excellent move on their loyal customers. The store encourages PC and Mac users to explore and play with the company’s technology. The store space provides a quality service to Mac heads users where they can also hang out with the lovers of the Apple products. Therefore, by creating the stores, the company encourages existing and the newer customers enjoy the products they offer.

Moreover, the products complement and complete the others such as incorporating other software’s in one product. For instance, with an iPod it is easier downloading the iTunes. In addition, with their varied products some which are relatively cheaper than others are, encourages customers to purchase them, and thus increases the likelihood of buying Apple products in the future.With the increasing cost of traditional media, i.e. audio, visual, and print media, the company has diverted to other strategies of creating a close relationship with the customers.

For instance, Apple Inc. is using social media to collect the views of the customers. Through this platform, the company is able to understand different aspects that affect the consumption behavior of the target market. In addition, social media gives the customers an opportunity to interact direct with the company’s subordinates. Therefore, through this channel, they have been able to air their grievances concerning the products and services offered. The company then incorporates these views in the production of products and services of the products (Buttle, 2009, p. 56). This has made them to feel as an integral part of the company, an aspect that has contributed significantly in increasing their loyalty towards the company’s products and services.

The company is able to implement the customer relationships management strategy through defining it as the key responsibility for the business. All subordinates focus their attention on the satisfaction of the customers. Therefore, from the inception of the product until the production process is completed, the interests of the customers are put into consideration. All grievances that are raised by the customers are incorporated in the process. Furthermore, the company has been ensuring that it considers concerns.

In some cases, the firm’s employers even go ahead and contact the customers who have major grievances concerning the quality of products or services. Such products then returned and replaced with new products, which are effective (Laudon & Traver, 2013). This has been important in improving the relationship of the company with the target market. Apple Inc. has been able to implement the customer relationship strategy through keeping track of its customers. When customers are purchasing the products, they provide the company with their contacts.

Through this information, the company is able to communicate with the customers and inform them concerning any news or new products in the market. This makes the customers to feel appreciated by the company, an aspect that improves their loyalty towards the company (Buttle, 2009, p.56). This plays a significant role in increasing sales through retention policy.The company combines operational, collaborative, transparency, accountability and analytical customer relationships management strategies.

It has been using these strategies since its inception in 1977. This explains the reason why it has been recording growth over the years. In addition, the sales and the number of customers continue to increase, as the customers have become part of the innovation process. This is through informing the company on any gap that exists in the market ("11 Effective Strategies Apple Uses to Create Loyal Customers," n.d.). References11 Effective Strategies Apple Uses to Create Loyal Customers. (n.d.).

Retrieved from http://it.toolbox.com/blogs/insidecrm/11-effective-strategies-apple-uses-to-create-loyal-customers-53510Buttle, F. (2009). Customer relationship management: Concepts and technologies. Amsterdam: Butterworth-Heinemann. Laudon, K. C., & Traver, C. G. (2013). E-commerce: Business, technology, society. OGrady, J. D. (2009). Apple Inc. Westport, CT: Greenwood Press.