Customer Relationship Management Strategies: the Case of Apple and IBM - Research Paper Example

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Customer relations management is a business operation models that has gained significant application in modern businesses. CRM models define the relationship between a company and its customers in certain economic conditions…
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Customer Relationship Management Strategies: the Case of Apple and IBM
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"Customer Relationship Management Strategies: the Case of Apple and IBM"

Download file to see previous pages Thus, successful businesses have effective CRM. The CRM strategies define the relationship or the interface between a company and its customers. The levels of customers’ satisfaction in most companies have declined due to emphasis on products and brands. This paper will therefore analyze CRM strategies in relation to IBM and Apple Company. Introduction A sufficient customer base is the most significant asset of any organization. Sustaining a sufficient customer base requires business organizations to device strategies that enhance customer’s relationship with the business organization. Customer relation management CRM is the concise implementation of strategies that are aimed at enhancing customer’s loyalty, satisfaction and advocacy at a considerable cost to the business organization. Although building and sustaining customer relation has remained critical to businesses, the level of customer satisfaction in the American market has dropped constantly since 1994. This is according to the customer satisfaction index that was compiled by the University of Michigan. This decline indicates a fault in various organization strategies or a change of priorities among consumers. The dynamic nature of people’s culture also explains the deteriorating levels of customer satisfaction in American market. The modern market is experiencing a constant but steady evolution. Most business organizations are faced with challenges that are directly related to the changing nature of the market or the economy (Bergeron, 2002). In order to survive in the constantly shifting market, organizations constantly, review their business models to fit the current business environment (Anderson, 2004). In case of electronic goods or high tech equipments, the situation is more fixed due to advances in technology and changes in customer preferences. This has a direct implication on the Apple and IBM’s business. The interesting factor about these businesses in relation to their customers and market is the fact that the companies not only sell electronic products but solutions. Literature Review According to (Abu, 2006), customers in modern markets are more aware of their rights than customers in previous markets were. The author goes on to argue that in the modern market, customers not only buy a products but also the added benefits that come with making a certain purchasing decision. According to the author business have a role to play in order to ensure the satisfaction of their customers. Customer relation strategies define the basic methods that businesses can apply to enhance the value of their services or products. The author derives his results through a comparative case study on successful global businesses such as Toyota and Walmart. Bergion (2002) is also concerned with the significance of CRM strategies to the products and services of a company. The author is also concerned with the competitive advantage that results from edge cutting CRM strategies. In addition, the author acknowledges that current market is a shifting market and hence appropriate CRM should change constantly according to the market requirements. This indicates that CRM strategies are dependent on the company and the nature of the products that it produces. Anderson (2004) has similar views in his article “Machine-independent audit trail analysis – a tool for continuous audit assurance.” His studies involved the significance ...Download file to see next pagesRead More
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