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Customer Relationship Management
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Customer relationship management (CRM) is a far and wide employed approach of company’s relations with customers and, clients and sales projections. CRM involves the employment of technology in organizing, automation and synchronizing various processes of business, primarily sales activities alongside those for technical support, marketing and customer service. The overall goals of CRM includes, finding, attracting and winning new clients, take care of and retain the existing customers, attracting back the old customers, hence reducing the cost of client service and marketing. Customer relationship management is what describes any company’s extensive business approach comprising of departments of customer-interface and other departments (James & George, 2009).
Customer Relations Management (CRM) support is evident at the Apple Inc (previously known as Apple Computer, Inc. the corporation is an American multinational that develops and markets computer software, consumer electronics, and personal computers. The best known hardware products of the company comprise of the iPod, the iPhone and the Macintosh line of computers. It is an obvious thing that Apple Inc. is one of the companies that enjoy a fanatical brand loyalty as it is evident by how shoppers sleep outside various stores just to be the first to purchase an iPhone. However, this is not a success by luck or one by forces beyond the control of the company; it is a product of a well-thought-out strategy to come up with strong products and to develop an apple culture.
Historically, Apple had been faced by ill-information over its products by big-box sales staffers. This problem made it difficult for the corporation to set its unique products apart from those of the competition. By establishing a store strictly meant for Apple products, the corporation eliminated the problem and also came up with a customer-loyalty progress. These stores are hospitable places where PC and Mac users are motivated to explore and play with the technology offered by the company. This is a place where, Macheads gets not only service but also gets to hang out with others who get pleasure from Apple products just like they do. By coming up with this space, Apple motivates the existing and a new customer to be excited by what is offered by the company (Wood, 2010).
In boosting its customer relations, its products complement and complete each other. An owner of an iPod can download music via iTunes and for an average user, many of Mac programs are created by Apple. This kind of control in the whole user process, from software to hardware, goes along way to strengthen the customer loyalty. The users of Apple products don’t have to wander away in search of the solutions and products that they need. The varied products too have boosted the Customer relationship management (CRM) of the company (MacNN, 2006). Most consumers may not be prepared to purchase an Apple computer but they are willing to try gadgets such as the iPod or iPhone. Their low entry costs of products, brings a new opportunity for new customers to be introduced to Apple (Chaffin, 2002).
Education sales have been boosted greatly by the Customer relationship management (CRM). The selling of products to universities and schools, Apple has turned classrooms into showrooms. By making this early experience, Apple makes customers sooner than they even recognize that they are customers. As a result of careful consideration of what are the preferences of customers, its products are as an outcome of both strong design and wide research hence the Apple’s high rates of customer satisfaction. Easy to use and strong products not only make the customers contented, but also make them desire to buy more of your products in future.
With the Apple products, an average customer’s contact with the corporation is possible to be low. Not unless there something terribly wrong, one does not have a reason to speak to any of the Apples customer representative. Of course, the iPhone offered a chance that may possibly make Apple much more concerned, alike the administration of iTunes for the iPod. With a phone, communication becomes all-around. You have put into consideration quality of wireless service, billing errors, contracts and many other factors that mostly lead to customer disappointment. With the iPhone, Apple has concentrated on coming up with a good product and left the handling of the service to AT&T (Chaffin, 2002).
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