Apple Inc CRM evaluation PDF

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Apple Inc. CRM Evaluation Apple Inc. was established by Steve Jobs, Ronald Wayne, and Steve Wozniak in 1976, and it has grown to become one of the currently most profitable companies in the business market. Apple is well known for its manufacture of high-end technology in the field of computing and related personal computing devices and mobile devices. The Apple brand is the most popular in the field of mobile and computing technology only rivaled by Samsung and the upcoming Huawei. The value proposition of Apple Value proposition remains a critical feature in marketing because it appeals to the customer base of that company, and it is the best strategy for companies to attract customers and convince them to buy their products and services. The Apple brand and its value proposition remain its key customer attraction strategies. Apple has done this by convincing its consumers that its products and services are of top quality in the entire market of computing and mobile technology compared to its rivals (Deng, 2013). The company continues to lead in the manufacturing of high-end quality products, especially with its iPhone, Macintosh, and MacBook series. Apple’s CRM program Apple, for over a decade now, has successfully employed the use of CRM within its customer service departments. An example of Apple's approach involves the company sending emails to its customers who continuously use their services with a focus of getting feedback and review from the customers concerning Apple products and services. Apple instead of convincing consumers to purchase their products and services such as the iPhone or the iPad, it chose the

angle of teaching its consumers to adore and enjoy the satisfaction that comes with using apple products and services (Crossfield, 2019). The most critical aspect of the CRM is the improvement of customer service experience for both the existing customer and new customers. Apart from offering its customers with the best quality products, Apple embarked on an initiative that in its tech support sector that allowed its customers to meet technicians to discuss their issues in depth (Crossfield, 2019). Not only has Apple's customer relationship management evolved into leverage that keeps their customers wanting more. Apple's customers are also guaranteed a lifestyle experience rather than just an ordinary purchase. Apple’s major problems In 2018 Apple's shares dropped by a staggering 7% depicting how the company has begun facing major challenges that have cost the company a part of its market share. The Units sales of Apple iPhones, its best-selling product significantly dropped after the release of their 2018 iPhones. The company appears to have reached a stagnating point where its innovations in the mobile sector do not excite customers anymore (Kingsley-Hughes, 2018). Customers are expressing that the buying of iPhones every year has recently become a matter of upgrading an older iPhone to a new and more expensive one (Kingsley-Hughes, 2018). The idea of buying new iPhones for their new features has faded as Apple has failed to embed exciting innovations with its new phones, making customers reluctant to upgrade. Furthermore, the prices of iPhones have gotten too expensive that customers would rather not upgrade their phone on a yearly basis. Also, the massive innovations that other companies like, Huawei, OnePlus, and Samsung, who are in the Android sector, appear to have cost Apple some of its customer bases (Kingsley-Hughes, 2018). Majority of people setting their iPhones

aside have switched to Samsung, Huawei, and OnePlus devices because of their new and interesting features. Recommendations Apple, as a company should consider developing and incorporating some of the new technologies that other phone companies are implementing like bezel-less screens and onscreen fingerprint sensors. The company should also consider reducing the pricing of its products that appears to be shying off its customers and dissuading new customers from purchasing Apple products.

References Crossfield, L. (2019). Case Study: How Apple Have Mastered CRM | Expert Market. Retrieved from https://www.expertmarket.co.uk/crm-systems/apple-crm-case-study Deng, J. (2013). Apple’s value proposition | Junyuan Deng's Blog. Retrieved from https://blogs.ubc.ca/junyuandeng/2013/09/29/apples-value-proposition/ Kingsley-Hughes, A. (2018). Five major challenges facing Apple in 2019 | ZDNet. Retrieved from https://www.zdnet.com/article/five-major-challenges-facing-apple-in-2019/...