Apple has taken a consistent lead in customer satisfaction in recent years, a reputation that has earned the tech brand respect and admiration across diverse industries. Their impressive performance in customer satisfaction is attributed to their smart reliance on customer knowledge to drive innovation and improvement (Archer, 2016). Apple has employed various customer feedback strategies including market research to propel its position as the worldwide tech leader, with their famous principle, “Apple welcomes your feedback on its products”. Once you buy an item from Apple, you get an email survey requesting you to rate your satisfaction and if you are likely to buy from them again. The feedback surveys feature the Net Promoter Score metric and an open-ended question, as well as seeking for instant responses at stores during purchases (Archer, 2016). This has helped the company to make their products simpler and easier to use.
How to improve CRM
Today, the fast-growing competitive business climate greatly relies on Customer Relationship Management for a business to thrive. CRM, which is combined business process and technology that enhances customer knowledge, can be improved to boost customer satisfaction and retain customers. According to Kandanarachchi (2014), retaining customers is less costly compared to acquiring a new one. Companies, including Apple, can improve CRM by making the CRM system software easy to use for all employees, offer CRM training to employees, keep track of customer attitudes throughout the sales cycle and integrate the system with social media (Peel & Gancarz, 2002).
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How to have a positive impact on customer loyalty
As an Apple loyal customer, I can provide positive word-of-mouth about Apple products to members in my social cycle. This will boost the company’s trust and help them acquire more customers hence increased sales. On my side, being a loyal customer can help me reduce the risk of making poor purchase decisions from other companies while I can enjoy special benefits for long-term customers.
References
Archer, D., (2016, Jan, 11). How Customer Feedback Surveys Help Apple Maintains Industry Leaderhip. Retrieved from https://www.myfeelback.com/en/blog/how-customer-feedback-surveys-helps-apple-maintains-industry-leadership
Kandanarachchi, R., (2014, July, 1). Customer Loyalty: Benefits to organizations and customers. Retrieved from https://www.linkedin.com/pulse/20140701012809-258844093-customer-loyalty-benefits-to-organisations-and-customers/
Peel, J. & Gancarz, M., (2002). CRM: Redefining Customer Relationship Management. Retrieved from https://books.google.co.ke/books?id=R4ath4NZcPkC&printsec=frontcover&dq=how+to+improve+CRM&hl=en&sa=X&ved=0ahUKEwiN5Kiv1I7bAhWHaxQKHX3JCQgQ6AEINjAD#v=onepage&q=how%20to%20improve%20CRM&f=false
