苹果公司客户关系管理

1 Introduction引言

随着21世纪信息技术的发展，智能手机产业面临着越来越同质化的发展困境。对于购买同类产品，消费者面临着多种选择，这使得消费者的流动性大大增加。换言之，如何留住现有客户，成为21世纪智能手机企业发展的一大挑战。因此，为了创造更好的营销环境，赢得智能手机市场的激烈竞争，企业必须实施有效的客户关系管理（CRM）。著名的苹果公司以其独特的客户体验和高质量的客户服务而闻名。所有这些都源于苹果公司对CRM的认可和最佳管理。下面，我将具体分析CRN的效果以及CRM如何引入苹果公司。

With the development of information technology in the 21st century, the industry of smart phone is facing the developing plight of more and more homogeneous. For buying the same kind of products, consumers are facing with a number of options, which make the liquidity of customers much larger. In other words, how to retain the existing customers becomes the large challenge for the development of smart phone companies in 21st century. Thus, in order to create better marketing environment, and to win in the fierce competition of the smart phone market, enterprise must implement effective customer relationship management (CRM). The prestigious Apple Inc. is known for its unique customer experience and high quality customer service. All of these are derived from the recognition and best management on CRM by Apple Inc. In the following, I will specifically analyse the effect of CRN and how the CRM brought into in Apple Inc. 

1.2 CRM system 客户关系管理系统

CRM系统是管理企业客户关系的工具。具体来说，CRM系统是通过不断加强与客户的沟通，了解客户的需求，改进和提高产品和服务来满足客户需求的过程。CRM的内涵是利用信息技术和互联网技术实现客户的综合营销。也就是说，CRM系统是通过提供最合理的价格和经验，满足客户个性化需求，建立企业与客户之间相互信任、互利共赢的业务关系管理新理论。在这种管理理论的指导下，CMR系统要求企业将以产品为中心的模式转化为以客户为中心的模式，才能真正提高客户忠诚度，为企业带来更多的利润。

CRM system is a tool to manager the customer relationship for enterprise. In specific, the CRM system is a process to satisfy customer needs by continually strengthening the communication with customers, understanding the demand of customers, improving and enhancing the product and service. The connotation of CRM is the use of information technology and internet technology to achieve the integrated marketing for customers. In other words, the CRM system is to establish a new management theory for mutual trust, mutual benefit and win-win business relationship between enterprise and customers by providing the most reasonable price and experience and satisfying the individuating demands of customers. Under the guidance of this management theory, CMR system require enterprise translate the model of product-centric to the model of customer-centric, which can truly improve customer loyalty and bring more profits for the enterprise. 

1.3 How to use CRM by Apple Inc. 苹果公司如何使用CRM。

1.3.1 Collecting customer information 

Apple Inc. has a number of different ways to collect user information, such as,creatingthe Apple ID,logging the App store for downloading the application software, online survey and so on. Apple Inc. will store the collecting information into the database. These collecting data is used for data analysis and internal research, which can help companies develop new products to satisfy the deeper needs of customers. The CRM system allows customers to experience more convenient and more personalized products and services. This user information can also be used for market research, market analysis. Moreover, the information of CMR will help the company navigate the advertising activities to the correct target market. 

1.3.2 Cookie

The technology of “Cookie” is widely applied in the Web site, E-mail, and application software of Apple Inc. The technology of “Cookie” will help Apple Inc. better understand the user behaviour and observe users as they browse the web site. Apple Inc. will take advantage of these information to understand and analyse trends, manage web site and improve its product and services. Moreover, the technology of “Cookie” can track the ads and views viewed by users, which is useful for improving the advertising content and delivering targeted advertising upon the preferences of each customer. At the same time, Apple Inc. also introduce the function of “limiting ad tracking” and “Disable Cookies” to maximum satisfy the different needs of customers. 

1.3.3 TRUSTe

Currently, with the rapid development of the network, more and more privacy of people cannot be guaranteed. However, Apple Inc. attaches great importance to the security of customer individual information. At present, Apple Inc. has become a contracted customer of TRUSTe. The online privacy solution of TRUSTeis well known. In specific, TRUSTe operates the largest online privacy protection solution in the world, who is trying to provide users with secure access of mobile phone program. The company Philosophy of TRUSTe is every click of users is safe. The TSL encryption technology is applied for the online services of Apple Inc., which can effectively protect the user’s personal information and data security in the transmission process. When storing the user’s personal data, Apple In. will also use the computer system with access rights.

1.3.4 Genius Bar

Genius Bar is a technological innovation of Apple Inc. When users encounter product or software problems, seeking customer services or sent to repair shop is very troublesome. However, the application of Genius Bar has solved this problem, and Genius Bar has become the best place for seeking technical support. No matter where the product of Apple is purchased, the customer service staff will freely check the product and help customers solve the problem. The key point of Genius bar is to allow the face to face communication between customers and technical staff. They can deeply discuss the problems of Apple product and find a solution, which can definitely improve the satisfaction of customers. 

 

2.2 The impact of CRM 

2.2.1 Enhancing the competitiveness of enterprises 

Customer is the basis for enterprise survival and development. The essence of contemporary market competition is the competition of customer resources. The enterprise can keep abreast of customer needs and store the customer data by the CRM system. In specific, the CRM system will establish the database of customers and refine the personalize information for customers with personalized products and services. Thus, the CRM system has strengthen the establishment of customer loyalty.

2.2.2 Enterprise Resource Planning (ERP)

CRM system plays a huge role in the enterprise resource planning. In specific, the CRM system will integrate the business management, marketing, sales, customer services, technical support and other customer related business. Thus, the CRM system can make the enterprise information and resources run efficiently and smoothly. Moreover, the CRM system can fully improve the enterprise operation efficiency, and achieve the information sharing among the entire industry. 

2.2.3 Reducing operating costs

The core framework of CRM system is customers. In order to achieve more accurate customer positioning, CRM system can help enterprise put great force to manage and mine the customer information. Thus, the CRM system can effectively avoid the invalid higher advertising spending and greatly reduce the marketing and sales costs of enterprise. At the same time, the CRM system can also reduce the costs of retaining old customers and accessing to new customers. 

2.3 The advantage of CRM system 

1) CRM system can automatically create all kinds of data report based on the customer information in system. Thus, the CRM system can provide strategic direction for marketing activities of enterprise products. 

2) CRM system can give suggestion for setting sales target based on the feedback of customer information. According to this sales target, sales department can easily make different selling plan. 

3) CRM system can provide the documentary information, transactions of business person for management team. Thus, CRM system can make managers easily understand the achievement of each business people, and manage the personal development of staff. 

4) CRM system provides a large number of “survey report”, including market trends, the weakness of competitors and so on. These survey reports can provide enterprise with latest sales information for management, which can effectively improve the business efficiency and the enterprise economic effect level. 

2.4 Summary

As the competition of global market is aggravating gradually, in order to maintain the development and survival of enterprise, a successful organization must be customer centric. In order to keep rapid company growth, the company must make a timely response to customer requirements and provide the service or products needed by customers. Customers are the central resources of company. Thus, how to get customer information in time and management the customer relationship has become one of the most important challenger for the development of companies. This essay has specifically analysed the successful implementation of CRM in Apple Inc. and described how CRM system works in Apple Inc. Moreover, this assay has also clarified the importance of CRM system for the future development of companies. #p#分页标题#e#