MG526: Enhancing Apple's Customer Experience - A Detailed Report

This report provides a comprehensive analysis of Apple's customer experience, focusing on its value proposition, delivery methods, and customer demographics. It critically applies the Six Pillars of Customer Experience model to Apple, examining the implications of digital disruptions and offering strategic recommendations for improvement. The report covers key aspects such as sustainability, customer relationship management, after-sales service, and customer loyalty. It also addresses demographic considerations, including socio-economic approaches and target customer identification. Recommendations include implementing a robust feedback system and leveraging digital channels to enhance customer engagement. This document is available on Desklib, a platform offering a wide range of academic resources and study tools for students.

Customer experience

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK ..............................................................................................................................................4
Value preposition of Apple company.........................................................................................4
Ways in which Apple delivers the customer experience............................................................5
Pillars of customer experiences in order to achieve excellence..................................................6
Digital disruptions in respect to the customer experience..........................................................8
Recommendations to Apple to meliorate the dimensions of customer experience....................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Customer experience is one of the major approaches which needs to be evaluated and
understand by a business entity (Alnawas, and Hemsley-Brown, 2019). Developing customer
experience is one of the major functions of a business in order to understand wants and needs of
customers. It is also one of the major roles and responsibilities of a business to develop planning
and strategic framework in order to understand effectiveness of customer development. In the
recent times it is major role management of a business to develop effective relationship with key
customers. In this report example of Apple company is taken into consideration which is a
multinational smartphone brand. The company was founded in the year 1976 and is
headquartered in California, United States.

TASK
Value preposition of Apple company
The key objective of Apple company is to analyse main factors which are associated with
value preposition. Company also gives proper instructions to management and employees to
follow major methods and ways for developing customer analysis through value preposition. The
value based components which are effective in increasing the preposition are following:
 Immunity to develop a comparison- The Apple company should focus on analysing its
immunity and power to create value preposition understanding and developing approach
(Batat, 2019). The main function of a company is to analyse key strengths and
capabilities which are important for analysing the whole situation of marketplace.
 Cultural perspectives- The cultural perspectives are essential to be developed and
calculated by a business entity in order to lead the competition. It is one of the major
roles of Apple company to develop focused approach in understanding culture of whole
society. The main role of a business is to focus on cultural perspectives and increase the
value preposition accordingly.
 Growth and expansion- Apple company can achieve effectiveness in development of
customer value preposition by achievement of growth and expansion. The international
and national marketplace based companies should also focus on developing major growth
based perspectives in order to increase potential at the marketplace.
 Developing partnership- The development of partnership will also help the Apple
company to focus on key growth based perspectives. It is essential role of management of
a company to generate merger and acquisition based strategies.

Ways in which Apple delivers the customer experience
The customer-experience-management is one of the major priorities of a business which
helps in increasing profitability and revenue. It is also one of the major roles of a business to
focus on delivering best values in customer experience development to ensure success at the
marketplace. The key ways to develop customer experience in Apple company are mentioned
below:
 Sustainability based practices- In the corporate world it is essential for a business entity
to focus on sustainability based practices. This will help the Apple company to attract
large number of customers from the marketplace (Brun, Rajaobelina, and Berthiaume,
2017) This approach will also assist top level and board of directors to make essential
changes in products and services. The main function of a business should be on analysing
competitive strengths and deliver customer oriented approach.
 Customer relationship management- The customer relationship management is one of
the major ways which are helpful in developing key relationship with customers. All
major business entities should focus on increasing relationship with customers in order to
maintain competitive advantage. This is also one of the major roles of customers to
understand and develop key focus on management based practices of company. The
Apple company also use customer relationship development software to maintain healthy
relationship.
 After sales service- Providing after sales support related to key services of a business is
major function of a business. This is also key role of a company to develop a major
evaluation of customer needs and provide them with 24/7 support. This is also one of the
major roles of a business to develop plans which are making customers more satisfied.
 Customer loyalty and trust- The customer loyalty and trust are major two pillars of
developing and managing relationship with key customers (Homburg, Jozić, and Kuehnl,
2017). Apple should identify key target customers and achieve their loyalty by providing
excellent services. In the recent times, it is also one of the major roles of a business to
focus on increasing competitive strength of company with the help and support of major
plans and policies.

Customer relationships in terms of the key demographics :
The customer experience is one the major approaches which helps a business
organisation to attract large number of customers. Apple company also focus on putting key
emphasis on customer relationship management in order to develop a focused approach. The
demographic factors are major factors which impact in order to develop effectiveness (Khan,
Hollebeek, and Riivits-Arkonsuo, 2020) Main focus of customer service management approach
is essential for growth of company. The major approaches to develop a demographic based
approach are mentioned below:
 Socio-economic approach- The main demographic consideration for Apple company is
to look for socio-economic approach. This will help in increasing key advantage of a
business to maintain effectiveness in developing customer experience. All major
companies in the global and domestic marketplace focus on increasing the chances of
socio-economic growth with the help and support of strategies. The business
organisations should also conduct market research and survey in order to fulfil demand of
key customers.
 Focus on target customers- The target customers are essential to be identified by a
business organisation in order to evaluate best practices of growth. The business entity
should also develop a key approach in making the business more competitive with the
help of target customers.
Pillars of customer experiences in order to achieve excellence
In order to lead the marketplace and the competition, it is essential for a business to focus
on providing excellence in customer service. The main role of a business is to develop a major
approach in delivering excellent practices (Klink, Zhang, and Athaide, 2020). All business
organisations including Apple company focus on the following points which are to be taken into
consideration for developing customer experience:
 Personalisation- The personalisation of products and services should be developed by
Apple company to approach major customers. It is also one of the major roles of
management of a business to focus on increasing customer satisfaction with the help of
personalisation technique. The managers are highly recommended to use personalised
approaches which are effective in dealing with development of a business. It is also

crucial role of business to create an evaluation of key elements which are responsible for
personalisation.
 Integrity- The integrity based practice states the extent to which a company is relying in
respect of the services provided by them to attract customers. It is also one of the major
roles of management to develop ethics and integrity in employees. This will help in
increasing the loyalty, behaviour and trust of the customers who are engaged in focused
practices.
 Expectations- The changing scenario of marketplace should be analysed by a business in
order to increase the chances of customer satisfaction (Pekovic, and Rolland, 2020). The
Apple company should focus on formulating key ways of increasing customers
expectations and to fulfil them with the help and support of proper strategic choices.
 Resolution- Main function of a business in order to achieve the customer satisfaction
and delivering excellence includes focus on resolution. The business should provide key
resolution to major customers in order to increase competitive strength. All major
companies should also focus on increasing their chances of providing customer
satisfaction to lead the competition. The company should provide quick resolution to key
problems of the customers to develop effectiveness.
 Efforts and strategy- The development of a precise and systematic strategy is required
for a business to deal with target customers. It is also one of the major roles of a business
to gain competitive edge by developing a major planning framework. This will increase
focus of a business to attain major goals and objectives.
 Empathy- In order to achieve excellence in a short period of time, it is important for a
business to focus on increasing empathy for customers. The problems of customers
should be understand by a business entity in order to achieve competitive based approach
at the marketplace. The empathy for key customers will help Apple company to deliver
best and focused practices in achievement of major goals and objectives.

Digital disruptions
Digital disruptions in respect to the customer experience
In today's competitive world and era of globalisation, information and technology is
growing at a rapid phase. It is essential for a business entity to focus on increasing and
understanding demand of customers and to perform publicity using information and technology.
The Apple company has also hired professionally trained and skilled IT experts who are capable
of handling its major IT operations. Main role of a business is to put a key emphasis on
understanding digital disruptions and evaluate key ways of customer service. The business entity
must take into consideration the following factors in order to secure effectiveness in the
maintaining digital operations:
 False investment- The companies should use appropriate tools and techniques which are
helpful in deciding and determining scope of investment. Main function of management
of a business is to analyse the importance of digital disruptions. The changing trends in
Illustration 1: Digital disruptions

information and technology are also one of the major considerations which needs to be
evaluated by Apple company.
 Loyalty Application- Apple company should focus on developing major applications
which are important for gaining loyalty of customers. The research and development
department of Apple company should focus on increasing its competitive value by
analysing technology based trends (Rather, 2020). The applications must be developed in
a systematic manner in order to achieve competition based approaches. All major
companies should consider loyal applications and deal with the issue of cyber security in
order to gain effectiveness in key operations. The main function of management of Apple
company is to put key emphasis on major tools and techniques which are important for
maintaining brand image. The value development in products and services is essential for
the business in order to deal with key consequences of marketplace. The companies
should also focus on increasing the chances of value development by analysing external
and internal environment.
 Electronic receipts- In the era of information and technology it is main role of a business
to focus on providing electronic receipts to the customers. The key advantage of
providing electronic receipts will be, Apple will be able to develop transparent and
ethical approach in dealing with customers.
 Customer privacy- In the recent times, customer privacy is one of the major approaches
which helps in increasing the chances of customer satisfaction. The large database of
customers should be protected with the help and support of privacy based issues. The
concern of customers related to cybersecurity is increasing day by day. It is moral duty of
management of a business to develop a key approach in understanding customers privacy
issues and resolve them with support of IT professionals. The customer privacy must be
also protected in order to gain effectiveness in key operations.
Recommendations to Apple to meliorate the dimensions of customer experience
In order to gain competitive edge at the marketplace, it is essential for the business to
follow certain recommendations. The main recommendations which are to be followed by Apple
company will help in increasing its overall value. In order to develop effectiveness in customer
experience Apple should focus on the following recommendations:

 Feedback system- The feedback system is one of the key approaches which will help the
Apple company to grow more at the marketplace. It is major role of marketing
management of Apple company to focus on developing key ways which are important for
increasing modifications related to needs of customers. The Apple company can use key
approaches related to feedback in order to gain competitive advantage.
 Developing supply chains- he choices made in respect of the contractors must be made
in a precise manner to avoid the scope of failure in the future. The manufacturing unit
must aim to promote innovativeness in the market to promote sustainable processes. An
increase in the transparency of the communication channels of the production
departments must also be revised time to time in order to fill in the gaps, if any.
 Focus on customer demand and needs- Main focus on understanding customer
demands and needs will help Apple to move ahead of its competitors. The company
should focus on analysing calculated approach in order to know the demand of customers
(Roy, 2018).. The demands and needs of customers is essential to be understood by
management of a company in order to develop strategic framework to deal with the same.
Development of a planning framework will also help the company to move on in the
marketplace. The research and development department of Apple company will consider
key factors which are impacting on understanding needs and demand of target
consumers.
 Product development- Development of product with the introduction of innovation will
help the company to generate demand based situation. The development of product must
be based on market analysis in order to gain effectiveness in key operations. All major
companies at the marketplace focus on increasing their approach to deal with customer
demand with the help of new product development (Quach, Barari, and Quach, 2020).
In order to develop new products, it is major role of a company to develop major
approach in dealing with the same. Company can also take assistance of marketing
management and operations management to formulate key ways of new product
development.

CONCLUSION
From the above stated report it can be concluded that in the era of stiff competition
between companies, it is essential to focus on customer experience. The project concludes
importance of strategic and planning framework in order to determine key aspects of customer
decision making. This project concludes the significance of value preposition of a business
which helps in achievement of competitive advantage. This project also concludes key
frameworks and planning which are important for development of decision making related to
customer experience. The above analysis also concludes the major role played by a company in
order to develop strategic choices related to decision making.

REFERENCES
Books and Journals
Alnawas, I. and Hemsley-Brown, J., 2019. Examining the key dimensions of customer
experience quality in the hotel industry. Journal of Hospitality Marketing & Management, 28(7),
pp.833-861.
Batat, W., 2019. Experiential marketing: Consumer behavior, customer experience and the 7Es.
Routledge.
Brochado, A., Troilo, M. and Aditya, S., 2017. Airbnb customer experience: evidence of
convergence across three countries. Annals of Tourism Research, 63, pp.210-212.
Brun, I., Rajaobelina, L.,. and Berthiaume, B., 2017. Impact of customer experience on loyalty: a
multichannel examination. The Service Industries Journal, 37(5-6), pp.317-340.
Goodman, J., 2019. Strategic customer service: Managing the customer experience to increase
positive word of mouth, build loyalty, and maximize profits. Amacom.
Homburg, C., Jozić, D. and Kuehnl, C., 2017. Customer experience management: toward
implementing an evolving marketing concept. Journal of the Academy of Marketing
Science, 45(3), pp.377-401.
Khan, I., Hollebeek, L.D.,and Riivits-Arkonsuo, I., 2020. Customer experience and commitment
in retailing: Does customer age matter?. Journal of Retailing and Consumer Services, 57,
p.102219.
Klink, R.R., Zhang, J.Q. and Athaide, G.A., 2020. Designing a customer experience management
course. Journal of Marketing Education, 42(2), pp.157-169.
Pekovic, S. and Rolland, S., 2020. Recipes for achieving customer loyalty: A qualitative
comparative analysis of the dimensions of customer experience. Journal of Retailing and
Consumer Services, 56, p.102171.
Quach, S., Barari, M., and Quach, K., 2020. Service integration in omnichannel retailing and its
impact on customer experience. Journal of Retailing and Consumer Services, p.102267.
Rather, R.A., 2020. Customer experience and engagement in tourism destinations: the
experiential marketing perspective. Journal of Travel & Tourism Marketing, 37(1), pp.15-32.
Roy, S., 2018. Effects of customer experience across service types, customer types and
time. Journal of Services Marketing.
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