The Nature of Customer Relationship Management of Nike

Running Head: CRM OF NIKE
CRM of Nike
Name of the student
Name of the University
Author note

CRM OF NIKE2
Introduction:
The aim of the paper is to analyze the dynamic nature of the relationship that exists
between the loyalty of the company towards their customer and the Customer relationship
management. The concern of the report in order critically evaluate nature of the Nike’s
management of their relationship with their customers and elucidate the areas where
development can be initiated. The concern of the report is to indulge in a discussion of the
challenges that are imperative to come across the ways of the company as they seek to
implement the measures required for the effective execution of their service. CRM or the
customer relationship management is a framework that guides the effectiveness of the
communication between the organization and their target customers. The concern of the
framework is extended towards the people coming from different background of customer
base. The goal of the CRM can be simplistically framed into the improvement that the
organization aspires to achieve in terms of the business relationship with their potential
customer group. The other benefits of the CRM includes the organization maintaining the
connection between the customers as well as streamline the process of communication with
the customers. As such, the end result of the CRM is reflected in the productivity of the
organization (Buttle, 2009).
The implication of the CRM is noted in the avenue that the process provides different
sector of the business to control the externalized mode of interaction of greater importance to
the communication that is capable of providing the organization with additional success.
CRM allows the business organization store information pertaining to greater importance to
the customers well as of benefits for the organization to guide their future course of action
from the prospect exhibited by the organization. It also allows the concerned organization to
manage their service and identify the issues of greater importance and identify the need of the
marketing campaign. It also enhances the visibility as well as accessibility to the data. Thus

CRM OF NIKE3
the contribution of the CRM can be noted in the ease that it provides the functioning of the
business with (Cendrowski, 2012).
The company in concern of the report is the Nike which is an American MNC to
begin with engaged in the development of the process of manufacturing and to the process of
footwear apparel and marketing on an international basis. The company is concerned with the
sales of the footwear along with the sales in the apparel, equipment and in the sector of the
services as well as in the accessories.
Critical evaluation:
The primary focus of the organization is in the production of the shoes for people of
all gender including the children. The company has diversified their business in terms of the
production of the athletic clothes including jackets, shirts, skirts and under garments. Along
with that, the organization has also included the wristband, balls, bags and socks. The
organization has been able to create their brand image in the mind of their potential
customers quite affectively by introducing their slogan ‘Just do it’ and with their Swoosh
symbol. The logo along with the symbol has assisted the organization in creating a solidify
ground in the mind of the customers regarding the brand. The brand is also recognized by
their products and the promotional approach the organization adopts on a worldwide basis.
The organization follows the opinion of Strokes in formulating their managerial goals.
This is reflective in the attempt of the organization to adopt the CRM in order to guide the
course of the business along a line that is meaningful and emphasizes on a long term goals
along with a short term one. The implication of the CRM in respect of Nike can be noted in
the attempt of the organization to begin a new division in their business under the title of the

CRM OF NIKE4
Nike Digital Sports. The objective of the Nike Digital Sport as a new venture in to the
business was to include the development of the technologies in their goals. The development
of the technology used was reflective in the service where the organization provides the
customers with the ability to track their performance on a personal basis. This attribute of the
technology also allowed the organization to collect as well as store the information pertaining
to the changes in demands of the customers along with the trend that is desired by them. The
data by reflecting the needs of the customers and their trends have allowed the organization
to communicate in a transparent way as well as bring about effectiveness in their dealing of
the needs of their customers. One step ahead of the initiative can be marked in the
autonomous social media platform of the organization under the name of the NIKE +. The
creation of the autonomous social media site has been aimed at creating the channel of
effective communication between the members of the organization and their potential
customers. The relationship had been built solely on the ground of the understanding of the
organization to the needs and the demand of the customers.
Areas of Improvement:
The CRM program as designed by the organization was strategic in nature as well as
operational. The implication of the CRM program is noted in the attempt of the organization
to build effective communication between the customers under the project titled as Nike Fuel.
The program allows the customers to record their progress by providing the information to
the Nike Plus device. The device then is used to provide the customers with the updates about
the latest product introduced by the company in the market. It also allows the organization to
communicate with the Nike. The impact of the program is noted in the introduction of the
Nike+ apps that allowed the customers to connect with data of the customers. The
introduction of the Nike + app has also allowed the organization to share the experience of
the customers with the product of Nike as well as their service.