Assessment of Customer Relationship Management at Apple

Running head: MANAGEMENT
Management
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Executive Summary:
The paper is concentrated in the assessment of the success of the customer relationship
management of one of the market giants of the global consumer electronics market, Apple.
The paper delivers a significant investigation of the customer relationship management
strategy of the selected organization with a specific focus on the governance, culture and the
external relationships of the company. In addition to this, the paper also examines the CRM
strategy of the stated company on the basis of its contribution to the development of the
channel strategies and in the improvement of the usage of the technology in the business
operations of the mentioned company. From the analysis of the findings of the paper, the
improved processing of the real time data and the socialization of the CRM activities of the
company are seen to be much needed.

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Introduction:
The importance of the customer relationship management amongst the leading
organizations of the modern business industry is seen to increase in a notable manner. As the
intensity of the competition in the business industry is increasing in a rapid fashion, the
companies are facing the need of incorporating an efficient customer relationship
management. Majority of the modern business organizations are observed to be keen in
identifying the demands or the requirements of the customers as that provides them the
opportunity to design their products and services in accordance to the preferences or the
demands of the customers. The main aim is to gather the information from the part of the
customers regarding the needs of them and then design the products so that it effectively
becomes a bestseller products for the company.
Khodakarami and Chan (2014) commented that the objective of the senior
management of the modern organizations in improving their customer relationship
management, is to create the improved level of customer loyalty amongst the customers of
the organization. Along with that, the improvement in the customer relationship management
from the part of the companies will enable the company to trigger the intention of repetitive
purchasing of the customers and that has the possibility to increase the sales of the products
and the services that the company offers to their customers. Hence it improves the generation
of the profit and the financial stability of organizations. The paper is focused in the evaluaton
of the success of the customer relationship management of one of the market giants of the
global consumer electronics market, Apple. The paper provides a significant analysis of the
customer relationship management strategy of the mentioned organization with a precise
focus on the governance, culture and the external relationships of the company. Along with
that, the paper also analyses the CRM strategy of the mentioned company on the basis of its

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contribution to the improvement of the channel strategies and in the enhancement of the
usage of the technology in the business operations of the mentioned company.
Overview of the company:
Apple is one of the top most companies of the global consumer electronics industry
and that is pretty evident with the significant market share of the company. The company is
able to serve the customers across globe and the expanded reach of the organization with
store presence in more than 500 locations is seen to be crucial in the success of the mentioned
company (Apple.com. 2019). Along with that, the visionary leadership of Steve Jobs had
played a significant role in the development of strong brand for the mentioned company
which enables it to create an expanded customer community that is highly loyal towards the
products and the services of the company. The excellent leadership of the senior management
team of the company which includes Arthur D. Levinson, the Chairman of the company, Tim
Cook the CEO of the company, Luca Maestri the CFO of the company, Jeff Williams the
COO of the company along with the CDO of the company, Jony Ive has enabled the
company to the generation of an increased revenue of 265.595 billion US dollars in the year
2018 along with an increased operating income of 70.898 billion US dollars in the same year
(Apple.com. 2019).
Analysis:
Governance, Culture and External Relationships:
The structure of the company is one of the main factor that promotes the continuous
urge of innovation and plays a crucial role in maintain the spirit of innovation. The company
is currently having a hierarchical structure which is headed by the chief executive officer of
the company, Tim Cook. The executive board of the mentioned company contains 16 senior
vice presidents of different departments and officers. Tor Myhren is the vice president of the