Enterprise Systems Implementation at Apple Inc.: A Detailed Report

This report provides a comprehensive analysis of Apple Inc.'s enterprise systems implementation, specifically focusing on Customer Relationship Management (CRM). It begins with an overview of Apple's business, highlighting its innovative approach and the importance of customer relations....Read More

Enterprise System
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Introduction
• This presentation discusses the following:
• Apple Inc. Background
• the organisation and explain the problem
• nature of the Enterprise Systems that the organisation adopted
and the process
• Discusses difficulties the organisation may have faced in adopting
the system
• Ways successful the adoption of the Enterprise Systems
• Cocnlusion

Describe the organisation and explain the problem
• Apple is known for its innovative features of products and
services. It is being the third imperative organization at
the global level.
• The brand feature of iPad and iPhone could mandate to
the organization to keep the customer relation.
• Customer relation could affect the productivity of the
organization (Williams, 2014).

Cont’d
• There are certain acts that might be affected by the
customer relation named as
• low employee engagement
• know the level of customer satisfaction
• lack of crucial data

Cont’d
• Customer relations are maintained by generally two factors
effectively use of data and maintaining the customer services
quality both are not possible in Apple without considering the
customer relationship system.
• After losing some essential information, the organization has
done the market research and comprehend the enterprise
resources system value and decided to implement the business
procedure to get higher competitive benifits (Middleton, 2017).
•

Describe the nature of the Enterprise Systems that the organization adopted
and the process by which it was selected and implemented.
• For sustaining the position of the organization in the
marketplace, the organization has needed to implement
the Enterprise Systems and affected the overall
performance of the business (Artto, et al., 2016).
• This tool will also assist the firm to secure the time as well
as the cost of the organization by eliminating the manual
process of the business and create the accuracy of the
upcoming result.

Cont’d
• Top management of the organization could also directly
meet employees and inform them to give equal value to
the feelings of consumers in making positive environment
(Lu, et al., 2015).
• Through this software, the organization will be capable to
admire the consumers to purchase products and not
forget the feature of products after the using of new
competitors products.

Cont’d
• It is addressed that Apple has not applied the CRM tool
for their own purpose as it has made the CRM technique
for their essential consumers.
• By far the main aim of CRM is boosting the positive
experience of customer services to improve the new
existing consumers (Nüesch Alt, and Puschmann, 2015).

Cont’d
• It could mandate to the workforces of the firm to directly
meet with their consumers and comprehend needs and
desires related to products and services and make
changes accordingly for meeting the aim of the study.
• By implying the CRM system so widely in their structure,
Apple since has effectively produced a positive lifestyle
experience than the simple purchase (Taylor, et al., 2015).

Difficulties Apple have faced in adopting the CRM system
• Establishment of the CRM system needs a change in the
customer management approach at the level of
organization.
• There are different department that might be affected at
the time of implementing the CRM:
• IT department
• Sales department
• Marketing department

Cont’d
• Apple being the leading organization in the consumer electronic
goods such as iPhone, iPad, Laptops, Smartwatches, etc., is not
the exception in experiencing the challenges of implementing
Customer Relationship Management System into its operations
(Kaur, 2016).
• Difficulties while adopting the CRM system into the business
Apple experienced are:
• Selecting the right type of System
• Training

How successful the adoption of the Enterprise
Systems was for Apple and discussion
regarding the success metrics that the
company used
• With the implementation of the Customer Relationship
Management System into the business, the company is
majorly concentrating in confirming that customers gain
an unforgettable experience, in place of just making a
purchase at the store (Middleton, 2017).
• Apple concentrates on teaching consumers to appreciate
and love the benefits of the iPhone or iPad (Ellen Grace
Management Consultant, 2014). This remains the central
point of the strategy of the company.

Cont’d
• The company has also developed a CRM tool for its
customers. The tool is completely cloud-based which
provide benefit to the company in effective data collection.
• Customer Feedback Surveys – Over the years, Apple is
successful in gaining a reputation in the market for
offering advanced products in the market.
• . This company has been regularly involved in different
customer feedback surveys (Saleh and Shukairy, 2010).

Cont’d
• The company immediately email the survey to the
customer after the purchase. Consumers are asked to
provide the rating regarding the level of their satisfaction
and how possible they would visit again to make the
purchase.

Conclusion
• The above report has provided a detailed description of
the enterprise system used by Apple Company for
resolving the issues it faces while operating the business
at the global level.
• The company was incapable of maintaining a strong
relationship with its customers due to lack of customer
data. Hence, in order to solve this issue, the company has
adopted the Customer Relationship Management System.
• Apple has been involved in making use of the feedback
survey for understanding the customer satisfaction level.

References
•
• Artto, K., Ahola, T. and Vartiainen, V., 2016. From the front end of projects to the back end of operations: Managing projects for value creation
throughout the system lifecycle. International Journal of Project Management, 34(2), pp.258-270.
• Ellen Grace Management Consultant (2014) Apple’s Customer Relationship Management [online]. Available from
https://www.egmanagementconsultant.us/apples-customer-relationship-management/ [accessed 9 June 2019]
• Kaur, J. (2016) Customer Relationship Management: A Study of CRM Policies of Different Companie. Global Journal of Finance and Management,
8(2), 153-159.
• Lu, J., Wu, D., Mao, M., Wang, W. and Zhang, G., 2015. Recommender system application developments: a survey. Decision Support Systems, 74,
pp.12-32.
• Middleton, C. (2017) Apple taps SugarCRM for internal customer relationship management system [online]. Available from
https://www.theinquirer.net/inquirer/news/3005958/apple-taps-sugarcrm-for-internal-customer-relationship-management-system [accessed 9 June
2019]
• Nüesch, R., Alt, R. and Puschmann, T., 2015. Hybrid customer interaction. Business & Information Systems Engineering, 57(1), pp.73-78.
• Saleh, K., and Shukairy, A. (2010) Conversion Optimization: The Art and Science of Converting Prospects to Customers 1st ed. U.S: "O'Reilly
Media, Inc."
• Taylor, J., Roberts, J., Oram, C., Gupta, A., Itani, M., Baroudi, S. and Smith, R., SugarCRM Inc, 2015. Customer relationship management system
and method. U.S. Patent 8,972,876.
• Williams, J.A., 2014. System and Method for Scheduling Tee Time. U.S. Patent Application 14/056,708.