Case Study: CRM Strategies of Apple, Tesco, and Uber

This report delves into the Customer Relationship Management (CRM) strategies employed by Apple, Tesco, and Uber. It examines how each company utilizes CRM to enhance customer interactions and drive business success. The analysis covers Apple's approach to personalized recommendations through its Apple ID system, Tesco's use of loyalty programs like the Clubcard to incentivize customer retention, and Uber's strategies to engage early adopters and build a strong brand presence. The report highlights the benefits of targeted marketing, customer rewards, and leveraging early adopter advocacy. By analyzing these case studies, the report provides insights into effective CRM practices and their impact on customer loyalty and business growth. The report also explores how these companies gather and utilize customer data to refine their services and maintain a competitive edge in the market.

1. According to the above article CRM refers to all strategies,
techniques, tools, and technologies used by the 3
companies for developing, retaining and acquiring
customers.
CRM software ensures that every step of the interaction
with consumers goes smoothly and efficiently in order to
increase the overall profits. The software gathers customer
data from multiple channels. Hence, CRM stores detailed
information on overall purchase history, personal info and
even purchasing behavior patterns.
2. Apple strategy - When you take your first Apple product
home, you’re asked to create an Apple ID – a unique profile
that syncs across all Apple devices you own. This ID allows
Apple to remember your purchases with the Apple Store,
and provide personalised recommendations for music and
films. You can even share content and cloud storage with
other members of your family, and monitor your kids’
purchases.
For Apple, it’s a self-renewing, seemingly limitless data set,
allowing it to constantly tailor its services and re-engage
customers with handpicked deals, discounts, and products.
Not only is this targeted marketing done effectively, but it
also engenders a sense of loyalty and familiarity with
Apple’s brand and ethos.
Tesco strategy-Tesco, being one of the largest retailers
in the world, is credited with successful customer retention
ideas which have driven the UK supermarket industry to
revolutionise the way people have shopped. The Tesco
club-card is one popular customer retention strategy.
Tesco cardholders are offered tons of benefits, including

reward systems where points are collected by customers
for each purchase.
Once adequate points have been gained, these can be
turned in for store cash vouchers. Customer reward
systems such as these enable clients to display brand
loyalty and accrue further savings, incentivising them to
focus on shopping with only Tesco.
Uber strategy-he launch period for apps is always a
crucial window for marketers, but rideshare platforms face
a few additional challenges — their two-sided marketplace
means that they need to attract drivers and riders at the
same time. The ideal solution is to promote early adopters’
initiatives, helping both groups feel like insiders. Uber
handled this masterfully by leveraging early adopter
advocacy and offering rewards for loyal customers.
When Uber needed to get the word out, a normal soft
launch wasn’t enough. Instead, it developed a highly-
targeted and localized early adopter strategy in the Silicon
Valley area. Uber hosted sponsored events to introduce
itself, gave free trials to tech influencers, and leveraged
word-of-mouth marketing techniques. By the time Uber
was ready to expand its reach, early adopter advocacy had
supercharged its brand marketing efforts.