BISY2005 Enterprise Systems Report: Apple CRM Implementation Analysis

This report provides a comprehensive analysis of Apple's adoption of an Enterprise System, specifically focusing on its Customer Relationship Management (CRM) implementation. The report begins with an introduction to Apple and the business problem it aimed to solve through CRM, highlighting the importance of customer relationships. It then describes the nature of the adopted CRM system, the selection and implementation processes, and the difficulties encountered, such as choosing the right system and the need for adequate training. The report further discusses the success of the CRM adoption, detailing the metrics used by Apple to measure its effectiveness, such as improved customer experience and data collection. The report emphasizes how Apple aimed to enhance customer engagement and loyalty through its CRM system. It also explores the challenges faced during implementation and provides an overview of the CRM system's benefits in terms of data accuracy and customer service. The report concludes by summarizing the key findings and the overall impact of the CRM system on Apple's business operations.

Running Head: ENTERPRISE SYSTEM
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Table of Contents
Introduction................................................................................................................................2
Describe the organization and explain the problem...................................................................2
Describe the nature of the Enterprise Systems that the organization adopted and the process
by which it was selected and implemented................................................................................3
Difficulties Apple have faced in adopting the CRM system..................................................5
Selecting the right type of System......................................................................................6
Training...............................................................................................................................6
How successful the adoption of the Enterprise Systems was for Apple and discussion
regarding the success metrics that the company used............................................................7
Success Metrics used by Apple..........................................................................................8
Conclusion..................................................................................................................................8
References................................................................................................................................10

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Introduction
Apple is known for its innovative features of products and services. It is being the third
imperative organization at the global level. The customer relationship is an imperative part of
the business process due to their unique image. The brand feature of iPad and iPhone could
mandate to the organization to keep the customer relation. For solving the customer service
issue, Apple has used the customer relationship system, as it is one of the imperative parts of
Enterprise Systems. This report demonstrates the problem that is used by by Apple Inc.
Further, it also discusses the nature of the Enterprise Systems that Apple Inc. adopted and the
process by which it was selected and implemented. It also demonstrates difficulties that may
have faced by Apple Inc. in adopting the system. In last, it discusses the ways by which
organization could effectively implement the Enterprise Systems.
Describe the organization and explain the problem
In the current era, customer relation is being an imperative concept for all the organization as
it directly affected the overall quality of the organizational performance. Customer relation
could affect the productivity of the organization (Williams, 2014). There are certain acts that
might be affected by the customer relation named as low employee engagement, know the
level of customer satisfaction, and lack of crucial data. It is evaluated that the organization
has considered such factors to increase the productivity of the firm. The lower level of
employee engagement could decline the interest of workforces to do the best performance
and directly meeting with their consumers. It is examined that organization is failed to
manage their customer due to lack of understanding of workforces towards dealing with a
customer at a large level (Williams, 2014). It is illustrated that the organization has needed to
manage a huge number of consumers for their products and services that could require to
keep customer relations. It will lead to the firm for operating the business in one direction and
manager task effectively. Apple Inc. has failed to manage its essential data caused by higher

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volume that affected the overall outcome of the firm. It is illustrated that the 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. This software is leading to a huge number of data that will increase the
accuracy of the obtained result in the upcoming period. It is also founded that the
organization could not manage customer services with any authentic Software. Hence, the
organization will use such factors to keep data accuracy effectively. The organization has
deeply evaluated factor that might be affected by the overall productivity of the firm (Eaton,
et al., 2015). This organization has the largest retailer of PC’s in the retail sector as it is
difficult for the firm to comprehend the needs and requirements of each consumer and give
them the equal value that will negatively impact on the organizational performance. 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 befits. From the evaluation, the Organization founded
that The customer's relationship system would be imperative as compared to another factor as
the customer relationship is more appropriate than other factors. Further, the customer
relation gives a value to the organization in keeping the business data and make a favorable
decision in the context of the organizational success (Macintyre, et al, 2014).
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). The customer relationship management system is a vital tool
that supports to the organization to directly connect to the consumer to a business that
increase the probability of business success in the upcoming period. This tool is also effective

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for fulfilling the needs of consumers as well as the organization and make a transparent
relationship between them that is a bigger achievement for an organization. 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. Apple Inc.
has been implementing the CRM system in their consumer service department in nearly a
decade. From the application of this tool, the organization could be mandated to send email to
those consumers who have used the products and services of the organization. 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). It
is evaluated that the retail department could have the decision effectively. It is examined that
Apple has focused on making positive customer experience rather than making a simple
experience. The main aim of practicing CRM in the retail is to encourage the relationship
between the clients and Organization. It is illustrated that the relationship could focus on
boosting the positive experience as it will affect the overall, the productivity of the firm
(Thangam, et al., 2014). 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. It makes a unique image of the products among the customer’s
mind and taught a consumer to love their products and make an emotional connection with
them that could be effective in increasing the brand loyalty of customers. It could be an
essential strategy of the organization (Symons, 2014). There are different factors that might
be completed by the firm after the using of this tool. The primary reason that mandate to
Apple to use this tool is data collection. The organization could use this tool to eliminate
these issues and support to make a favorable decision in favor of the research matter. 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. This technique is could based, as it means there

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are pyramid effects of business that is collected by CRM tool implementation (Noe, et al.,
2017).
Process of the Customer relationship system
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). It is stated that the
CRM supports to engage the employee in their allocated work as it could be associated with
customer relationship. 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
Today, an increasing number of businesses are realizing the advantages of the strategy of
customer management and executing CRM systems. However, successful implementation of
the CRM system in the business is generally said is easy but it is very tough. Establishment of
the CRM system needs a change in the customer management approach at the level of
organization. It is not just a matter of a department whether IT, Sales, and Marketing. On the
top, there are a number of businesses that experience failure experiences of the CRM system
implementation and hence, do not desire to use the strategy of CRM by themselves (Shah,
2016).
Failure fear is generally the major hesitation block for any type of implementation project of
the enterprise system and CRM is not to be considered as the exception (Shah, 2016). 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).

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Considering the above issues that the company faces in managing a strong relationship with
its customers, it came under knowledge regarding the CRM system and implementation of
the same. However, it has also experienced some of the difficulties in implementing the
system. To overcome this fear of failure, the businesses like Apple think deeply, access the
advantages of a successful implementation of the CRM along with the possible difficulties
and challenges they need to overcome in order to ensure the effective implementation of the
system for the high return on investment. Some of the difficulties while adopting the CRM
system into the business Apple experienced are:
Selecting the right type of System
At the stage of adopting an enterprise system, it is very important to observe and note the
functions of the system in order to check whether the observed system is meeting the
requirement of the company for now and also for the future (Rishab Software, 2019). Besides
this, it becomes very important to evaluate its capabilities with the present applications in the
business. It is also essential to device the scope of service of post-implementation.
Considering the case of Apple, it has also experienced the same type of issue while selecting
the type of system for its problem. The company was experiencing the challenge of
maintaining a strong relationship with its customers such as low customer engagement, low
customer service, and managing the customer data. These problems can be solved through an
enterprise system; however, selecting the correct type of system was a huge issue. After
detailed analysis and guidance from the enterprise system providers, the company decided to
use a CRM system.
Training
It is generally said that the best system of CRM does not work if the users of that same
system are not competent enough to use it effectively. Hence, it raises the requirement of the
trained and skilled users because the success of the implementation procedure of the CRM is

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based majorly on this aspect (Sage Software, 2015). Further, it is important to incorporate the
type of users for the training. It is comprised of the administration team, management team,
and user teams for the program. As Apple is one of the largest organizations of consumer
electronics it requires one of the most effective CRM systems, however, to successfully use it
there is a need for trained staff. So identifying responsible employees for providing training
was one of the huge tasks for the management team.
How successful the adoption of the Enterprise Systems was for Apple and discussion
regarding the success metrics that the company used
Today, Apple is using the Customer Relationship Management System in its department of
the customer service, and it has been ranged from sending emails to the customers visited the
stores, in order to concentrate on measuring the feelings of the consumers when they are
interacting with the staff of the company. 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). The key purpose of Apple to implement the
customer relationship management system into its operation was to maintain a long-term
relationship between client and Apple. With the implementation of the system, the company
has been successful in retaining its relationship with the customers and improved the
experience of the customer such that they can have a long-lasting and unique memory while
and after purchasing the products of Apple. In place of focusing on encouraging customers to
purchase the product, through this system, 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.
There are a number of constituents for using the CRM system in the infrastructure of Apple.
The key purpose of the CRM system is to collect key data of the customer. This takes place

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whenever a consumer purchases any product, using any software, or registering their product
with the help of Apple ID. The entire information is utilized to support in defining the
advertisement goal such that it could be more directed at the potential customers.
In addition to this, 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.
Success Metrics used by Apple
Customer Feedback Surveys – Over the years, Apple is successful in gaining a reputation in
the market for offering advanced products in the market. However, considering the issues
faced by the company related to its relationship with the clients, the company has adopted
th4e CRM systems. With the help of this system, the company is regularly gaining the top
spot in the ranking of customer satisfaction. This company has been regularly involved in
different customer feedback surveys (Saleh and Shukairy, 2010). Feedback surveys have
been proven as one of the useful success metrics for Apple to gain the views of the customer.
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. Through a quick survey, the company is able to get
quick as well as accurate feedback of the customers (Archer, 2016).
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.
From the analysis, it has been identified that Apple was regularly experiencing issues related
to customer satisfaction. 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 which is used by the
company to gather important customer data and increase the customer satisfaction level by

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taking quick feedbacks. However, while adopting the customer relationship management
system, Apple has experienced a number of challenges such as selecting the right type of
system and providing training to the employees to effective use of the system. Further, the
report has highlighted that the company has gained success after implementing the system
into the operations in terms of improving customer and company relationships and increased
customer satisfaction. Apple has been involved in making use of the feedback survey for
understanding the customer satisfaction level.

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