Comprehensive Report: Xiaomi's CRM Strategy and Impact

This report provides a comprehensive analysis of Xiaomi's Customer Relationship Management (CRM) strategy. It explores how Xiaomi leverages its online platform, including MiTalk and WeChat, for customer interaction and data collection. The report delves into the key aspects of Xiaomi's CRM strategy, such as how it defines, collects, links, integrates, recognizes, stores, and updates customer data. It also examines the characteristics of Xiaomi's business-customer relationships, including their interactive, ongoing benefit, and unique approaches. Furthermore, the report highlights how Xiaomi's CRM strategy aligns with changing consumer behavior in the Chinese market and discusses the role of trust in building brand loyalty. The report references various sources to support its findings, providing a detailed overview of Xiaomi's successful CRM approach.

Running head: XIAOMI CRM STRATEGY 1
Xiaomi CRM Strategy
Name
Institution

XIAOMI CRM STRATEGY 2
Xiaomi CRM Strategy
Xiaomi has had successful remarkable milestones as the gadget maker in the technology
industry. The Xiaomi success is attributable to its robust Customer Relationship (CRM)
strategies (Olivier, 2015). One of the company goals is to focus on innovating quality products to
meet the ever-changing preferences of the target markets. Xiaomi CRM strategy can be
discussed based on the following aspects’
Define
The Xiaomi’s CRM strategy is largely rooted on its online platform. The company interacts with
its customers on Chinese social platforms. Recently, the company has established an active
mobile community known as “MiTalk” (Olivier, 2015). The mobile community enables the users
of the Xiaomi gadget to share their experiences. The platform facilitates effective management of
the company interactions and relationships with customers well as potential customers.
Collect
Through its digital operations, Xiaomi has created a Weibo account for each product range. This
approach allows the company to collect useful information from their customers concerning their
different product ranges (Millward, 2014).
Link
The online platform is the major link between Xiaomi and its customers (Olivier, 2015). The
industry analysts have termed Xiaomi as a faceless company that is making enormous profits
more than the mobile manufactures that have been in the industry for years.
Integration
Xiaomi has integrated a WeChat in addition to its online platform to facilitate the interaction
between the company and customers. The WeChat platform enables the company to set
keywords and canned responses. Customers use the keywords such as "repair" and "restart" to
get connected the appropriate customer representatives (Tolmao, 2016).

XIAOMI CRM STRATEGY 3
Recognize
Xiaomi is well recognized as the organization that is built on CRM strategy to facilitate customer
interaction (Olivier, 2015). The online marketing strategies adopted by the company has labeled
it as a digital marketing company. Through the strategy, the company has surpassed global
companies such as Apple and Samsung to become the largest smartphone manufacturer in China.
Store
The Xiaomi CRM strategy is based on the app store to introduce its products to the global
audience (Amazon Web Services, Inc., 2016). The app store has facilitated rapid delivery of
services to the customers.
Update
To keep effective communication interactions with customers, Xiaomi has focused on upgrading
its customer relationship management. For example, the company has created information
inquiry platform that caters for the complaints and suggestions collections ( 95Teleweb
Information Co., Ltd, 2017).
Analysis
Xiaomi CRM strategy has been effective in facilitating the customer interactions and
communication. This has helped the company to make many of its sales through digital
marketing.
Making Available
The Xiaomi CRM strategy enables the company to avail its products online (Firoze, 2015). The
technique avails the company products to different customers across the world.
Xiaomi Business-Customer Relationship Characteristics
Xiaomi business success has been linked to its philosophy of "Be friends with our fans."
Through the observance of this approach, the company has become a leading smartphone vendor
in the Chinese market (Wang, 2014). Xiaomi attitude towards customers has been the key reason
behind this prosperity. The Xiaomi-customer relationship can be linked to the following
characteristics;

XIAOMI CRM STRATEGY 4
Interactive
Xiaomi has adopted different social platforms and techniques to engage with fans. Through
social media strategy, the company has turned over 11 million users media followers into loyal
customers. Besides, the approach provides customers with detailed information about their
brands as well as providing channels where customers can raise their complaints (Wang, 2014).
Ongoing Benefit
The application of CRM strategy, has enabled Xiaomi to improve its customer experience. For
example, the customer relationship management employed by the company has made it easier to
segment its customer needs appropriately, track their needs accurately and interact will all
customers in a meaningful manner. As a result, the company has benefited from increased sales,
higher customer satisfaction and retention (Tolmao, 2016).
Change in Behavior
The Xiaomi CRM strategy has been in the line of the customers' change behavior in the Chinese
market. In the past years, Chinese customers have increasingly opted for quality products at
higher prices. Besides, they show a great appreciation on online shopping and reliance on social
media to obtain product information (Tian, 2013). The Xiaomi CRM strategy is in line with this
trend and therefore, positively influencing customer behavior on online shopping.
Unique
Based on the Xiaomi online marketing strategy and social platform interactions it is well
elaborated that its CRM strategy is a unique one. For example, the Xiaomi WeChat platform has
enabled the company to listen to its customers more appropriately than before (Tolmao, 2016).
This enables the company to attend to their customers' complaints without delay as well as
having easy access to customers' feedback on their brands.
Required Trust:
There is a lot trust among the customers on the Xiaomi brands. This attributable to the company's
dominance in online sales as well its ability to engage their customers through the different

XIAOMI CRM STRATEGY 5
online platform and social media sites. The company has used this trust to control major
smartphone markets in China and India (Firoze, 2015).
References
95TELEWEB INFORMATION CO., LTD. (2017, March 26). Xiaomi Introduction. Retrieved
from 95TELEWEB INFORMATION CO., LTD:
http://www.95teleweb.com/en/case/case01/
Amazon Web Services, Inc. (2016, June 2). AWS Case Study: Xiaomi. Retrieved from Amazon
Web Services, Inc.: https://aws.amazon.com/solutions/case-studies/xiaomi/
Firoze. (2015, March 30). Xiaomi Teams with ‘The Mobile Store' to Sell MI 4, REDMI NOTE
4G: REPORT. Retrieved from Gizmeon Technologies Pvt Ltd:
https://www.gizmeon.com/xiaomi-teams-up-with-the-mobile-store-to-sell-mi-4-redmi-
note-4g-report/
Millward, S. (2014, November 4). These ten ingredients are the recipe for Xiaomi's secret sauce.
Retrieved from TechinAsia: https://www.techinasia.com/10-strategies-xiaomi-secret-
sauce
Olivier. (2015, March 3). XIAOMI tripled its Sales in 2014! Retrieved from XIAOMI.COM:
https://www.marketingtochina.com/xiaomi-has-tripled-its-sales-in-2014/
Tian, W. (2013, August 22). Consumer behavior is changing. Retrieved from China Daily
Information Co:
http://usa.chinadaily.com.cn/business/2013-08/22/content_16912823.htm
Tolman. (2016, January 1). Why Xiaomi Implemented Customer Service via WeChat. Retrieved
from Tolmao: http://www.tolmaogroup.com/why-xiaomi-implemented-customer-service-
via-wechat/
Wang, X. (2014, December 17). Social Marketing Boosts The World’s No. 3 Smartphone Giant,
Xiaomi. Retrieved from Forrester Research, Inc.: https://go.forrester.com/blogs/14-12-17-
social_marketing_boosts_the_worlds_no_3_smartphone_giant_xiaomi/