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客户经营管理是指管理对企业所提供的服务设计的发展，以及计划、组织和控制对服务的操作过程和操作系统。客户经营管理已成为当代大多数企业吸引新客户、留住老客户、提高客户忠诚度、提高市场占有率的重要手段之一。
苹果是一家美国的高科技公司，成立于1976年4月1日，其业务在第二十世纪末下降。进入二十一世纪，公司再次成为世界电子生产和设计的领导者，也是世界上最成功的公司之一。苹果成功的一次，这主要是由于客户对公司的经营管理，因此，本研究对其进行客户经营管理策略研究。
Chapter 1 Introduction about customer operation management 客户操作管理介绍
1.1 The research about customer operation management
Customer operation management refers to the management towards the development and design of services provided by enterprises, as well as the planning, organization and control towards service operation processes and the operating system (Barthel, 2010). Customer operation management has become one of the most important means for majority of contemporary enterprises to attract new customers, retain old customers, improve customer loyalty and increase market share (Cook, 2008).
1.2 Customer operation management in Apple
Apple Inc. (Apple for short) is an American high-tech company founded on April 1, 1976, its business fell in trouble in the late 20th century (Kubilay, 2015). Entering the 21st century, the company once again becomes the world's electronic production and design leader, as well as one of the world's most successful companies. Apple succeeds once again, which is largely due to the company's customer operation management, thus this study carries out research on its customer operation management strategy (Kubilay, 2015).
Chapter 2 Literature Review 文献综述
2.1 The origin of customer relation management
In the 20th century, with the transition from a seller's to a buyer's market, an enterprise's business strategy must be transformed from the "product-centric" to the "customer-centric." To implement a customer-centric strategy requires an enterprise to integrate customer-related information from its various to achieve the comprehensive management of customer-related data and information. In this context, CRM appears (Barthel, 2010).
2.2 The research about customer relation management
In marketing process, CRM system can effectively help marketers of an enterprise to analyze the existing target customer groups, so as to help marketers to choose accurate marketing tools. At the same time CRM helps marketers in dealing with cost-benefit analysis to help the company to choose a more effective marketing tool (Barthel, 2010). Through contents recorded by CRM system, marketers can establish a schedule for appointment reminder, effectively shortening their working hours, and large business reminders, sales filler analysis, performance index statistics, as well as other functions and can effectively help management personnel to improve the ratio of achieving transactions, shorten sales cycles, so as to achieve the business growth with maximum benefit (Cook, 2008). CRM system can help companies to have a quick and timely access to information on customer complaints, which can be targeted and efficient for companies to solve problems for customers to improve customer satisfaction and enhance corporate image. Satisfaction survey function of CRM system allows the most senior managers to be kept informed of the company's level of customer service (Daffy, 2001).
2.3 The degree of satisfaction of customers
Customer satisfaction refers to the feeling status of a customer’s pleasure or disappointment after he compares the perceived effect of a product or service with the expected value. The higher the degree of customer satisfaction there is, the stronger the competitiveness the enterprise providing the product or service has, and it has greater market share and better business efficiency. CRM is an effective way and means to improve customer satisfaction, it helps companies to better find consumer demand to help companies to provide better services, it also contributes to improving the perceived value of consumers towards products and services (Harris, 2006).
Chapter 3 The customer relation management in Apple company 苹果公司的客户关系管理
3.1 The basic introduction about Apple company
Apple mainly provides personal computers such as MacBook, ipad, mobile communications, for example: iphone and multimedia devices, such as: ipod, these three aspects of products, By 2016, Apple's market value is over 230 billion US dollars, which is one of the highest in the world (Hartigh, 2016).
3.2 The organization structure of Apple company
Apple's organization structure is shown as the above figure 1, the organization structure is characterized by that the management of various departments are directly connected with the CEO Jobs, and the bottom staff are directly connected with the management of each department (Lazonick, Mazzucato and Tulum, 2013). As a result, the CEO is at the core of information transmission. For Apple, because of the simple organization structure, it can take quick action and achieve quick information transfer.
3.3 The management concept and business indicators of Apple company
The most important feature of Apple's management philosophy is to encourage individualism, in the early days of its establishment (Montgomerie and Roscoe, 2013), Apple has formed a dynamic and creative corporate culture. Apple's culture encourages hard work, emphasizing individual achievement. The employees believe that Apple's power is from them, and the role of the management is to be able to create the best working environment for them to stimulate their creativity (Montgomerie and Roscoe, 2013). This management concept makes Apple be able to develop incredible products.
Chapter 4 The analysis about the customer relation management in Apple company 苹果公司客户关系管理分析
4.1 The positioning of valuable customers in Apple company
As a brand of high-end products of computers and mobile phones in the market, Apple’s target customers are young business people, those who are demanding and affordable in entertainment, creative workers who have special requirements for computers (Kubilay, 2015). Apple’s consumers are young people with strong spending power and high educational background.
4.2 The analysis about customer relation management
4.2.1 Customer information management in Apple company
Apple is through a powerful database-GCRM system to achieve the global network management system of the customer service center, as long as a customer has dialed the number of the customer service center, his customer information, information of using the product and issues consulted will be recorded in the database, Apple’s engineers around the world can have an access to relevant records of the customer. Thus in every global region, the most efficient technical services of the customer service center are available to each customer.
Clover CRM of Apple integrates with customer management, market management, sales management, purchasing management, inventory management, after-sales management, product management, cost management, schedule management, user-defined report analysis, user-defined custom statistical chart analysis and other functions (Hartigh, et al., 2016). Apple company is through the use of the Clover CRM to analyze and record customer data in purchase and sale process, using these data and information for transformation and optimization of sales and customer service processes.
4.2.2 Communication management in Apple company
If a user has bought their products, Apple will periodically send them formally e-mail to show their respect for the user, and it is attached with a questionnaire to understand the user’s opinions about whether he has comments and suggestions on the recent purchase of apple products.Users who fill in the questionnaire conscientiously will have the opportunity to get a beautiful gift, of course, and they will also receive a thank you letter and invitation to experience Apple's new product release conference.
Apple franchise stores also provide users with a fun free classroom-"i- genius", through it, users can have an access to technical expertise and experience the process of using the latest products or software, through this communication, many customers may not make purchasing decisions at the moment, but they will remember the experience in the franchise stores and first consider Apple products in the next option to purchase (Hartigh, et al., 2016). This mode of communication has laid a good foundation for the training of potential customers.
Apple launched Appstore in 2008. The software developers provide a wide variety of application software, a variety of financial payment service providers provide transaction and payment service, Apple provides software platform, consumers are through Apple's products and platform to purchase and use a variety of application software. Appstore greatly facilitates consumers’ access to application software, saving time and costs for consumers. Meanwhile, Appstore helps Apple's integration of resources to have an access to considerable economic benefits, it also allows consumers and software companies to benefit from that to achieve a win-win development pattern. (Lazonick, Mazzucato and Tulum, 2013). |
