Nike s CRM
Xin Liang BA 486 10/24/2014 Nike’s CRM
Nike manufactures shoes also athletic clothing such as shorts, shirts, jackets and under armors; wristbands, bag packs, jerseys and socks are also sold by Nike (Rao, 2012). The Nike slogan, Just Do It, have placed it’s brand in the mind of consumers, through the recognition of it’s products and promotional tools used worldwide (Rao, 2012). Customer Relationship Management (CRM) is focusing on meaningful, long term relationships and not immediate profit with the customers (2010, p.202). According to the research, in 2012, Nike launched a new business division called Nike Digital sport (NDS). The objective of NDS was designing to develop technologies that allow the users to track their personal performance while Nike collected and stored data relating to customer needs. Because of NDS, Nike has been able to communicate more effectively with customers about their needs. Nike also has it’s own social networking service called Nike+ (Rao, 2012). This social networking service focuses on building social networks and relationships among people and communities. Nike has built relationships between the company and customer by understanding the customer’s needs and preferences. CRM programs implemented by Nike are mainly operational and strategic. For example, Nike Fuel enables customers to record their progress through the use of Nike Plus devices. These devices are designed to update customers on the latest Nike sports trends and insights, and allow them to communicate with Nike. Another CRM program implement by Nike is Nike + Connect apps. It is a free app developed by Nike that uploads customer’s Nike+ data from plus devices to their accounts. Nike also created a Nike+ running app that enables customers to share their experience on social media sites such as Twitter and Facebook. According to the research, Nike reaches over millions of fans
Nike manufactures shoes also athletic clothing such as shorts, shirts, jackets and under armors; wristbands, bag packs, jerseys and socks are also sold by Nike (Rao, 2012). The Nike slogan, Just Do It, have placed it’s brand in the mind of consumers, through the recognition of it’s products and promotional tools used worldwide (Rao, 2012). Customer Relationship Management (CRM) is focusing on meaningful, long term relationships and not immediate profit with the customers (2010, p.202). According to the research, in 2012, Nike launched a new business division called Nike Digital sport (NDS). The objective of NDS was designing to develop technologies that allow the users to track their personal performance while Nike collected and stored data relating to customer needs. Because of NDS, Nike has been able to communicate more effectively with customers about their needs. Nike also has it’s own social networking service called Nike+ (Rao, 2012). This social networking service focuses on building social networks and relationships among people and communities. Nike has built relationships between the company and customer by understanding the customer’s needs and preferences. CRM programs implemented by Nike are mainly operational and strategic. For example, Nike Fuel enables customers to record their progress through the use of Nike Plus devices. These devices are designed to update customers on the latest Nike sports trends and insights, and allow them to communicate with Nike. Another CRM program implement by Nike is Nike + Connect apps. It is a free app developed by Nike that uploads customer’s Nike+ data from plus devices to their accounts. Nike also created a Nike+ running app that enables customers to share their experience on social media sites such as Twitter and Facebook. According to the research, Nike reaches over millions of fans