Starbucks Case Study

Only available on StudyMode
  • Download(s) : 94
  • Published : December 23, 2008
Open Document
Text Preview
Customer Relationship Management
Of Apple

Submitted to:
Instructor - Mikhail ZENCHENKOV
Hartford School of Continuing Education
Oct 8, 2008
 

 
 
Submitted by:
(Anu)
Chan Mei Ling (Belle)
Chiu Chit Ue (Uny)
Wong Mei Ting
Abstract:

Recently iphone has become the most popular mobile device in the smart phone market. People have high expectation for iphone being the smartest mobile device ever made. Besides, its popularity Apple has to look upon the situation between the customers and the company itself. The product has become popular in the market but not the service. There is still the gap between the expected service and the perceived service. After getting a lot of complaints from the customers, Apple should take immediate steps to build and improve the customer relationship problem with the company. The main content in this report is to define the scope and the problem and to bring a solution to that problem through CRM Programme. This report also stresses on the present CRM Architecture of the company and on the development of the Architecture. Besides this issues, the ways and methods to bring a solution and to conduct the analysis and if required change on the on the present plan and implement the new plan are also highly highlighted. Table of Contents: Page no. 1) Introduction…………………………………………………………………….. 2) Conceptual Framework, Definitions, Literature Review….............. 3) Discussion- Findings………………………………………………………… 3.1) Scope and client management problem (Uny)………………… 3.2) Case Study (Anu)………………………………………………………. 3.3) The present CRM Architecture (Mei Ting)………………………. 3.4) The required methodology and conducting analysis (Mei Ting and Uni)………………………………………………………………………………… 3.5) Redesigning blueprint for solution development (Belle)……... 3.6) Change and implementation of plan (Belle)……………………... 4) Conclusion……………………………………………………………………….. 5) Referencing………………………………………………………………........... 6) Bibliography………………………………………………………………........... 1) INTRODUCTION

According to National Retail Federation (NRF)’s survey,
“54% of retail companies have already implemented at least one CRM application; another 39% expect to do so within two years. And many see true payback possible: 72% said they view CRM as a way to extend their business and generate revenue.”

The growing usage and high successful cases percentages of CRM imply the importance of CRM in the business world today. However, there were also many reports and surveys showing a high percentage of CRM implementation fail. No doubt, customers, includes both internal and external customer, are always the most There isn’t any CRM solution guaranteed is suitable for all different organization structures. However, an appropriate implementation of valuable for business; they affect the success of fail to a company.

CRM extends the company business and generates revenue; an inappropriate implementation of CRM shrinks the company business and causes losses. So, what are the critical success factors for CRM?

For this project, “Apple Inc.” was chosen as our case to make an analysis of its CRM infrastructure in order to demonstrate our understanding of the new perspective on CRM. Then, we will base on our finding of the success factors for CRM to design a CRM solution for the company.

In this project, we are going to analyze the following points: ii) Why do we study this project?
iii) What will we examine in this paper?

About Apple
For this project, we chose “Apple Inc.” as our case in order to analysis it’s CRM infrastructure to develop a new CRM solution for the company.

“Apple Inc., (NASDAQ: AAPL) formerly Apple Computer, Inc., is an American multinational corporation with a focus on designing and manufacturing consumer electronics and software products. The company's best-known hardware products include the Macintosh line of personal computers, the iPod line of portable media players,...
tracking img