Evaluation of Nike’s CRM programme
Nike’s Rationale for implementing CRM programme
In nowadays business world, Customer Relationship Management (CRM) is an essential for a business strategy for every company. Our chosen company is Nike, one of the largest supplier of sportswear which include shoes and apparel.
Implementation of CRM programme is a essential for every successful company. Customer Relationship Management is the core business strategy that integrates internal processes and functions and external networks, to create and deliver value to targeted customer at a profit. It is based on high quality customer-related data and enabled by information technology. (Buttle, 2009)
The main reason for Nike to implement CRM programme is to understand more about customer’s preferences and requirements. Through CRM programme implemented by Nike such as Nike Friends a one of a kind loyalty program by Nike. Nike will be able to build a relationship between them and their customers. Through understanding their needs and preferences, Nike will be able to analyse what their customer want, thus getting a bird eye view on the market situation of the sportswear industry. The most important aspect of CRM is being aware of customer needs and reacting to them effectively. Besides that, implementation of CRM programme will help Nike to be more successful in attracting new customer, , responding to new leads in market and closing deals more quickly. By improving the responsiveness to their customers, Nike will be able to gain loyalty from their customers and decrease the customer churn. CRM programme also can help Nike to reduce the cost for replacing the churned customers because the cost to acquire new customers is higher than maintaining existing customers. Through CRM programmes, Nike is able to understand their customers’ needs, therefore improving their customer retention. Moreover, CRM programme can help Nike to improve customer retention. By reducing customer...
Bibliography: Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies (2nd ed.). Burlington MA, USA: Butterworth-Heinemann.
Buttle, F. (2009). Customer Relationship Management: Concepts and Technologies (2nd ed.). Burlington MA, USA: Butterworth-Heinemann.
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