Research shows that Apple is one of the brands Generation Y (and Generation X, too!) feel most emotionally attached to, and it’s not hard to see why. Its ecosystem of products – each of which functions seamlessly with the rest – engenders loyalty with the brand, while rewarding the customer for choosing Apple.īetter still, Apple’s branding has succeeded where plenty of other big companies have failed – by appealing to millennials. Boasting one of the most iconic and instantly recognisable brands in the world, it draws huge queues at product launches, while thousands of user-generated videos online are dedicated to ‘unboxing’ Apple devices.īut Apple’s brand is more than just a byproduct of designing products that look, feel, and work well.
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Whether you buy into its products or not, Apple’s pull is undeniable. “Design is not just what it looks like and feels like. Want more? Discover how CRM is redefining the success of other major brands.
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With Apple TV now producing original content and Apple Pay redefining how we shop, Apple’s innovation is a hallmark of its desire to grow with the needs of its users. The iPhone, iPod, and iPad were all ahead of their time, while iTunes was once the only legal online catalogue of songs to feature music from all five major record labels. It’s this, above all, that’s driven Apple’s desire to innovate – to expand and evolve its offerings to meet not only its customers’ current requirements, but those of their futures, too.īecause if it isn’t game-changing, Apple won’t do it. Rather, Apple’s intimacy with its customers has traditionally stemmed from the company’s empathy with their pain points and needs. Yet, paradoxically, Jobs was famously opposed to market research. It’s clear Apple’s understanding of its customers runs deep. If we'd given customers what they said they wanted, we'd have built a computer they'd have been happy with a year after we spoke to them – not something they'd want now.” Let’s take a look at the top four ways Apple uses CRM – and how your business can follow suit.
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But that’s not the only trick this Silicon Valley behemoth has up its sleeve. Īpple ID, used in conjunction with Apple’s rich ecosystem of products, is the core of Amazon’s CRM strategy – and, ergo, its wild and ongoing success. Not only is this targeted marketing done effectively, but it also engenders a sense of loyalty and familiarity with Apple’s brand and ethos. You can even share content and cloud storage with other members of your family, and monitor your kids’ purchases.įor Apple, it’s a self-renewing, seemingly limitless data set, allowing it to constantly tailor its services and re-engage customers with handpicked deals, discounts, and products. This ID allows Apple to remember your purchases with the Apple Store, and provide personalised recommendations for music and films. When you take your first Apple product home, you’re asked to create an Apple ID – a unique profile that syncs across all Apple devices you own.
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You can boil Apple’s CRM strategy down to just two words: Apple ID. Let’s take a look at Apple’s CRM case study, and explore how your business can learn from the best. Because despite eschewing traditional forms of customer retention – Jobs was famously opposed to market research, and Apple still doesn’t run a formal loyalty scheme – the company has built one of the most enduring, exciting, and enigmatic brands of all time. We’re talking, of course, about an excellent CRM (customer relationship management) strategy – how Apple keeps its billion-strong customer base happy, hungry, and coming back for more.Īnd it must be doing something right. To this day, Apple co-founder and former CEO Steve Jobs’ famous words define the company’s attitude and ambitions.Īnd, though Apple is most well-known for its innovative founder and ethos for doing things differently, the real secret to the tech giant’s success is something all successful brands do well. “I’d rather be a pirate than join the navy.”
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How Apple’s CRM strategy took it from a California basement to world domination, and what your business can learn from the biggest innovators in town