Customer Experience Management in Apple Company

Document Type:Thesis

Subject Area:Business

Document 1

  It was formed by Stephen Gary and Steven Paul. The two invented the first Apple computer in 1976 then later developed other similar models like Apple I, II and III, Macintosh and power Mac (Linzmayer, 2004).  In 1996 Steven Paul became the CEO of the company and brought about a new idea of improving Apple products to look simple to operate. By the philosophy of identifiable items, iPod music player was introduced in 2001. This made Apple become a leading company in production of consumer electronics. Apple Company kept on releasing iPhone and iPad hence enabling it to be one of the largest telecommunication industries in the world as it collects revenue of about $60 billion per year (Linzmayer, 2004).   Strategy and Implementation Through the philosophy of simple design and identifiable products, Apple Company has maintained its expansion and success as its products pioneered education sector as business strategy (Bower & Christensen, 1995). The field of education provided Apple Company with large customers who are very reliable and loyal around the world. This was realized when the CEO Steven Job signed agreement Jim Baroux of (LCSI) Logo Computer System which was aimed at donating Apple II in all schools in Texas (Bower & Christensen, 1995). The strategy of donating one Apple computer to each school resulted into the purchase of about 30 more Apple computers to support the technology in learning (Bower & Christensen, 1995). Through this, the Apple Company did well in the sector of education even in the families as many parents were interested in supporting the education of their children via technology.

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Technology used and Products/Services and Value proposition Apple Company deals with products such as commercial servers, consumer electronics and computer software. Apple is an exemplary in itself in terms of technological advancement as it identifies issues both efficiently and effectively (Bower & Christensen, 1995). In the field of smart phone, iPhone is the leading technology as it has the best touch screen system as compared to other models from other companies (Bower & Christensen, 1995). Apple uses its own operating system like iOS in their products for instance the operating system is used in Mac OS X and iPhone, OS X which is one of the world most advanced operating system. The Company is based in California, Cupertino and its products are found in more than 50 countries in the world (Kaplan & Norton, 1995). Through the invention of Apple iPhones, the production rate in the company has increased every year hence marketing its products.

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It is a multinational company with their main markets in Japan, USA, Germany, Canada, France, UK and Spain (Linzmayer, 2004).  Though it’s one of the leading companies, it still faces a number of competitions from other companies which produce similar products like Microsoft which sells software to some computer products which are very cheap as Apple focuses on rich products. Dell and IBM also offer stiff competition as their products are durable and have the best reputation in manufacturing of computers (Kaplan & Norton, 1995). Also through selling its products to institutions like schools and universities, it creates early exposure hence attracting more customers to their products. The organization takes humble time to bring to the market products that are admirable to the customers. It considers the taste of customers hence bringing to market products which are easy to use and robust which later make customers to buy more products from the company even in future.

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Apple Company has always maintained consistency in its products as the products have the same fundamental architecture (Linzmayer, 2004).  This makes regular customers more informed of the products from the Apple Company. From this, the Apple company focuses on the customer profiles which do not overlap due to different reasons hence the company invest much in products which are appealing to these diversified customer segments (Lazonick et al, 2013). By exploring the value proposition, Apple Company started by donating its products to schools and universities with target of reaching out more diversified customers. Today Apple Company sells all its products worldwide to both business customers and individual customers. Niche Market Customer Segment and Strategy maps It refers to a customer segment which has very defined features and specific needs. It requires highly engineered rich products which are made to fit the needs of the customers (Wang, et al, 2012).

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All the demographic characteristics are researched and evaluated. Different customers are indicated below with their personas such as behaviors, preferences and demographics. John. Anne 3. Philip Journey Maps 1. Also, almost 50% of iPhone buyers are regular clients who are changing to the new version. Differentiate The success of Apple Company is determined by two specifics of buyers who make purchases frequently. It has long-term customers which are believed to offer great value because of their behavior of buying frequently. On the other hand, there are other clients who are anticipated concerning the company success in the long run. The first group of its clients is the ones that add a lot of value such as male people who spent more on its products. Customer A interview (John, 27 years, employee) • Do you know Apple Company? • YES • Where did you first know it? • ON FACEBOOK • What do you like about Apple products? • PHONES DO NOT HANG • Which product do you use? • iPhone 7 plus • Where did you buy it from? • Apple dealer • Have you ever encountered any challenge with it? • No • Were you helped in our care center? • I haven’t had a problem to go Customer B Interview (Jack, a student of UQ) • Do you know Apple Company? • YES • Where did you first know it? • On twitter • What do you like about Apple products? • Fast operating system • Which product do you use? • Apple iPhone 5s • Where did you buy it from? • Apple dealer • Have you ever encountered any challenge with it? • Yes, its battery got hot • Were you helped in our care center? • Yes was resolved Customer C Interview (Cate, Nurse, Victoria Point Hospital, 38 years) • Do you know Apple Company? • YES • Where did you first know it? • On internet ad • What do you like about Apple products? • Global brand • Which product do you use? • iPhone 8 Red • Where did you buy it from? • Apple website shipping • Have you ever encountered any challenge with it? • No • Were you helped in our care center? • No problem yet Customer Survey Customer Survey 1 Name- Gurvinder • Do you use any Apple product? • Yes • Please specify • iPhone 7 plus • Why do you love our products? • Retail outlets availability • Please specify desired features in the phone? • Thin sim input • Have you encountered any product challenge? • No • Share your experience with our customer care • Nice products will tell my friends to buy more • Give suggestions on how you desire to be served • In few minutes • On what scale can you recommend someone to buy Apple products? • 9/10 Customer survey 2 Name- Anthony • Do you use any Apple product? • Yes • Please specify • iPhone 7 plus • Why do you love our products? • Available in dealer shops • Please specify desired features in the phone? • Thin • Have you encountered any product challenge? • No • Share your experience with our customer care • Nice products I love them • Give suggestions on how you desire to be served • More listening time • On what scale can you recommend someone to buy Apple products? • 9/10 Customer Survey 3 Name- Sukh • Do you use any Apple product? • Yes • Please specify • iPhone x • Why do you love our products? • Fast operating system • Please specify desired features in the phone? • Fast OS • Have you encountered any product challenge? • Yes • Share your experience with our customer care • Poor radio frequency • Give suggestions on how you desire to be served • Improve on radio frequencies • On what scale can you recommend someone to buy Apple products? • 6/10 CEM Competitor Analysis It is an analysis that outlines its competitors by stating their CEM market rate and reasons that account to such rates.

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Current State of Customer Experience with Apple Products /Moments of Truth Apple has been in the frontline in terms of customer experience with its products. High quality products from the Apple Company has led to its success for instance the use of iPhones which has more customer interface due to its ease to use. Customers also have much confidence as they see products from the company as high-tech, fresh and cool (Wang, et al, 2012). Apple has innovated cult-like as many customers travel from very far places when the company launches new product. As some companies focus on evaluating SWOT analysis of the products they produce, Apple also do the same and also does the analysis of the products of its competitors to enable the company have clear idea concerning it competitors.

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This in turn has really paid to the company especially during the release of its new products to the market. It has enabled the company to produce products which are very unique and reflect a lot of innovativeness. For instance in the past, mobile phones were so bulky, Apple company came up with thinner, sleeker and lighter mobile phones. Most companies would study the market before manufacturing the product as opposed to Apple Company which first develops the product and then looking the market for the product. Customer experience has been enhanced through the distribution channels which are tremendously expanding every day. Currently Apple store retails are almost in all major cities in the whole world. It has also signed partnership with very popular telecommunication industries in various countries within the world to facilitate marketing of its products to all people.

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Since customers are allowed to air their views concerning the products, Apple Company is able to upgrade on their areas of weakness hence enhancing its experience, relationship and propositions with the customers. Quality products that satisfy the customers’ specific needs have been the touch point over the years. The interaction helps the customers to identify best products that will meet their expectations. The last touch point is referred as checkout. Apple Company does not encourage queuing by its customers as they wait for checkout clerk compared to its competitors. Instead, the company uses a representative with a mobile card to easily process payments, saving time for the clients. References Bower, J. H. Tajuddin, S. A. Branding of Indigenous Laptop: A Guide for Technology Branding. Kaplan, R. No. pp. Elsevier. Linzmayer, O.

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W. edu/viewdoc/download?doi=10. rep=rep1&type=pdf Wang, J. Hsu, J. Zhou, B. Yan, R.

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