Apple CRM Case Study: Secrets Behind Apple’s Prodigious Growth

Those golden words by Steve Jobs sum up the secret of Apple CRM unprecedented growth over the years. Apple’s vision was clear from day one – “to make the best products on earth.” They aren’t in the business of making products but creating experiences through their products.

A recent survey by SellCell reveals that brand loyalty for Apple is at a whopping 92%. This means that up to 92% of Apple customers will keep patronizing the company’s products. From the survey, it is evident that Apple’s customer relationship management software is efficient and effective.

How did Apple get here? What’s their secret sauce to retaining their customers? What are they doing differently? Sit tight as we explore the Apple CRM case study.

Thanks to Apple’s CRM strategies, they’ve become the most-loved brand in the world.

In this article, we’ll present the tech giant’s top CRM strategies that are instrumental to its phenomenal growth. Without further ado, let’s dive in.

Apple CRM Case Study: Top 4 Ways Apple Use CRM

• Apple Customer-Centric Store Outlets

For Apple, everything is about delighting the customers. The extraordinary concept of their stores is the most precise expression of their passion for customers. This has morphed their stores into a place of connection and bonding with other Apple lovers.

Apple stores follow a rather unusual way of selling tech products. Instead of displaying the products with price tags, the devices are powered on for customers to enjoy. Not only that but they’re also filled with fun applications and games for users to play around with.

Tech-savvy employees are there to help customers with tech challenges. Also, when users get the products, they have dedicated staff that exposes them to the product’s main features. All these contribute towards strengthening Apple’s customer relationship management.

• Understand Customer Needs

There are (3) three guiding principles of Apple’s marketing and branding, which are:

1. Empathy — We will truly understand their [customer] needs better than any other company.
2. Focus — To do an excellent job of what we decide to do, we must eliminate all of the unimportant opportunities.
3. Impute — People DO judge a book by its cover. We may have the best product, the highest quality, the most helpful software, etc.; if we haphazardly present them, they will be perceived as slipshod; if we present them in a creative, professional manner, we will attribute the desired qualities.

Apple’s understanding of its customer base is unparalleled. Many other companies try to replicate Apple’s success in CRM but don’t get as many results. The tech giant walks the talk, and their outcome is a testament to their endurance.

Whenever they launch a new device or technology, you’ll see lots of people queening both online and offline to buy. Because the technology resonates with their needs, it’s like it was handmade for their particular needs.

They ensure that they wow their customers from every angle. Apple CRM focuses entirely on the customers and nothing else. In 2020, they spent a record $18.5 billion on research and development – which aims at anticipating and understanding customer needs.

• Apple ID

Apple’s CRM strategy revolves around its Apple ID. When you buy a new iPhone, you’ll be prompted to create an Apple ID which gives you a unique identity for accessing your device. You can use the ID on other Apple devices and platforms without having to make another one.

Now here’s where it gets interesting. The tech giant uses your ID to record your sale and recommend other products to you. They’ll also suggest handpicked TV shows, music, content, and games that align with your personal information. This further delights the user and makes them enjoy the product.

With an Apple ID, users can find their devices, personal items, friends and families, Mac, AirPods, and Apple Watch on iCloud. It gives users the ability to search for and recover their stolen items quickly. At the end of the day, Apple customers feel safe knowing that the brand is always there to help.

• Irresistible branding that works

Apple’s iconic branding strategy is focused on emotions. They make customers see beyond the product’s pricing into the aesthetics and benefits. The “shot of iPhone” campaigns depict their emphasis on product benefits. No other company does it better.

By maintaining an aura of exclusivity, iPhones are perceived as a symbol of status. Of course, it is not a coincidence. Apple achieved that by owning its ecosystem and entire production line. And that which they can’t own, they’ll acquire. In 2021, BusinessStandard reported that Apple bought over 100 companies in the last six years.

Apple commercials usually reflect emotions like lifestyle, imagination, liberty regained, innovation, hope, aspirations, and power-to-the-people. The culmination of these powerful emotions is the bedrock of Apple’s branding success.

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