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Nike Inc Customer Relationship Management Case Study

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Customer Relationship Management: a case study of Nike Inc.
Nike Inc. is a multinational corporation based in America which deals with the design,
development, and manufacture and selling of mainly sporting footwear, equipment,
accessories, and apparel. The company also provides related services to its global consumers.
Customer relationship management is a collection of specific guidelines, principles, and
practices which organizations adhere to while interacting with their customers. (Ramaswamy,
2008).These principles serve to enhance the customer's overall experience. Customer
relationship management (CRM) often involves technology, customer communication, pricing
strategy, and levels of service. In this article, we shall analyze how its customer relationship
management approaches in a bid to relate in better ways with its current and potential
customers.
Nike plc. It has established itself as a global sports brand such that today when one
thinks of a sports apparel, it's the first brand that comes to mind. The company has managed to
innovate products that have sold highly globally. According to Forbes, the company raked in
$10 billion in 2018 in direct sales, making it the most profitable sports entity globally. (Winer,
2001). The deals are expected to soar up to $16 billion in 2020. The company has millions of
customers, or rather fanatics, judging how they adore its products. But the question begs, why
is the company so successful in its prospects in comparison to its competitors? The answer lies
in the company’s structure and strategy; its customer experience is unmatched. The success
story of Nike Inc. is derived from the classical marketing strategies that place value for the
customer ahead of anything else.
Nike Plc. has modeled itself as a highly ambitious company when it comes to customer
relationships and management. The company aimed at creating its community or lifestyle even
as it met the customers' satisfaction. Nike Plc. has also identified itself with sports icons like
Michael Jordan, Kobe Bryant, and Lionel Messi and even came up with products explicitly

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styled for the athletes to assist them in getting better and reaching higher levels in their area of
specialization.
CRM programs at Nike Plc.
Nike Plc. has established programs such as Nike fuel and Nike plus through which the
company can collect and keep precious customer information, which gives the company ideas
on how to meet the needs of its many coveted customers. (Winer, 2001). These programs can
also inform the company about the current trends in the fashion world, which guides the
company to innovate new products based on further information. Another innovation is Nike's
fuel band, which is worn by a person while to record and store information such as the heart
rate, distance walked, and the frequency of intense activity such as exercise. Using data
acquired from these innovations, the company can create customized consumer profiles that
are important in designing products that suit the customer's style and preference. Secondly,
using these programs, the company has been able to connect emotionally with its customers.
Besides, the company has also established a strong presence on social media on sites such as
Twitter, YouTube, Facebook, Instagram, and Nike plus. The latter platform is the company's
social network, where it can acquire views and reviews from the customers directly, get
insights, answer questions from the members, and monitor the regular debates on the platform.
Customer Service Policies
When it comes to Nike's customer service policy, the company has been able to design
its digital platform systems. On the company's official website, there is a provision for labeled
GET HELP upon which striking the option leads one to further specific interests such as order
status, shipping, returns, and support. (Ramaswamy, 2008)The GET HELP provision also
allows the customers to directly get assistance from the company's employees through the
phone by calling or online via chat. Furthermore, the company website has a user-friendly web
navigation system that allows the customers to go through it seamlessly hence avoiding

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Customer Relationship Management: a case study of Nike Inc. Nike Inc. is a multinational corporation based in America which deals with the design, development, and manufacture and selling of mainly sporting footwear, equipment, accessories, and apparel. The company also provides related services to its global consumers. Customer relationship management is a collection of specific guidelines, principles, and practices which organizations adhere to while interacting with their customers. (Ramaswamy, 2008).These principles serve to enhance the customer's overall experience. Customer relationship management (CRM) often involves technology, customer communication, pricing strategy, and levels of service. In this article, we shall analyze how its customer relationship management approaches in a bid to relate in better ways with its current and potential customers. Nike plc. It has established itself as a global sports brand such that today when one thinks of a sports apparel, it's the first brand that comes to mind. The company has managed to innovate products that have sold highly globally. According to Forbes, the company raked in $10 billion in 2018 in direct sales, making it the most profitable sports entity globally. (Winer, 2001). The deals are expected to soar up to $16 billion in 2020. The company has millions of customers, or rather fanatics, judging how they adore its products. But the question begs, why is the company so successful in its prospects in comparison to its c ...
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