Apple CHM Case Study Apple has been using CHM in their customer service departments for nearly a decade. This has ranged from sending a seri of emails to customers who have used their instore services to focus on assessing the feelings of the customers when they are talking to Apple staff. Within their retail departments, Apple will generally focus on ensuring that customers have an experience, rather than simply making a purchase. The purpose of using CHM in their retail base is to encourage a long-tenn relationship between Apple and their clients. Part of retaining that relationship involves enhancing customer experience. Rather than concentrating on making customers buy their products, they instead focus on teaching customers to love and appreciate the benets of having an iPhone or iPad. This is a central point of the Apple strategy. There are several different strands of using CHM within the Apple infrastructure. The primary purpose of CHM is data collection, which occurs whenever a customer makes a purchase, uses software such as mines, or registers their product using their Apple ID. The information gathered is used to help in direcy targeting potential customers. However, Apple has not only used CHM for their own purposes; they have also developed a CHM tool for their customers. The tool is entirely cloudbased, which means that there is a pyramid effect of businesses beneting from CHM data collection that Apple can also use. By far, the most important focus of CRM is improving the customer service experience for new and existing customers. The Apple Genius process is part of the ted": support, which focuses on allowing customers to meet facetoface with technicians and discuss problems and solutionsthoroughly. CHM helps to manage the effect of this facetoface contact and enhance brand awareness when focusing on CHMbased advertising and targeted emails in the future. By using CHM so extensively in their retail structure, Apple has effectively produced a lifestyle experience rather than simply a purchase. Apple is a multinational company that has had success in many different elds and needs a CHM system that can help them to reach customers on a facetoface level. Small businesses can also benefit from this type of interpersonal CHM. 1. 4. There is a possibility of security breach with the way Apple utilizes CHM technology. How will you handle such an incident, and what are the actions you will take to prevent it? How can Apple utilize CRM in other departments other than customer service? Aside from the abovemenljoned CRl'v'l features, what are the future trends in CRM that Apple should focus on? How will you convince small businesses to use CRM solutions