CRM case Study

CASE SITUATION:

Nike+ is not just about gadgets and websites, it's an engagement platform.

With Nike+, runners can look at their route on Google maps, listen and share music among many other marathon running advantages!

Essentially Nike are discovering how the company can engage different runners in deep relationships and even how they can help create relationships between runners. The relationships and all the experiences facilitated partly by this platform are all 'sticking' to the brand. As a CRM consultant, please help Nike with recommendations to improve their customer relationship management platform, considering the most recent digital innovations that Nike has implemented.

Case Questions:

1.Clearly Nike has improved it's product line with supplemental online digital services via introducing Nike+ and partnering with Apple. However, the partnership strategy for Nike, must continue. With that being said, who or what must Nike partner with over the next 12 months and why to keep building on customer experience? What types of new experiences for runners is Nike now providing or will want to provide in the future? How what metrics might a Nike CRM system use to track if runners are having a positive customer experience? How will this help Nike achieve a competitive advantage with regards to Nike's supply chain and marketing initiatives? 10 marks

2.Nike has also clearly listened to their customers and has conducted extensive market research. Ultimately, Nike needs to determine, which data is "useful" for the company to segment their customer and continue to build customer relationships going forward. What would recommend is useful data (information) for Nike to retrieve(specifically, considering the industry and products offered) to meet the three main (and most important) initiatives to achieve from a CRM standpoint (sales, support, marketing)? 15 marks

3.That all to be said, from question #2, Nike's product line is a very straight-forward shoe and sports clothing line. The company realizes however, that they must expand their product line to continue to grow and to continue to be competitive in the marketplace. What do you recommend Nike's product line expand to next? Why and how can that help the company with regards to its CRM initiatives? How will this help create value? (10 marks)

4.Nike has a long history of creating extensive brand awareness and building customer relationships via its superior advertising campaigns (celebrity endorsement, TV, etc), almost from the beginning of the company's existence. Albeit, endorsements and TV advertising is still very much active and effective, but also, how can Nike continue to build business relationships leveraging digital marketing and/or Social Media for the business to continue to grow? How might this be linked to a CRM system?