Nike’s CRM Essay

Nike manufactures shoes overly athletic clothing much(prenominal) as shorts, shirts, jackets and on a lower floor armors wristbands, bag packs, jerseys and socks are also sold by Nike (Rao, 2012). The Nike slogan, Just Do It, have placed its punctuate in the mind of consumers, finished the recognition of its outputs and promotional tools exercisingd ecumenical (Rao, 2012).Customer Relationship Management (CRM) is focusing on meaningful, long precondition relationships and not immediate profit with the clients (2010, p.202). According to the research, in 2012, Nike launched a forward-looking business division called Nike Digital sport (NDS). The objective of NDS was designing to go up technologies that allow the users to track their personal performance while Nike collected and stored selective education relating to customer needs. Because of NDS, Nike has been able to communicate more effectively with customers about their needs. Nike also has its own social networking se rvice called Nike+ (Rao, 2012). This social networking service focuses on building social networks and relationships among people and communities. Nike has built relationships between the company and customer by under sustaining the customers needs and preferences.CRM programs implemented by Nike are mainly operational and strategic. For example, Nike Fuel enables customers to record their progress through the use of Nike Plus devices. These devices are designed to update customers on the current Nike sports trends and insights, and allow them to communicate with Nike. Another CRM program implement by Nike is Nike + pertain apps. It is a free app developed by Nike that uploads customers Nike+ entropy from plus devices to their accounts. Nike also created a Nike+ running app that enables customers to share their experience on social media sites such as Twitter and Facebook.According to the research, Nike reaches over millions of fans any day in an interactive dialogue, rather tha n having to rely on heavy(p) sponsored events to reach this number (Stokes, 2012). The massive volumes of freely shared user data produce meaningful brand insights, lead to product innovations, and allow the brand to get closer to consumers. Effective CRM has enabled Nike to collaborate with customers, drive business processes, maximize Return on Investment (ROI) and support brand development (Stokes, 2012).Nike promises to stand behind all of the companys products for both consumer and retail accounts (Nike, 2014). Nikes web site enables its customers to use the search function to search for discipline related to Nikes customer service policies. The answers are provided by the use of intelligent automates response technology. The website also provides customers with answers of Frequently Asked Question (FAQ). Through the carrying into action of this program, Nike is able to have an open communication line with and a infract understanding of customers.Customer facing process re sults in a product or service that is received by an organizations remote customer (Stokes, 2012). In 2010, Nike created a division called Nike Digital Sport (DS). DS provides skilled resources, budget, and coordination across the enterprise (Cendrowski, 2012). Nikes goal was to create a combined consumer experience that shapes responds to the evolving preferences of consumers (Cendrowski, 2012). Nike DS leads most customer-facing digital projects, releasing products under the Nike Plus brand. Personnel, designers and a team of marketers work together to develop impudent digital innovations. Together, they work to find new ways to mine wide amounts of naughtyly accurate customer data, which is a key strategic addition for marketing and product development in the highly competitive digital space. Nike plans, in the future, to become ever-closer to each of its customers around the world.I think in the future, Nike should considering incorporating a link similar to zapdata.com to t he Nike web site. Customers stick out click on the link and contact Nike in real time via text-chat software hosted by a second party such as a digest person. Customers can click on a text-chat button and thesite launches a new window and have questions answered by a live representative. Customers can continue to browse Nike while a support representative answers their question(s). If afterwards asking the question a customer is still having difficulty determination the information, the representative from Nike online can simply send the page to the customer with the information that he or she was seeking for. This might impose a high cost to Nike starting out, but the increase in sales volition quickly cover the expenses and further enhance the companys customer support and satisfaction.Reference1. Cendrowski, S. (2012). Nikes new marketing mojo. Fortune Magazine. Retrieved on June 17, 2014 from http//fortune.com/2012/02/13/nikes-new-marketing-mojo/2. Naveed, H. (2012). Nike, Inc. Website Analysis. Website Analysis. Retrieved on June 16, 2014 fromhttps//sites.google.com/a/email.vccs.edu/bus100hnaveed/home/website-analysis.3. Nesbitt, S. (2011). Measuring the ROI of complaisant CRM. Social Technology Review.Retrieved on June 17, 2014 fromhttp//www.socialtechnologyreview.com/articles/measuring-roi-social-crm4. NIKE, INC. (2014). Business Overview. Nike Global Growth Strategy. Retrieved on June 17, 2014 from http//nikeinc.com/ discussion/nike-inc-introduces-2015-global-growth-strategywww.nikeresponsibility.com/report/content/chapter/business-overview5. Rao, A.S. (2012). Digital Marketing at Nike From Communication to Dialogue. IBS sharpen for Management Research. PDF Document.