Apple’s After-Sales Service Essay
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Apple call center: Apple call center has 20000 telephones, is the world’s largest call center, the incoming calls are more than 1800000 every day and the numbers are increasing. It can be seen Apple’s after-sales service is also one of his strengths Customer Loyalty
At a very general level, loyalty is something that consumers may exhibit to brands, services, stores, product categories, and activities. There are two advantages of customer loyalty programs. One is to increase sales revenues by raising purchase levels, and increasing the range of products bought from the supplier.
The other is more defensive –– by building a closer bond between the brand and current customers it is hoped to maintain the current customer base.
While loyalty programs can have many other peripheral goals – such as furthering cross-selling, creating databases, aiding trade relations, assisting brand PR（public relations）, establishing alliances, etc. Apple is a fantastic example of leveraging customer loyalty pillars, but the most important takeaway is that it is relevant to their customers.
They know who their customers are, what they want and how to make them feel like Apple understands them. You can’t just try to mimic Apple- you need to know what pillars are important to your own customers in order to generate loyalty.
Speaking of apple’s brand image, I must mention Steve Jobs. Steve Jobs is a very important person for Apple and for all the stock holders as it means billions in stock price for them Shareholder requests for more CSR（Corporation Social Responsibility）Apple goes green Corporate adaptability. Although he died, but people still worship him. Apple has a strong brand image, which enables it to command a premium price for its products and gives it an edge over regional as well as global competitors. The Apple brand is well recognized amongst most consumers. Apple’s products enjoy a high level of brand awareness and brand recognition throughout all its markets.
Moreover, the company’s brand ranking, as per Interbrand, has been improving in recent years. Apple’s brand value jumped 84 percent to $153.3 billion in 2011, mostly due to the iPad’s wild popularity and the iPhone’s continued growth. Apple leverages its brand image to differentiate its product offering and drive sales. The company’s strong brand enables it to command a premium pricing and create significant demand for its products such as iMac, iPod, iPhone and iPad. For instance, the company sold 300,000 iPads on the first day of its launch in the US in April 2010. Strong brand image gives the company an edge over regional competitors and other global competitors such as Sony.