Essay Sample on Apple Inc. Customer Analysis

Introduction

External customers refer to the people that business deals with either face-to-face or over the phone or through middlemen (Leland & Bailey, 2011). They are the final consumers of an organization's products. On the other hand, internal customers are the people who work inside the company or in partnership with the organization and relies on the organization for service, information and products for the effective performance of their duties (Leland & Bailey, 2011). Apple Inc.'s external customers identified were: iPhone customers, software customers, Apple TV customers, Apple Smartwatch customers, Apple Mac Customers. A customer analysis involves analyzing the current state of the products and services offered to the customers against their expectations and then ranking the level of satisfaction of customers.

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The main issue came from Apple iPhone customers, whose main concern was that the iPhone X series had some charging defects such that several customers reported the phone not charging when connected or some not charging unless the screen is on display (BBC, 2018). In this case, the customer satisfaction of the iPhone X series was 7 on a scale of 10. Software customers' main need is the presence of strong and responsive customer service to help deal with any technical difficulties that users may face. Apple has met this need, thereby having 10 scores for customer satisfaction. Apple TV customers main need is to have a TV app that enables users to browse contents from several video services without switching from one app to the other. The customer satisfaction is also 9/10. SmartWatch Customers require a watch with so many features and functionalities. Apple meets all these demands; hence a satisfaction ranks of 10/10. Mac Book Customers require products that are slim, high speed and excellent features and functionality. The organization exceeds this expectation, hence a score of 10/10.

Internal Customers for Apple identified are the software engineering team, worldwide marketing team, communication team, board of directors and retail team. The software engineering team's main concern is the need for creativity and freedom to engage in thorough R&D. Apple has over the past granted the team this demand, hence a satisfaction level of 10/10. The Worldwide Marketing Team requires effective marketing strategy headed by effective leadership, together with reinvention and consistent product improvements (Apple Inc. 2018). Apple has ensured such demands are met, hence a scale of 10/10. Communications Team also demands the organization to establish sophisticated communication tools that enable easy and timely information sharing, which the organization has met with the help of its Software engineering team, hence satisfaction of 10/10. Board of directors requires the organization to have efficient management of the organization and the compliance with the Corporation's articles of incorporation, bylaws, and the charters of the committees of the Board (). This demand has been met as indicated in the compliance form, hence a satisfaction of 9/10. Finally, the retail team requires current technology to be utilized in the customer relationship management to help in further establishing strong ties with the external customers. This has also been met by Apple Inc., hence a score of 10/10.

References

Apple Inc. (2019). Executive Profiles. Retrieved from https://www.apple.com/ke/leadership/BBC. (2018). Apple silent amid iPhone 'chargegate' complaints. BBC News. Retrieved from https://www.bbc.com/news/technology-45707211

Leland, K., & Bailey, K. (2011). Customer Service for Dummies. Hoboken: John Wiley & Sons, Inc.