Apple and customer relationships

In chapter 12 of Real Time Marketing & PR by David Meerman Scott, Scott says, “In every industry there is opportunity to do for customers in real time what now takes a long time.”

I believe that this is very applicable to Apple computers and the smartphone industry. Apple is always leading the way in smartphone technologies, and they also know how to reach their customers in real time.

Apple is constantly updating their smartphone models and physically making things quicker for their customers. They are feeding a society that is hungry for faster and faster information.

Apple is also well-versed in Scott’s methods of customer engagement discussed in chapter 10. As an Apple customer, I am constantly receiving emails that are advertising new products and updates. The emails are friendly, simple and easy to read; they also make it easy to get to the Apple online store from the emails, which is just smart marketing.

While other companies that I buy frequently from, such as Subway and Dick’s Sporting Goods, also do well with promotional emails, I feel that Apple is the most consistent and intelligent with theirs.

Not only are Apple’s emails smart from a marketing standpoint, but also from a customer relations standpoint. They help continue the relationship between the customers and Apple with friendly, personal interaction.

Even though I have not signed up for Apple’s SMS text message updates, I still constantly feel in-touch with Apple because of their personal, smart emails. I have not bought an Apple phone in almost two years, but I still feel connected- that is remarkable marketing by Apple.