• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

sales and customer service within Apple

Extracts from this document...


Sales & Customer Service within Apple Introduction Internet purchasing has become more and more popular over the past 5 years from books and music to clothes and technology. Last year, goods worth �19.2bn were sold through the Internet in Britain, an increase of 34% compared to the previous year and up from �800m in 2000 (Seager, 2006). This increase in Internet interest has provided a need to offer additional customer-related services online, and advances in technology have enabled companies to enhance their customer services with vast improvements in technology. Excellent customer service defined by ACA Group ' is the ability of an organisation to constantly and consistently exceed the customer's expectations" (Ward, 2006). Customer satisfaction can be classified into two dimensions, the basic benefits of the product i.e. hygiene factors and additional services, including support services such as customer assistance. These help companies to differentiate their products from their competitors and to achieve customer loyalty. Customer services may be introduced in any phase of the customer's buying process. How do customers buy from the business? Apple operate a Business to consumer model and it is vital that they target their customers effectively and meet their needs. It is thought that the more digital products or services are, the more relevant the Internet will be for their delivery (Levenburg, 006) ...read more.


What information and facilities are provided to support selling and customer service? According to a survey released in August 2000 by the Gartner Group, even the popular e-retailers fail to provide high-quality online customer service. Of the top consumer e-retail sites, Gartner did not rate a single one 'good' or 'excellent for online customer service (Oz, 2002). This is due to retailers not using technology to their best advantage for providing the latest means of customer service such as helping customers make purchasing decisions, receive prompt answers to their questions and obtaining satisfactory help both with the service and the products they purchase (Oz, 2002). There are various facilities to support customers in purchasing the Apple products. The main way of purchasing the Apple products is via the Internet, and there are systems in place to ease this process for the consumer, such as clear visible links to each stage of the purchasing process. In order to increase customer focus and thereby enhance customer service, a company has to know more about their customers and their needs, and be able to act on that information (Looy et al, 2003). Apple is able to achieve this by keeping records of their customer's purchases and provide a feedback area to determine whether customers are fully satisfied (Apple, 2006) ...read more.


Once they have registered they can sign in easily with their unique username and password each time they access the site. This password protects customers from unauthorised people purchasing items using their bank details. By registering their details onto the site, as well as being able to purchase products easily, Apple can determine what their needs are and inform them via e-mail or text about new products and discounts which they would be interested in. Recommendations Apple are an extremely successful company both from retail sales and online sales. However, with the growing demand for high quality customer service online Apple must implement the necessary system whereby their customers needs are satisfied. They offer luxury products and their customer service should match this. Although there are measures already in place, Apple need to create a more personal service whereby, the customer feels cared for. I feel that it would be beneficial to Apple to implement a service such as the one on the American Express website where, customers can be automatically connected to a phone line with a click of a button to speak to an advisor. I feel the area in need of improvement is the customer integration stage, they could improve this by creating a forum where customers can leave feedback on their experiences with Apple and offer advice to potential consumers. If other customers have been satisfied with the services then other customers would be more inclined to purchase online. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level ICT in Business section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level ICT in Business essays

  1. Marked by a teacher

    business online

    4 star(s)

    a different approach Act local - local customers, local cultures, local supply chains and local regulations requires different attention to offer to customers and delivery by local staff Keep focus - to be the leading local brand is a long term effort, this takes decades Be multi-format - no single

  2. A construction firm, Tyne Construction Ltd, wishes to benefit from the e-business but needs ...

    Auction, items wanted, job vacancies Information Regarding Site Internet Site www.construction.com www.electricsmarts.com www.arabuild.com Is it user friendly (is the site set out well? Is it easy to see what option you require?) No- headings and icons are not visually clear; some writing does not stand out from background.

  1. Working in retail travel

    The quality of the holidays and services provided by ABTA companies is crucial to the reputation of the industry - ABTA tour operators and travel agents are responsible for the sale of the vast majority of package holidays. When you send a complaint to ABTA: * They need to see all the documentation.

  2. Business Report on Manchester Airport PLC.

    it is rectified quickly thus ensuring the customer leaves with a positive impression of the Airport. This equates to the satisfaction circle: satisfied employees are happy staff who give good customer service, resulting in happy customers, which is good for business and results in a happy, satisfied management who treat their staff well!

  1. Richer Sounds Customer Service

    the news about the company not being trustworthy, and this also could lead to a business, going out of business.! Gaining customer loyalty- Loyal customers are always welcome. They are the type of customers who may be willing to pay a bit extra for good service and are willing to

  2. customer service with in Sainsbury

    think the seats are not safe enough then they could give ideas of improving to the customer service, and from there Sainsbury will find ways to improve it if its possible. Blind people There should be someone with that person to help then to get the shopping done by looking at the shopping list.

  1. Business Online

    3 "Tesco.com' on the other hand has accelerated their profit margins at much faster pace as their profits have increased from '�995 million pounds in 2000 when Tesco.com was initially launched to �1401 million pounds in 200"'. 4 Increase Market Share - Market Share is the term given to the

  2. E-commerce case study - Online Music Bussiness.

    This data then may be used for criminal activities. There are instances of criminals operating in other countries, attacking business systems remotely and stealing trade secrets. Customers may lose money through fraud or identity theft. Information may also be altered and systems may be shut effecting services like banking to the general public.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work