Nike’s CRM Essay

Nike industries places besides athletic vesture such as trunkss. shirts. jackets and under armours ; wristbands. bag battalions. New Jerseies and socks are besides sold by Nike ( Rao. 2012 ) . The Nike motto. Merely Do It. hold placed it’s trade name in the head of consumers. through the acknowledgment of it’s merchandises and promotional tools used worldwide ( Rao. 2012 ) .

Customer Relationship Management ( CRM ) is concentrating on meaningful. long term relationships and non immediate net income with the clients ( 2010. p. 202 ) . Harmonizing to the research. in 2012. Nike launched a new concern division called Nike Digital athletics ( NDS ) . The aim of NDS was planing to develop engineerings that allow the users to track their personal public presentation while Nike collected and stored informations associating to client demands. Because of NDS. Nike has been able to pass on more efficaciously with clients about their demands. Nike besides has it’s ain societal networking service called Nike+ ( Rao. 2012 ) . This societal networking service focuses on constructing societal webs and relationships among people and communities. Nike has built relationships between the company and client by understanding the customer’s demands and penchants.

CRM plans implemented by Nike are chiefly operational and strategic. For illustration. Nike Fuel enables clients to enter their advancement through the usage of Nike Plus devices. These devices are designed to update clients on the latest Nike athleticss tendencies and penetrations. and let them to pass on with Nike. Another CRM plan implement by Nike is Nike + Connect apps. It is a free app developed by Nike that uploads customer’s Nike+ information from plus devices to their histories. Nike besides created a Nike+ running app that enables clients to portion their experience on societal media sites such as Twitter and Facebook.

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Harmonizing to the research. Nike reaches over 1000000s of fans every twenty-four hours in an synergistic duologue. instead than holding to trust on large sponsored events to make this figure ( Stokes. 2012 ) . The monolithic volumes of freely shared user informations produce meaningful trade name penetrations. lead to merchandise inventions. and let the trade name to acquire closer to consumers. Effective CRM has enabled Nike to join forces with clients. thrust concern procedures. maximise Return on Investment ( ROI ) and support trade name development ( Stokes. 2012 ) .

Nike promises to stand behind all of the company’s merchandises for both consumer and retail histories ( Nike. 2014 ) . Nike’s web site enables its clients to utilize the hunt map to seek for information related to Nike’s client service policies. The replies are provided by the usage of intelligent automates response engineering. The web site besides provides clients with replies of Frequently Asked Question ( FAQ ) . Through the execution of this plan. Nike is able to hold an unfastened communicating line with and a better apprehension of clients.

Customer confronting procedure consequences in a merchandise or service that is received by an organization’s external client ( Stokes. 2012 ) . In 2010. Nike created a division called Nike Digital Sport ( DS ) . DS provides skilled resources. budget. and coordination across the endeavor ( Cendrowski. 2012 ) . Nike’s end was to make a combined consumer experience that shapes responds to the germinating penchants of consumers ( Cendrowski. 2012 ) . Nike DS leads most customer-facing digital undertakings. let go ofing merchandises under the Nike Plus trade name. Personnel. interior decorators and a squad of sellers work together to develop new digital inventions. Together. they work to happen new ways to mine big sums of extremely accurate client informations. which is a cardinal strategic plus for selling and merchandise development in the extremely competitory digital infinite. Nike programs. in the hereafter. to go ever-closer to each of its clients around the universe.

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I think in the hereafter. Nike should sing integrating a nexus similar to zapdata. com to the Nike web site. Customers can snap on the nexus and contact Nike in existent clip via text-chat package hosted by a 2nd party such as a unrecorded individual. Customers can snap on a text-chat button and the site launches a new window and have inquiries answered by a unrecorded representative. Customers can go on to shop Nike while a support representative replies their inquiry ( s ) . If after inquiring the inquiry a client is still holding trouble happening the information. the representative from Nike online can merely direct the page to the client with the information that he or she was seeking for. This might enforce a high cost to Nike get downing out. but the addition in gross revenues will rapidly cover the disbursals and farther enhance the company’s client support and satisfaction.


1. Cendrowski. S. ( 2012 ) . Nike’s new selling mojo. Fortune Magazine. Retrieved on June 17. 2014 from: hypertext transfer protocol: //fortune. com/2012/02/13/nikes-new-marketing-mojo/

2. Naveed. H. ( 2012 ) . Nike. Inc. Website Analysis. Website Analysis. Retrieved on June 16. 2014 from: hypertext transfer protocol: //sites. Google. com/a/email. vccs. edu/bus100hnaveed/home/website-analysis.

3. Nesbitt. S. ( 2011 ) . Measuring the ROI of Social CRM. Social Technology Review. Retrieved on June 17. 2014 from: hypertext transfer protocol: //www. socialtechnologyreview. com/articles/measuring-roi-social-crm

4. NIKE. INC. ( 2014 ) . Business Overview. Nike Global Growth Strategy. Retrieved on June 17. 2014 from: hypertext transfer protocol: //nikeinc. com/news/nike-inc-introduces-2015-global-growth-strategywww. nikeresponsibility. com/report/content/chapter/business-overview

5. Rao. A. S. ( 2012 ) . Digital Selling at Nike: From Communication to Dialogue. IBS Center for Management Research. PDF Document.

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