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Business EE: TQC AT APPLE INC TO INCREASE CUSTOMER LOYALTY (Measure…
Business EE: TQC AT APPLE INC TO INCREASE CUSTOMER LOYALTY
Measure customer
loyalty
Net promoter score
How is it measured
(%Promoters - %Detractors)
Promoter: People who are willing to buy more
Detractor: People who are less likely to be willing to buy more
Pros: - Quantifies Customer loyalty, It is relatively easy to use and analyse due to the quantifiable data, Provides the company with a quite good assumption (CAN ALSO BE CON) about its customer loyalty,
Cons - Does not allow company to obtain qualitative data --> This method does not tell why customers are willing to buy it so it may be difficult for the company to maintain its customer loyalty, Not specific enough due to there only being numbers which symbolise each customers' willingness to purchase the firms' products
Customer Retention Rate
Customer Churn Rate
Customer Lifetime Value
Repeat Customer Rate
Upselling Ratio
Participation Rate
Calculate Participation rate: number of customers enrolled in the loyalty program by total number of customers: Apple loyalty program: Apple credit card --> Connects customers' bank account, data and personal bank information to Apple which forces the customers to stick with Apple --> This is because it provides a digital receipt on the Wallet app, which makes the customers very dependent on the credit card (HOWEVER THIS IS NOT DUE TO QUALITY REASONS) HOWEVER I CAN ASK DR HILBIG WHETHER THIS CAN BE USED IN THE QUALITY OF THE SERVICE APPLE PROVIDES
Redemption Rate
Active Engagement Rate
Indicators of poor quality
Product returns
Quantitative data
Customer complaints
Apple is likely to not want to show these data so data obtained may be from news articles like BBC etc. (This point links to all four points)
Qualitative data
Customer satisfaction or loyalty (Measured by NPS)
NPS: Quantitative data and Customer satisfaction or loyalty can include qualitative data - This should be Net Promoter Score
Reject rate
Quantitative data
Context of Apple
When they introduced TQC
Introduced from start but developed over time (SOURCE)
Why they introduced TQC
Who specifically had the idea to introduce TQC
What methods did they use (Start from end)
How successful implementation of TQC was (Start from end)
What is TQC
"A Philosophy that embeds quality in every business operation and process
Philosophy in these terms mean a "theory or an attitude that guides principle for behavior"
Places quality as core focus in all functional areas, ie. every employee is responsible for quality assurance, rather than it being the traditional role of the quality control department"
How does TQC look like at Apple and how it impacts customer loyalty
Quality of service: At Apple stores, you get to participate in classes conducted by Apple employees to learn how to function Apple products better --> Need to check whether customers like this since Apple's competitors don't offer this program