nike s crm article


Nike manufactures sneakers also athletic clothing such as shorts, tshirts, jackets and under armors; wristbands, tote packs, jerseys and clothes are also marketed by Nike (Rao, 2012). The Nike slogan, Just Do It, have located it’s brand in the head of consumers, throughout the recognition of it’s companies promotional tools used worldwide (Rao, 2012).

Customer Romantic relationship Management (CRM) is focusing on meaningful, long term relationships and not immediate revenue with the customers (2010, g. 202). According to the research, in 2012, Nike created a new business department called Nike Digital sport (NDS).

The objective of NDS was designing to formulate technologies that allow the users to track all their personal overall performance while Nike collected and stored data relating to buyer needs. Due to NDS, Nike has been capable to communicate more effectively with customers about their demands. Nike also offers it’s individual social networking service called Nike+ (Rao, 2012). This social network service focuses on building social support systems and relationships among people and communities.

Nike has generated relationships involving the company and customer simply by understanding the user’s needs and preferences.

CRM programs executed by Nike are mainly functional and strategic. For example , Nike Fuel allows customers to record their very own progress by using Nike As well as devices. The unit are designed to upgrade customers for the latest Nike sports developments and observations, and allow them to communicate with Nike. Another CUSTOMER RELATIONSHIP MANAGEMENT program apply by Nike is Nike + Connect apps. It is a free software developed by Nike that uploads customer’s Nike+ data by plus gadgets to their accounts. Nike as well created a Nike+ running iphone app that enables customers to share their very own experience on social media sites including Twitter and Facebook.

Based on the research, Nike reaches over millions of supporters every day within an interactive discussion, rather than needing to rely on big sponsored situations to reach this kind of number (Stokes, 2012). The massive volumes of freely distributed user info produce meaningful brand insights, lead to product innovations, and enable the brand to get nearer to consumers. Powerful CRM provides enabled Nike to work together with clients, drive organization processes, take full advantage of Return on Investment (ROI) and support brand expansion (Stokes, 2012).

Nike guarantees to stand behind all of the provider’s products to get both client and retail accounts (Nike, 2014). Nike’s web site permits its consumers to use the search function to search for data related to Nike’s customer service procedures. The email address details are provided by the use of intelligent simplifies response technology. The website also provides clients with answers of Regularly Asked Problem (FAQ). Through the implementation of the program, Nike is able to have an open conversation line with and an improved understanding of customers.

Customer facing process results in a product or service that may be received simply by an organization’s external customer (Stokes, 2012). In 2010, Nike created a section called Nike Digital Sport (DS). DS provides skilled resources, finances, and coordination across the business (Cendrowski, 2012). Nike’s target was to create a combined customer experience that shapes responds to the growing preferences of consumers (Cendrowski, 2012). Nike DS leads most customer-facing digital projects, launching products underneath the Nike Plus brand. Personnel, designers and a group of entrepreneurs work together to develop new digital innovations. With each other, they operate to find innovative ways to mine large amounts of highly appropriate customer info, which is a crucial strategic property for advertising product development inside the highly competitive digital space. Nike programs, in the future, to get ever-closer with each of its customers around the globe.

I think in the future, Nike will need to considering incorporating a link just like zapdata. com to the Nike web site. Customers can click the link and contact Nike in real time by means of text-chat software hosted with a second get together such as a live person. Clients can simply click a text-chat button and thesite launches a new windows and have queries answered by a live rep. Customers can continue to browse Nike while an assistance representative answers their question(s). If following asking the question a customer continues to be having difficulty finding the data, the representative from Nike online can simply send the page to the consumer with the details that he or she was seeking for. This might impose an increased cost to Nike starting out, but the increase in sales will begin to cover the expenses and additional enhance the provider’s customer support and satisfaction.


1 . Cendrowski, S. (2012). Nike’s fresh marketing mojo. Fortune Mag. Retrieved on June 17, 2014 via: http://fortune.com/2012/02/13/nikes-new-marketing-mojo/

installment payments on your Naveed, L. (2012). Nike, Inc. Internet site Analysis. Web page Analysis. Retrieved on 06 16, 2014 from: https://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: http://www.socialtechnologyreview.com/articles/measuring-roi-social-crm

4. NIKE, INC. (2014). Business Review. Nike Global Growth Strategy. Retrieved upon June seventeen, 2014 coming from: http://nikeinc.com/news/nike-inc-introduces-2015-global-growth-strategywww.nikeresponsibility.com/report/content/chapter/business-overview

a few. Rao, A. S. (2012). Digital Promoting at Nike: From Interaction to Discussion. IBS Middle for Supervision Research. PDF FILE Document.


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