Inbox Insider: Apple uses e-mail for CRM

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E-mail is an excellent retention tool. And in this weak economy, brands are clamoring to hold on to the customers that they have.  I just had an experience with Apple  that really took advantage of e-mail for retention.

I recently took my laptop to an Apple store to have the keyboard fixed and, throughout the experience, Apple was in touch via e-mail. The day that I dropped the computer off, the brand sent me an e-mail asking about my experience with their Genius Bar. After I had completed the survey, Apple even called me to discuss the problem, because I had opted in to receive a call.

Then, after I picked up my repaired computer, I received another e-mail from Apple with a survey asking about how the repairs went and if I was fully satisfied with the experience. “Your perspective is very important to Apple and the AppleCare team,” read the e-mail, highlighting the fact that the customer is central to its business.

I was impressed with this use of e-mail as a CRM tool, especially as many of the agencies that I have been speaking with these days have been emphasizing the importance that CRM programs play in this economy.

And e-mail is such an easy way for a brand to connect with an existing customer. By tying in the in-store customer service experience to an e-mail survey and making sure that I had the best experience possible, Apple really took the relationship to the next level.

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