Analyze of Service Quality of Apple Singapore Branch †Free Samples

Question: Discuss about the Analyze of Service, Quality of Apple Singapore Branch. Answer: Introduction Apple is an American Multinational company situated in Cupertino, California. It designs, develops and sells computer software, gadgets, mobiles, smart phones, and other online services. The Company products include the iPhone smart phone, iPad, Mac personal computer, Apple TV and digital media player. Apples consumer software includes macOS and iOS operating systems. Apple is the worlds largest information technology system of revenue and employs more than 115,000 employees. It has over 500 stores over seventeen countries and operates in online functions also. Apple Singapore operates through dealers, authorized resellers and channel partners with its registered office in Mo Kio Street (Apple Inc, 2017). Apple products have been designed for making life of people easier. Apple Singapore is making the life of people easier by their new inventions and giving opportunities to their team members for making industry transformation apps and extending business abilities with partners. Apple products are designed to make people work in team anywhere they want. People love to work with technology and this can change their future business. Performance Measurement Performance measurement is an organization is measuring employees outcome in response to responsibilities and tasks allotted to the. Senior managers and leaders feel that performance measurement system affects the behavior of all staff members. Staff members also know that todays financial system measurement like profitability, ROI, EPS can give wrong judgment that the company is continually growing and transforming towards innovation. Earlier the financial system well for the industrial era, but it is hard to measure skills and competencies of todays competitive environment. Various tools to measure performance are firstly 360 Degree feedback which enables managers to receive feedback from various anonymous sources which meet them during the regular course of operations. This includes both internal and external customers, superiors, vendors and sales people. A person from HR or a consult collects the feedback through surveys and questionnaires and evaluates the responses in multiple ways. Secondly, Balance Scorecard, which combines quantitative information about sales, budgets and uses key performance indicators to track short term and long term goals of employees (Kaplan Norton, 1992). This approach takes into account career growth and follows best practices to achieve long term success. Thirdly,Management by Objective enables managers to directly meet with report and come up with short and long term objectives.. The objectives are flexible and applicable in todays tech world. Lastly, self evaluation is used where an employee is asked to rate himself o n the basis on criteria set by his managers. The gaps are then collectively discussed and improved by both managers and employees. Performance Measurement in Apple An approach of balanced Scorecard is used to measure the performance of Employees in Apple Singapore. A Balances Scorecard helps a company to innovate and rise towards new heights of improved performance by helping leaders and managers to make key decisions which are relevant to fulfill companys overall objective. It becomes a basis of reaching the desired performance expected from the employee. Apple, a technology leader in the market uses Balance Scorecard to measure performance of their work. Balance Scorecard of Apple Apple uses five performance indicators which are: Customer satisfaction Apple priority is always their customers first. Earlier they focused on improving their technology, but once they have made achievement in this line, they are moving towards satisfying their customers. Customer satisfaction has become the core principal for them and they want to stick to it for a long time. Many companies collaborate with other computer industry to conduct customer satisfaction survey, but Apple had made the decision to conduct their own customer satisfaction survey for more authentication and reliability of data as they want to fulfill customers desires to full extent (Institute, 2017). Core competencies Apple aims to provide its employees with innovation solution in technology like user friendly, high speed, effective distribution system which will help to develop their core competencies in these areas. Although, many Apple leaders believe that measuring area is a complex task, but Apple still is working on this area for improvements and development of its competencies. They are working to develop few quantitative measurements to check if employees are gaining skill sets to lead in this competitive environment. Employee commitment and alignment Apple Inc. understands that it is important to develop commitment and alignment between employees. This is why they conduct employee surveys in their Apple Singapore office once a year or every two years conducting random surveys. The questionnaire that aims to understand that how employees take companys goal and what is their individual strategy to achieve it. It also understands that how many employees are interested in achieving organizations success (Tudorache, 2017). Market share This is also an important indicator, especially in the technology sector. By increasing market share, Apple Inc increases its profitability and also persuades software developers and employees to work with them for better results. Shareholder value. Shareholder value in Apple is putting in sales insights, product designs and in the global manufacturing process. The correlation among all these activities will help to evaluate the performance of Apple Singapores activities and using it will help to assess new business deals. Doing this, will help to create more investments for future development and growth (Henderson, 2001)s. All the above five indicators help to increase the performance in the long term. Instead of opting for a controlling approach, these aids are being implemented by them to gain performance improvement for progressing steadily. Apple Inc. performance depends on these five pillars and they work to improve its activities for long term success of the company. Through these pillars, Apple Inc keeps a track on their performance to meet their objectives and goals (Schneier, et al., 1995). Apple: A Role Model for all Whether a company is small, medium or large, it is important to know the ins and outs of the Balance Scorecard and how it can be used its best way to improve productivity and operations. The KPI institute has developed various webinars and templates that focus on various components of a Balance Scorecard for better implementation and designing of the work (Marr, 2014) Customer Relationship Management This refers to the principals, practices and rules that an organization follows while interacting with their customers. This is the direct relationship between organization and employees related to customer inquiries, processes, forecasting and analysis of customer trends and attitudes. CRM is hence an overall experience which improves customer experience. Todays businesses have changed as with the advancement of the internet and technology customers are more concerned about their privacy and safety (Shainesh, 2017). Businesses need to ensure the data is being stored safely to make sure their data is protected against cyber crimes and thefts. Customer Relationship Management in Apple The most important focus of Apple Singapore CRM is to improve customer experience. The genius process of Apple CRM is part of technology support which allows customers to meet with technician face to face and discuss the problems and their solutions in detail. CRM will help to increase brand awareness while focusing on advertising and targeted emails in the future. By implementing extensive CRM, Apple has made the experience of purchasing a lifestyle for the customers (CRM Systems, 2017). One Company that has moved above and beyond to know their customers needs, wants and desire is Apple. Apple tops on the charts of customer service and for the seventh consecutive year it has topped among its competitors on the grounds of customer services. The credit of being at the top goes to its employees working at Apple Singapore. Employees are given training not to sell product, but help customers solve their problems. Employees are trained to satisfy customer need, some of which a customer doesnt even realizes. Apple focuses on customers by offering various outlets so that customers can be assisted including genius bar and social media. Customers can get personalized experience here and private stores help them to resolve issues by offering a complete solution (Stefania, 2014). Apple consistently works well to satisfy their customers. Consistency is being maintained to meet the customers experience and follow a few strategies to satisfy their customers. Apple creates a channel for better customer experience, rather than leaving the customer experience to random employees of big box stores, it has created its own retail stores in Singapore by risking and spending huge on the chain. By creating their own store, Apple spends time to sell their own products and created an environment to take care of each and every detail of customer interaction with Apple as a brand. Apple stores in Singapore have been designed to create an environment where customers can hang out. Apples store is profitable stores generating huge revenues and profitability. Despite such huge profitability, when young professionals, teenagers and middle aged people enter feel Apple to be a place to hang out and feel the new cool products (Fasthosts Team, 2012). Customers are greeted with smilin g, intelligent and skillful employees to encourage customers experience the product to the fullest. The shopping has in fact turned into an enjoyable experience. Managing People Managing staff is a tough task as it needs to be taken care about their personalities, ambitions and responsibilities. Employees need to be motivated at each task to bring in their productivity and efficiency. Managing People is a special art and puts together all their practices, tips, advice and recommendations for better results (Clifford, 2014). People in an organization are different as some are easier to manage and other is hard. It takes time to manage hard people as some talented but cannot work in a team. Few people are too aggressive while others are quite. All these people need to be managed in one alignment in order to achieve an organizations goals. Managing People in Apple Singapore For most of the organizations, the formula for success is managing employees well. All companies work hard to manage their people effectively to reach organizations goals. Each firm has their own strategy which mainly focuses on the Maslows hierarchy needs theory. Apple being a leader in the technology industry has proved to make successful strategies in employee engagement and motivation and has turned out to be most innovative and admired company in the world. There are many ways Apple motivates its employees. Apple follows Maslow Theory of Motivation As per the Maslow theory, lower order needs to be given first priority. This is why Apple Singapore takes care of the psychological needs of its employees first and gives their employees attractive salary packages to make sure their survival needs are fulfilled. Apart from this, Apple also provides many applications to protect their safety and needs of the customers taking care of their health and safety standards. Trainings are being provided for employees to take care of their health hazards and provide necessary safety equipments. Also, Apple is working on its RD facilities to bring improvements in Apples working environment. Better workplace is being made at Singapore offices which encourages social networking, enhances the junior, senior relationship and improves working group. Apple is also focusing on higher needs of Maslow theory apart from satisfying lower needs. To fulfil esteem needs of employees, Apple rewards their employees by giving them recognition bonus from 3 percen t to 5 percent. This motivates the employees who have finished their tasks successfully and effectively. Apple also fulfills esteem needs of employees by providing them with free iphone, which work as not only a benefit, but also acts as a good motivator as this will make employees to work more for their responsibilities as an effect to see results of their efforts. At the highest needs of Maslow theory, Apple has made an effort to motivate its employees by giving them good opportunities to develop in their careers and take further education. Employees are being motivated to work in team and they are given mission to produce a tech savvy phone which people never forget to leave at any place. Apple gives their employee a chance to be creative and grow in unlimited ways. Hence motivating employee is a crucial activity and Apple successfully pursue it by becoming a leader in its field. Apple makes a successful strategy to fulfill all needs of its employee and motivate the organization what they want to achieve (Apple Management, 2017). Recommendations and Conclusion Thus, it can be concluded that Apple is a pioneer in its field and has attained huge success in its field of performance measurement, Customer Relationship Marketing and Managing People. Apple uses Balance Scorecard for measuring its performance; components like customer experience, core competencies, market share, employee commitment and shareholder value form the part of their analysis. However, they can also use other forms of performance measurement tool like 360 feedback and self evaluation. One collects feedback from all people coming in contact with the employee and the other helps to analyze what the employee feels about his performance. Apple has also attained good heights in the field of customer service. Apple consistently works well to satisfy their customers. Consistency is being maintained to meet the customers experience and follow a few strategies to satisfy their customers. However, they should continue to improve in the field of consistent innovation and diversify t o meet customer needs and desires. Product expansion should be part of Apples RD activities. They should make efforts for better communication with customers and resolve their complaints timely. Lastly, Apple manages its people well and try each everything to motivate them. Apple has worked hard on grooming their employees and had been admired by all for the same. Apple follows Maslow Theory of motivation and tries to fulfill all the needs of employees from psychology to esteem needs. However, there are always a few employees in the company who doesnt work in teams and are hard to manage. Such people should be given separate training and should be managed under proper observation to achieve best results. When a team of expertise works well in a team with the same mission, only then best results can be retrieved from them. References Apple Inc, 2017. The most powerful products for business are the ones people already love to use.. [Online] Available at: https://www.apple.com/business/ Apple Management, 2017. What Does Apple Do To Motivate Their Employees?, Available at: https://managementofapple.wordpress.com/motivation/ Clifford, C., 2014. Managing People Is an Art: 32 Ways to Do it Right, Available at: https://www.entrepreneur.com/article/234199 CRM Systems, 2017. Apple CRM Case Study, Available at: https://crmsystems.expertmarket.co.uk/Apple-CRM-Case-Study Fasthosts Team, 2012. 5 CustomerManagement Strategies That Set Apple Apart, Available at: https://blogs.fasthosts.co.uk/business-strategy-2/5-customer-management-strategies-that-set-apple-apart/ Henderson, J., 2001. Putting the balanced scorecard to work, Available at: https://www.maaw.info/ArticleSummaries/ArtSumKaplanNorton93.htm Institute, B. S., 2017. Balanced Scorecard Basics, Available at: https://www.balancedscorecard.org/BSC-Basics/About-the-Balanced-Scorecard Kaplan, R. Norton, D., 1992. The Balanced ScorecardMeasures that Drive Performance, Available at: https://hbr.org/1992/01/the-balanced-scorecard-measures-that-drive-performance-2 Marr, B., 2014. The Top 5 Performance Management Tools: Good News And Cautionary Tales, Available at: https://www.linkedin.com/pulse/20140522054403-64875646-the-5-most-popular-tools-to-manage-performance-good-news-and-cautionary-tales Schneier, C., Shaw, D., Beatty, R. Baird, L., 1995. Performance Measurement, Management, and Appraisal Sourcebook Shainesh, G., 2017. Customer Relationship Management (CRM), Available at: https://www.edx.org/course/customer-relationship-management-crm-iimbx-mk210x Stefania, 2014. Apples Customer Relationship Management, Available at: https://www.egmanagementconsultant.us/apples-customer-relationship-management/ Tudorache, A., 2017. How Apple uses the Balanced Scorecard, Available at: https://www.performancemagazine.org/apple-balance-scorecard/