Many of the core features of today's Apple product lineup - music, photos, artwork - represent the core needs that modern consumers have for their computers. The values of the customer base are also reflected. Apple has tended to take a top-down approach to this, developing their marketing around an exposition of the values that its customers should have. These are based on Apple's key cultural values, such as creativity, innovation and hard work. Consumers in turn typically identify with these values and see them as desirable. So Apple typically uses a pull strategy to align its values with those of its consumers.

3) in order to make Apple more customer-centric, I would implement the following customer service standards. First, I would implement a process for gathering stronger feedback from the customers. Before we can help the customer, we must know what they want. Typically, feedback is only given when something goes wrong - I feel that Apple needs to take a proactive approach and gather information even from satisfied customers. I would also seek out information from former customers, to find out why they no longer purchase Apple products. This would give them a better sense of their strengths and weaknesses in the marketplace.

The second standard I would give is to build the information gathered into the product development stage. Product durability, for example, is a common complaint amongst Apple consumers. By taking into account the needs and wants of customers both existing and former, Apple can get a better sense of what they need to do in order to be more responsive to the needs of customers.

Another standard I would implement is to improve technical help responsiveness, and improve the sets of instructions that come with Apple products. As the company moves more into the mass market, they will encounter an increasingly less savvy set of consumers, who will inevitably require a greater standard of care than Apple is used to giving. Understanding the needs of these customers is key to improving customer responsiveness.

Another...

By extending its culture of hard work, creativity and innovation to its customers, Apple has created a customer base that will demand a standard of customer service that meets this promise. Apple's culture is largely driven by the technology development and marketing arms of the company. The customer service side is removed physically and culturally and lacks the same degree of enculturation that other parts of the company receive. However, this is of no concern to the customer, and a customer-driven organization will recognize this.
Therefore, Apple should improve its training regime for its customer service staff and allow them the same freedom to be creative in meeting customer's needs and expectations that the product development staff are given.

Works Cited

Schneider, Laura. (2008). Apple Computers. About.com. Retrieved July 1, 2008 at http://jobsearchtech.about.com/od/companyprofiles/p/AppleComputer.htm

Chatman, J.A. & Jehn, K.A. (1994). Assessing the relationship between industry characteristics and organizational culture: How different can you be? Academy of Management Journal, 37(3)

No author. (2007). The Customer Service Elite. Business Week. Retrieved July 1, 2008 at http://www.businessweek.com/magazine/content/07_10/b4024001.htm?chan=innovation_special+report+ -- +customer+service_customer+service

No author. (2007). A Bruise or Two on Apple's Reputation. Business Week. Retrieved July 1, 2008 at http://www.businessweek.com/magazine/content/07_43/b4055070.htm

Schneider, Laura. (2008). Apple Computers. About.com.

Chatman, J.A. & Jehn, K.A. (1994). Assessing the relationship between industry characteristics and organizational culture: How different can you be? Academy of Management Journal, 37(3)

No author. (2007). A Bruise or Two on Apple's Reputation. Business Week.

No author. (2008). The Customer Service Elite. Business Week.