Tim Cook: It’s Time To Secure Apple’s Future

Apple just announced terrific results for Q4, but I’m not sure it’s set up for long-term success. Apple hasn’t explicitly defined customer loyalty as an asset, at least not when it comes to a key structure like its board of directors. So, in light of Apple’s wonderful success, I penned this note to Tim Cook (which I am not sending, but feel free to pass it along to him):

Obviously Apple is not the only large organization that isn’t setup to improve or sustain its relationships with customers; it’s true of most companies. So this letter could have been addressed to just about any CEO, but I knew that a note to Apple would get more people’s attention.

The bottom line: Customer loyalty is a sustainable asset

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I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.

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