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 am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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