The most important asset in any organization is its people - Research Paper Example

The most important asset in any organization is definitely its people. Apple, Inc. is a benchmark of best practice in customer relationship management to gain market loyalty and maintain its high competitive edge. Apple performs what is referred to as movement marketing, an interactive CRM program that does not simply tell customers what products they develop, instead Apple builds interaction with buyers to gain trust and respect for its products (Goodson 2). Apple utilizes social media in a variety of different formats, such as Facebook and Twitter, to engage customers in real-time relationship development.

One must keep in mind that none of these CRM concepts occur in a proverbial vacuum, it requires talent management and direct development of website content and mobile marketing communications to build a positive identity with customer segments. If Apple did not engage its employees to be relevant and socially-important elements of the consumer experience, it would lose considerable market share to other technology producers. It should be recognized that Apple would not be able to maintain its high market share without human intervention in movement marketing.

Organizations that rely on corporate or individual venture capitalist investment to succeed in their markets are more successful when they use human capital to justify investment opportunities. Companies that have a well-established corporate culture are considered to sustain some of the best investment opportunities (Very et al. 598). Investors seem to understand that human capital gives a business substantial advantage in terms of better performance, better knowledge transfer and technical expertise.

When a company requires investment, they are in a better position to gain investor support when they provide evidence of quality culture existing within the business structure. Companies that are decentralized also have high advantage since decision-making is shared by a variety of skilled professionals instead of just being dictated by a single executive. According to W.E. Deming, a respected business theorist, 85 percent of all business failures are a direct product of management. Businesses that want to remove failures from its strategic plans and goals require risk analysis, environmental scanning, and recognition of potential opportunities.

A business has much more advantage when these activities occur from many different knowledge professionals than through the single assessments of one executive leader. Finally, the most important asset is people due to the fact that organizations need to provide products and services that fit a consumer need. What distinguishes a successful product or service brand from competing brands is the personality and attitude of the brand. According to marketing theory, consumers will become attached to a product or service if it provides them with opportunities for self-expansion and self-esteem growth.

It is from brand attachment where loyalty is established. In order to accomplish this, such as with companies like Cover Girl, the business must use effective promotional materials that have lifestyle relevancy and can illustrate that the organization can