Friday, June 17, 2011

Apple and Their Retail Stores

Just ran across the Wall Street Journal article, Secrets from Apple’s Genius Bar by Yukari Kane and Ian Sherr. While I’m not an Apple guy, I love their stores and loved this article. As entrepreneurs, there is much we can learn from this piece. Now, you might be saying to yourself that Apple is a huge company with lots of resources, how can you possibly compare us to them? However, as you read the article, think about their focus on customer service, details, and training…and then think about how you can do this better in your own organization.

From the article:

Apple lays its "steps of service" out in the acronym APPLE, according to a 2007 employee training manual reviewed by The Wall Street Journal that is still in use.
"Approach customers with a personalized warm welcome," "Probe politely to understand all the customer's needs," "Present a solution for the customer to take home today," "Listen for and resolve any issues or concerns," and "End with a fond farewell and an invitation to return."

Apple's control of the customer experience extends down to the minutest details. The store's confidential training manual tells in-store technicians exactly what to say to customers it describes as emotional: "Listen and limit your responses to simple reassurances that you are doing so. 'Uh-huh' 'I understand,' etc."

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