Company Culture - The 3 best applications of Apple's excellent customer service

Personal, passionate service makes all the difference.

Part five in our series on brilliant client service focuses on Apple. You will most likely be aware of their sprawling open plan stores where each member of staff is referred to as a ‘Genius’.

The company has quickly evolved to become a bastion of customer service, noted for their unique approach to personalisation and convenience. Find out exactly why below…

They create value beyond sales

Visiting an Apple store isn’t just a shopping experience – all employees are tasked with enriching lives with knowledge, understanding and recommendations. One of their core values is to ‘politely probe to understand customer needs’. As such, all employees are trained to ask the right questions and make customers feel at ease.

They don’t just want their customers to walk in the front door and buy a product straight off the shelf; they want to advise, change and innovate the way their customers think about the possibilities of technology and communication.

They make their own rules                                                        

Apple didn’t place themselves at the forefront of brilliant service by following the design set out in conventional staff handbooks. The idea of the ‘Genius Bar’ alone reinvented the concept of try-before-you-buy and made technology accessible for people of all ages.

You can book a time slot with a Genius before visiting the store so you don’t have to wait around to be served. Also, as all receipts are emailed to customers’ personal email addresses, so you will never see or hear a printer whirring away as Jobs believed this didn’t add to the in-store experience.

They stores create a social environment

Apple stores have a distinctive layout: long tables with products prominently placed in the middle. Their stores are incredibly interactive. Customers are encouraged to walk around and try out different phones, tablets and laptops, all the while facing or standing next to another customer.

Browsing an Apple store becomes a social experience where customers interact with both other customers and members of staff. Conversations that often start with a simple trigger, such as ‘How did you do that?’, actually build product and brand awareness in store and makes each customer’s personal experience more memorable and easy to share with their friends.


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