Consistent Customer Experiences

by Susan Keane Baker

When I’m in Connecticut, you’ll often find me at the Apple Store learning more about my computer. One of the reasons I enjoy being there is to observe how Apple excels at consistently delivering excellent customer experiences.

Daily staff meetings are held to reinforce behaviors that make every visit to an Apple Store a positive one.

In June 2011, Yukari Iwatani Kane and Ian Sherr wrote “Secrets from Apple’s Genius Bar: Full Loyalty, No Negativity” for the Wall Street Journal. The Apple Steps of Service from an employee training manual were detailed:

• Approach customers with a personalized warm welcome.
• Probe politely to understand all customer needs.
• Present a solution for the customer to take home today.
• Listen for and resolve any issues of concerns.
• End with a fond farewell and an invitation to return.

You can depend on training appointments at Apple to begin and end on time?  How do they accomplish this?

1.  They discuss the need to be on time at every staff meeting – daily!
2. Ten minutes before a training session ends, the trainer will recap what has been accomplished during the session.
3.  Five minutes before the session ends, the trainer will stand, creating a visual clue that the session is ending.
4.  For students who aren’t willing to let go, a colleague will approach the student and trainer and ask the student:  “How was your session today?”  Speaking in the past tense is another clue.  And the break in the conversation allows the trainer to say goodbye and step away.