The Apple Experience

CUSTOMER SERVICE
THE APPLE EXPERIENCE
Customer Service - Apple Experience

APPLE RETAIL STORE
• The Apple Retail Store is the most profitable
store on the Planet.
• The Average Store generates $5,600 per square
foot,
• And attracts more than 20,000 visitors a week

CUSTOMER LOYALTY
• Apple store customers are insanely loyal.
• Gary Allen (An Apple Customer) traveled 3,200 miles to
celebrate the 10th anniversary of the Apple Store
Opening.

CUSTOMER LOYALTY
• Thousands of people camp out overnight at Apple Stores around
the world to be the first to buy a new product.
• Even Apple co-founder Steve Wozniak likes to wait in line.
• Thousands of mourners around the world left handwritten notes on
Apple Store windows upon the passing of Steve Jobs.

CUSTOMER CARE
• Comedian Mark Malkoff brought a goat into an Apple
store and ordered a pizza. Why didn’t Apple Store
Managers kick him out?

CUSTOMER CARE
• People Even propose in an Apple Store!

THE APPLE EXPERIENCE
• The Apple Experience is not about the products or
the store design, although that’s part of it.
• The soul of Apple is its people, how they are hired,
trained, motivated, and taught to communicate with
customers to create magical experiences.
• “We are at our best when we deliver enriching
experiences.”-Apple Credo

STEPS TO MAGICAL EXPERIENCE
Apple follows these 3 components to create a
magical experience for its customers,
•INSPIRE your Internal Customers
•SERVE your External Customers
•SET The Stage

INSPIRE YOUR INTERNAL
CUSTOMERS
Part 1

INSPIRE INTERNAL CUSTOMERS
• Apple’s success begins with empowered and engaged employees who
truly believe they are changing the world.
• They hire for smiles.
• Apple is less interested in how much you know than it is in how much
you care about the customer and how passionate you are about the
company and its products.

QUESTIONING CANDIDATES
Apple managers ask three questions of potential job
candidates:
•Do they display grit? (Grit is the ability to perform under
pressure or in ambiguous situations.
•Can they deliver a Ritz-Carlton level of Customer Service?
(This measures their ability to deliver transformational
customer experiences.
•Could they have gone toe-to-toe with Steve Jobs? In other
words, Can the candidate confidently express their ideas?

SERVE YOUR EXTERNAL
CUSTOMERS
Part 2

5 STEPS OF SERVICE
• APPROACH Customers with a personalized , warm
welcome.
• PROBE politely to understand all the customer’s
needs.
• PRESENT a solution for the customers to take home
today.
• LISTEN for and resolve and issues and concerns.
• END with a fond farewell and an invitation to return.

APROACHING CUSTOMERS
• APPROACH Customers with a personalized , warm
welcome.
“Make sure customers are greeted by a friendly face that
makes eye contact and is committed to creating a
customized, unique and meaningful experience each
and every time.”
• AT & T Retail has also adopted the Apple Philosophy.
Employees welcome customers within then feet or ten
seconds of entering the store.

• RESET Internal Clocks
“When Customers are greeted with a warm,
friendly welcome, their perception of how long
they wait is positively altered and their overall
experience is enhanced significantly.”

Example,
Two Focus Groups waited exactly 3 minutes to be served.
• The First group was greeted within 10 seconds and told
they would be waited on in a few minutes.
• Second group was not greeted nor told how long they
would have to wait.
• “The first group perceived that they has waited less than
3 minutes and they gave the business higher customer
service scores.”

PROBE POLITELY
PROBE politely to understand all the customer’s needs.
EXAMPLE ,
• Customer: I’m interested in the iPad.
• Specialist: May I ask what you’ll be using the iPad for?
• Customer: Email, Photos.
• Specialist: Great. Photos are stunning on these iPads.
Would you mind if I took you on brief tour of photos?

PRESENT A SOLUTION
PRESENT a solution for the customer to take home today.
EXAMPLE ,
•Customer: The iPad is gorgeous, but a bit expensive. Not
sure if it’s what I want right now.
•Specialist: I understand. I’m not on commission. My only
goal is to answer all your questions so you can make an
informed decision. Tell you what, we have free classes
here at the store where you can learn more about all the
cool things you can do with the iPod. May I sign up?

LISTEN TO THE ISSUES
• LISTEN for and resolve any issues or concerns.
“By truly listening and acknowledging the needs of
your customers, you make your business and
oasis of encouragement, empowerment and
excitement.”

END WITH A FOND FAREWELL
• END with a fond farewell and an invitation to
return.
“There is a direct correlation between how people
feel when they leave your business and how
likely they are to return or recommend the
experience to someone else.”

• FOND FAREWELL takes place regardless of
purchase. If a customer leaves an Apple store
empty handed but with a smile on their face, that’s
all that matters. “Did you enriched someone’s life
today?”
“Customers shouldn't think of your business as a place
to buy a product or to use a service. It should be a
fun place to be!” – Richard Branson

• Apple store employees talk about benefits, not
features.
• Remember, it’s not about you, your product,
your service, or your company. It’s about your
customers. Show them how your product will
improve their life and you will win them over.
• Unleash their inner genius.

ONE TO ONE PERSONAL TRAINING
• Apple’s One to One program was created to build a
customer for life. It was designed on the premise that the
more you understand a product, the more you enjoy it,
and the more likely you are to build a long-term
relationship with the brand.
“The Apple store staff isn’t focused on selling stuff. It’s
focused on building relationships and trying to make
people’s lives better.” – Ron Johnson (Former Apple
Senior VP of Retail)

APPLE STORE DANCE
• The Apple Store dance. Customers feel welcome
and celebrated for who they are. Some customers
record themselves dancing while employees and
customers look on.

SET THE STAGE
Part 3

SET THE STAGE
• Steve Jobs reminded us that spaces could be more
than four walls used to store and distribute products.
• They could be architectural landmarks that take our
breath away.

APPLE’S NYC 5TH AVENUE STORE
• Apple’s NYC Fifth Avenue store is underground.
Steve Jobs saw it as “a ceremony of descent.”

APPLE STORE GRAND CENTRAL STATION
• Apple Store Grand Central Station, New York City.
It’s hard to tell where the station ends and the store
begins.

ELIMINATE THE CLUTTER
• “Get rid of the crappy stuff and focus on the good
stuff.” – Steve Jobs

CONCLUSION
• They say the devil’s in the details. For Apple, the details make the
experience positively heavenly.
• Stop trying to figure out how to sell something to somebody; figure out
how you want your customers to feel. That’s the Apple way.
• The Apple’s Retail Store does not sell products. It enriches lives.
“JUST MAKE IT GREAT!” - STEVE JOBS

The Apple Experience

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