Everyone knows Apple. Actually, however, it is the people behind Apple (as you will see below), who provide the interest to this story.
Steve Jobs, the founder of Apple, created extremely successful products, which have been selling all over the world for decades. However, from the beginning, Steve Jobs focused on putting the Customer First though building relationships between Apple’s customers and employees. By focusing on Apple’s employees and their satisfaction, Steve Jobs created a “best practices” for employees serving customers. In addition, Steve Jobs focused on their company call centers, where employees provide support and resolutions to customer’s questions. This is a benchmark for many large companies around the world, requiring extremely well-organized employees that stay focused on the issue until a solution is found. The perceived quality of Apple’s products ranks highest among consumer surveys, and customers come to Apple stores to have a special experience and meet the special 3 A’s of Apple’s employees (3 A’s explained in “Learn How to Put the Customer First!”.
The employees are hired, trained and motivated though a well-prepared program in communication techniques to serve and exceed customer expectations, according to www.forbes.com:
“The Apple Store relies on a very effective communication technique it adapted from The Ritz-Carlton: Steps of Service. Every employee is trained to walk a customer through five steps that spell out the acronym A-P-P-L-E (The Ritz-Carlton has three steps)”… “Briefly the steps are:
A: Approach customers with a personalized, warm welcome
P: Probe politely to understand the customer’s needs
P: Present a solution for the customer to take home today
L: Listen for and resolve issues or concerns
E: End with a fond farewell and an invitation to return
According to Forbes, the real secret behind Apple Store’s success is that their employees are trained to listen to the customers, ask questions to have a thorough understanding of the customer demands, needs and their expectations, and to advise them which product they need to resolve their concerns.
In “Learn How to Put the Customer First!”, there is a chapter explaining the 3 A’s of attitude, and the skills needed by your employees. You can read about how Apple employees are trained to build trust and strong relationships with the customers. You will gain an understanding of the language and the training, Apple employees undergo to be able to meet the customers in the contact points. Apple has prepared a well-designed customer journey with the help of product geniuses. Finally, yet importantly, an Apple Store customer experience is well known from greeters who triage customers.