Your Life Your Style Takes A Bite From Apple

There’s so much bad customer service around that it’s nice to be able report an example of good service.

Apple are amazing in many ways, not least because they are the richest company in the world and still make owning one of their products seem like joining an exclusive club. Part of the secret is in the service. A recent article in the Wall Street Journal described their staff rules. Their basic philosophy is summed up in the acronym A.P.P.L.E.: Approach customers with a personalised 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 of concern; End with a fond farewell and an invitation to return.

You’ll notice they don’t at any point actually try to sell something. Some people, particularly those in small shops like ours, do all of the above instinctively but it would be marvellous if everyone in retail took a bite from that apple.

Apple even have a rule that says staff are not allowed to correct customers’ mispronunciations of Apple products, for fear of making them feel uncomfortable.

By Paul Lewis

After a short stint as a journalist, I have spent most of my working life in marketing and retailing. I love theatre and have been lucky enough to work in theatre marketing for many years. I provide small businesses and arts organisations with holistic marketing at an economic price through my company Seven Experience Ltd

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