People love to do all sorts of things in Apple stores - there have been marriage proposals, there was even a wedding there, many fans shoot crazy videos in Apple stores and then post them on YouTube. Why is it that people feel so good there? Why do they keep coming back?
This is a 5 step approach to customer service that Apple employees all learn from their first day at work. Carmine Gallo describes the A-P-P-L-E approach at Forbes.com.
- Approach customers with a personalized, warm welcome. Every customer deserves a warm welcome and a greeting. The time when you can affect the impression lasts only 10 seconds from entering the store.
- Probe politely to understand all the customer’s needs. This means asking questions that will direct you to the correct solution.
- Present a solution for the customer to take home today. In this respect, Apple employees are constantly taught that their company is meant to enrich people's lives. For example, if a client needs the help of a specialist, who is available only the following day, the assistant may suggest that they'll schedule an appointment for tomorrow, or they can show the customer how to arrange an appointment via the Internet.
- Listen for and resolve any issues or concerns. Most customers do not express what they fear. Apple employees are trained to know how to properly guess these concerns.
- End with a fond farewell and an invitation to return. Feelings after a transaction mostly influence brand loyalty and brand referrals. Finally, think of a reason why customers should return. For example, you could offer a free consultation.
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