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Apple's Customer Experience

Marcel Lepage Manrique
Customer Experience
Management

Business experts suggests that the company success it's due to its strong focus on customers and their relationship with the company and its products, instead of focusing on technology for the sake of it Apple it's always prioritizing bringing more value to the customer, which led the company not to offer technological products but a technological experience.The company enable this vision by following its three main guidelines, empathy to te customer, focus on the important aspects and impute by making sure to present its products in a creative-professional way

Steve Jobs, Apple's founder and iconic CEO, was a strong advocate of the customer experience from the very beginning.It was this true commitment from top-management that enable the company to become a real customer-centric organization.

Jonathan Ive, Apple's Senior Vp of Design, explains how the company makes an ongoing effort in getting rid of unnecessary complexities and give the most simple experience across all the company products

Today, Apple is widely acknowledge as a reference for customer experience across all industries

The financial success and brand recognition of Apple are two strong indicators of how powerful can a true customer-centric company be, from this case we can also point out the following takeways:Customer centricity it's not a slogan, it must be a real philosophy embedded in the company's DNA, with a real commitment from top-management like the one showed by Steve Jobs.The more control a company has of all the touch-points of the customer with the product or the service, the more able it will be to create a truly outstanding experience for the customer, like Apple has done with it stores and after sale services.The customer experience must be in the mind of the companies since the design of the product or service, Apple focus on simplicity and value it's a clear example of it.Customer experience design it's not a one moment task, constant renewal and innovation it's key to keep giving customer relevant and memorable experiences. At this moment Apple it's redesigning its store experience.To able to have a supreme customer experience you need to have the right people, who are going to be the ones delivering the service, so they also must be well prepare to do so (training) and must share a significant vision of the role they have.

For the company to create it's remarkable customer experienced to count with the right people has been a paramount aspect for Apple's success. From the commitment to customers from top-management to a fully engaged body of store specialist who have a mission not to sale, but to make a real impact in their customer lives.

Apple revolutionized the technology purchasing experience, by establishing its own retail stores allowing the company to have a more complete interaction with the customers.

One of the major service innovations Apple stores brought was the try out model, where customers can interact directly with all the products the company has. At the same time customers also receive advising from the store specialist, who help guiding the customer trough all the product features, how to use it and which one is the best fit, at style of service that no technology company used in their B2C strategy.The model was so successful, that many competitors such as Microsoft opened stores with the same concept. Still, Apple remains as the main reference of this boutique style of shopping experience.

The purpose of the store would be lost without a remarkable service align with the company customer-centricity, as such employees of the store are trained not to do more sales but to create value for the customer, focusing on the three F's of Empathy:FeelFeltFoundThe operationalization of this philosophy is done trough the A-P-P-L-E Way:A - Approach customers with a personalized, warm welcome. P - Probe politely to understand all the customer's needs. P - Present a solution for the customer to take home today. L - Listen for and resolve any issues or concerns.E - End with a fond farewell and an invitation to return. 

The store space itself it's one of the main factors of the customers experience, establishing flagship stores in major metropolitan areas or renovating spaces in classical urban buildings the company makes sure that all its stores count with an edgy, modern minimalistic design the store are in line with Apple's value proposition of simple beautiful designed products

The company created stores that offer unique different experience, not just from other tech companies but from retail as well

The company doesn't remains still and its currently transforming its stores design and distribution, seeking to renovate and improve the customer experience by giving the stores the feeling of a town square.

Service doesn't end at the purchase. Apple takes care of the customer experience after acquiring the product seeking to obtain a high level of loyalty

Another of Apple's break-troughs in service was the presence of the Genius Bars in the stores, with whom customers can make a reservation at their store of preference to get technical support. Customers can also have their doubt resolved with an expert via phone, chat, email, or even Twitter. 

The company was the pioneer in offering free software updates on the all its products without the need of acquiring new hardware, showing a true disposition of always giving its customer the latest best service offering