My trusty old iPhone 6 recently started slowing down so I went to one of the local Apple stores to see about a replacement. I don’t take pictures, play games or watch videos, but I do check email, keep a calendar and look up stuff on the web: meaning I’m not a power user and expected to be a little intimidated. An Apple store experience is unlike any other in the retail and service worlds: these guys understand customer service and how it’s enhanced by great technology. They greeted me as soon as I entered and got me scheduled in a queue before I had a chance to start hyper-ventilating, the product and video displays captivated me while waiting, and the knowledgeable and friendly service wondrously satisfied my needs. It was a perfect blend of design, service, efficiency, and empathy, all of the ingredients of a perfect buying and selling relationship: I walked out with an iPhone XR and a smile. We all talk about Apple and Disney and Four Seasons as if what they do is impossible to replicate: great things can be achieved if you focus on the customer’s experience, plan well, and keep it simple. Incorporate those ideas into what you do today.
Angela Ahrendts (b. 1960): American businesswoman, formerly CEO of Burberry and SVP Retail at Apple Inc.
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