The art of customer service has become somewhat obsolete in this day and age – we are at a place where good behavior is hard to find and on-brand behavior is rare. So when you encounter good customer service, it makes you feel all warm and mushy inside and you want to tell everyone you know. Hello, everyone.
I’m not a very tech-savvy person. My last computer was a hand-me down from my brother and it resembled one of those computers the military used in the 60s – large, bulky and slow. I decided to embark on the scary journey of buying a new computer. Like any good consumer, I started doing preliminary research. I needed a very simple computer – something easy to use, easy to maintain and easy to carry. (Did I mention it needed to be easy?) I looked at all of the major websites – Sony, Dell, HP and with each site, became more and more discouraged as the options I wanted either became astronomically expensive or limited me to computers that didn’t seem to fit my needs. Then on recommendation from our entire design studio, I went to the Apple website.
The website was clean and clear. It literally says you can learn how to use it in minutes. I made a call to the hotline to ask about using a corporate discount in-store. A personable young man promptly answered the phone and helped me with my question. When I went to the store, another charming employee approached me and asked me if I needed help. He made eye contact. Can you imagine – eye contact? I told him I had done my research and had a few qualifying questions. Five minutes later, he was ringing me up. Five minutes after that, he was registering my information and showing me a few things he thought I might like. About thirteen minutes after I entered the store, I left with a new computer, a free printer and warm, mushy feelings abound.
When I got my MacBook home, I was prepared for hours of uploading and learning the ropes. I dug into my manual, which basically warned me about beverage consumption near my computer. I hit the power button. Ba-ba! Three minutes later, I was on the Web, checking my e-mail to see the latest rendition of Facebook status updates. No set-up, no hassle. Just like the website and those incredibly witty TV ads promised.
Online rebate? Go to the website – enter the code off your receipt. Three days later, a check arrived in my mailbox. Three days later. No mail-ins, no extra forms, just a quick tap of a few keys.
Decided I don’t need .Mac afterall? (The charming employee at the store was Dutch…I used to date a Dutch guy…you see where this is going.) Ready with excuses of why I have missed the return date very clearly labeled on the receipt, I entered the Apple store with gusto. I hand the software to the guy at the register and say, I would like to return this. He says, no problem. No problem? Then I ask about the free classes and he suggests I might like the SoHo store better – it’s a nicer space for learning. Nicer space for learning?
I know the last thing the world needs is another blog on how great Apple is. But here’s the point: There is an innate power of delivering on your brand promise – at every single touchpoint. It makes people like you. It makes people trust you. And most importantly, it makes people tell everyone they know how much they like and trust you. And that, ladies and gentlemen, is the power of word-of-mouth.
Comments (2)
I beg of you to schedule a issue with the 'genius bar' at an apple store.
Better yet, go to the extreme of needing service that requires sending your machine somewhere then decide just how on brand Apple's customer service is, full circle.
Posted by chad Vavra on June 11, 2008 9:38 PM
I've always had great service from the apple bars. Sometimes a little busy, but they've always resolved my issues promptly and with a minimum of fuss.
Posted by kai on June 12, 2008 4:49 PM