Page 100 - The Apple Experience
P. 100
CHAPTER 7
Empower Your Employees
Intrinsic motivation is conducive to creativity.
—Daniel H. Pink
An Apple customer in Cardiff, Wales, Anna, once posted this Tweet to her
three hundred friends: “Blown away by Apple customer service. Brand-new
replacement iPad despite no insurance and the cracked screen being entirely
my fault.” Anna’s experience is not unique. It happens quite often. It’s not
secret inside information. Anyone who monitors Twitter can see it.
On the same day that Anna posted her experience, “Rob” tweeted, “My
mom dropped her iPhone in water, fried the hardware, and the Apple Store
gave her a brand new one on the spot.” When a customer buys an iPhone at
the Apple Store, the device comes with a limited one-year warranty. It covers
stuff that’s Apple’s fault—like defects in materials—and doesn’t cover the
stuff that’s your fault—like “cosmetic damage’ ” (broken glass, dents) or
damage caused by “accidents” or “liquid contact.” In other words, if you drop
your new iPhone in the toilet, you’re out of luck, and Siri, the iPhone 4S
personal assistant, can’t help you. So how could Anna and Rob’s mom get
their devices replaced? The answer will tell you everything you need to know
about attracting, retaining, and motivating A-players, people at the top of
their game.
