Page 102 - The Apple Experience

that’s what employees are told. The truth is harder to come by. The
department store’s employees must get multiple levels of permission, all the

way up to district manager. Since my friend’s district manager takes days to

respond to a phone call or e-mail, she knows that offering a $20 gift

certificate is fruitless. So she doesn’t.

Now don’t expect to just walk into an Apple Store and get your broken

device replaced because you read it in this book. Remember, Apple hires

“fearless” employees. If you show up and demand a replacement because you
heard that someone else had a device replaced, an employee will probably

remind you about the warranty and what it covers. Apple employees treat

customers with respect, but fearless employees command respect in return.

Now you know what’s behind a Tweet such as this one: “Apple Store

responded to my screen-shattered, out-of-warranty iPhone 4 by handing me

a new one. Customer service so high it’s embarrassing.” Empower your

employees to embarrass themselves every now and then.

I love how reasonable Apple is. They have strict policies, but they know how to make
good exceptions. —Joel K.

The Engagement Crisis

Empowered employees have higher levels of “engagement,” meaning they are
emotionally connected to their jobs and dedicated to providing the highest

customer service. But as we’ve discussed, most employees are uninspired and

disengaged. Less-engaged employees are more likely to leave an organization,

leading to rising turnover costs, lower productivity, and growing disruptions.
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I’m not sure how companies with disengaged employees can even stay in

business. They will certainly never offer Apple-style customer service.

Commentators praise Apple’s success in retail by citing foot traffic, design,