Page 133 - The Apple Experience

transaction. Some banks are closer, but I make it a point to go to this
particular location for one reason only—it makes me feel good.

The fond farewell should take place regardless of whether or not the

customer buys something. Remember, Apple is not in the business of moving

boxes. It’s in the business of enriching lives. That means if a customer leaves

the store empty-handed but with a smile on her face, her life has been

enriched and that’s what matters. It would not be unusual to hear a farewell

such as the following at an Apple Store:

Tom, thanks for coming in today. I hope you have enough

information to make your decision the next time you come in.
And we hope you come back. We had a great conversation

about college football, and you made my day. You know how
hectic things get around here, and you gave me a chance to

slow down and just be with a customer. Thanks for that. I’ll see
you next time.

In most organizations, especially retail, managers would jump all over an
employee for spending too much time with a customer—either on the phone

or in person. Former Apple Store employees have told me they never felt

pressured to end a conversation. And this makes sense if the philosophy is to

build relationships, not meet quotas.

Zappos, which receives consistently high marks for its extraordinary

customer service, has the same Apple-like approach to the fond farewell.

Zappos CEO Tony Hsieh once told me he heard about an employee who
spent two hours on the phone with a customer. Instead of asking the

employee why she had spent so much time on the phone, he simply asked if

the customer was happy. Think about that question—was the customer

happy? Hsieh did not ask, “Did you make a sale?” Hsieh is devoted to

creating a culture that delivers happiness. Apple is devoted to “enriching