Page 137 - The Apple Experience

Like Apple, AT&T expects every customer to walk out with a smile.
Every employee in every store is expected to model the six behaviors, and if a

salesperson cannot exhibit these behaviors in every interaction, there should

be no role for that person at an AT&T store. The stores are very strict about

the training and have high expectations for each and every one of AT&T’s

26,000 employees.

Why Men Cheat and Why Brands Fail

As I was writing this chapter, I heard a radio interview on the topic of why

men cheat. A marriage counselor was giving explanations for why men stray

from their wedding vows. As I listened to the interview, I realized that

customers are disloyal to brands for the same reasons. Twenty years as a
counselor had convinced this person that men don’t cheat because the other

person is more attractive. Ninety-two percent of men said they cheated

because they felt underappreciated in their current marriage. In other words,

the other person made them feel special.

Apple and other customer service champs are successful because they

make customers feel special. They approach with a warm welcome, they ask

questions, they listen, they enhance the conversation, and they give you a

feeling of empowerment. You leave the interaction with a smile on your face,

with the confidence to conquer the world. Steve Jobs once said that life is too
short to live someone else’s dream. I would add that life is too short to hang

around people—or brands—that pull you down instead of building you up. If

you can make your customers feel appreciated, confident, and admired, they’ll

reward you with your loyalty. It’s good for marriages. It’s good for your

brand, too.