Page 138 - The Apple Experience

CHECKOUT

1. Study the five steps of service. Review Apple’s five steps of service and evaluate
how you could incorporate each step in your business whether you run a physical

location or a virtual service.

2. Train your staff to follow the five steps. If you manage staff, hold training sessions
on the five steps of service. Develop mock scenarios where employees play the

roles of the customer and the salesperson. Show them what the five steps really

look and sound like. Send them the list, but don’t forget to practice and model
the behavior, too.

3. Conduct your own research. Start observing the difference for yourself. Walk into

an Apple, LEGO, or AT&T retail store, and watch the interactions. See how
those interactions compare to other stores that do not follow the model.