Page 144 - The Apple Experience

If you asked the customer in this scenario how long he had waited for a
salesperson, what do you think his answer would be? Ten minutes? Wrong.

He would say, “Two or three minutes.” It’s because he was greeted

immediately, and the manager, the “owner” of the relationship returned to

reset his internal clock. Once the manager tells the customer that he is next

in line or he will have to wait three minutes for assistance, the customer

perceives that he has waited only a few minutes to be served. He leaves the

store thinking, Great service. Fast and efficient!
This concept of resetting internal clocks is such a critical component of

the Apple experience, that it is discussed constantly at Apple stores.

Managers are consistently watching and coaching employees to reset clocks.

If every retail store had customer service like Apple, the world would be a better
place. —Michael M.

How to Lose $70,000 in Five Minutes

Failing to reset clocks could cost you business. Most people hate the

experience of buying a car because they feel pressured by commissioned

salespeople. Instead of resetting clocks, their clocks get overwound! My close

friend Tim and his wife, Denise, had the opposite experience at a car

dealership, but equally as frustrating.
Tim and Denise ended up buying a new Mercedes because someone at

another dealership, Audi, had not followed the Apple steps of service nor

reset their internal clocks. Tim and Denise had no knowledge of the Apple

steps of service; all they knew was that their experience at the dealership had

been so horrible that they left, went to a competitor, and bought a car that

day. But after listening to their story, it was obvious that failing to follow