Page 157 - The Apple Experience

for her and not try to sell her the most expensive model. Remember, Steve

Jobs once said that he doesn’t give customers what they want. He gives them
what they need.

 Alba never made an effort to connect with any of us emotionally. She never

asked for Patty’s name, my name, or anything about Patty’s six-year-old
granddaughter who was sitting right next to us laughing and giggling as she

was playing on an iPad. She could have at least said, “Your granddaughter
can play on your husband’s iPad when she comes to visit!”

I convinced Patty to do some other shopping, get her head together, and

return later to the Apple Store with the hope that we could score a Specialist
who had had better training. This time we were greeted by Jessica, who had

been trained in the five steps of service. The experience for Patty was wildly

different and far more satisfying.

When It Went Right

Patty: I want to get an iPad for my husband. Can you just tell

me a little about them?

Jessica: Absolutely. Sure. No problem. The great functionality of
the iPad is how portable the device is. You can surf the web, play

games, check e-mails, take pictures, store movies—there’s a

whole lot you can do.

Patty: He loves to search the Internet and to play games. But I
want to get him on the couch next to me instead of going in the

other room to play his online poker.

Jessica: Exactly (laughing). This will do the trick! Do you have a
wireless Internet connection?