Page 173 - The Apple Experience

Apple employee helping a customer in the background glances at her once
and then returns to talking to the customer about the iMac.
2
The funniest thing about these videos is really not the song and dance but

the customers and employees in the background. In most cases the employees

smile and walk right by to help other customers just as they did with Justine.

Since Apple employees are hired for personality themselves, they understand

the desire that people have to express themselves. Obviously if someone is

terribly disruptive, the person will be asked to stop the behavior or to leave
the store, but more often than not Apple customers get away with it. Apple’s

goal is to be the leader in customer service worldwide, and if that means the

stores act as vehicles through which customers express themselves and their

individuality, so be it.

Apple Store Employees Talk About the Experience

In the United Kingdom, Apple Store employees created a video to discuss

what it means to them personally to work for the brand. Their responses are

very instructive and reinforce some of the core concepts in this chapter and

this book.

 “The most important thing we do is making sure each customer that comes
in gets the best experience possible”—Mark, Expert

 “The Apple Retail Experience is about the desire to connect with people. It’s

not to just sell a product but to invest in relationships.”—Eliza-Jane,
Specialist

 “When you sign on you are getting to be a part of something larger. We are
part of the pioneers who actually make a difference in people’s lives.”—John,

Business Manager