Page 183 - The Apple Experience

ask Siri, “Are there other smartphones?” Siri’s response: “There are other
smartphones?”

Some Apple Specialists will turn it into a game with a group of

customers. A Specialist demonstrating Siri to one customer might notice

another customer watching and encourage the second customer to participate

in the fun. Pretty soon the second customer is wowed, and a third, a fourth,

and so on. Siri is one example where shared wow moments have even more

impact than private moments. The employee plays an important role in the
narrative.

It’s also important to customize wow moments for the customer. An

Apple employee recently shared with me a time when he was talking to a

business professional about the iPhone 4S and he encouraged the customer

to ask Siri about a business project. The employee explained that Siri

understands what you say and what you mean. The customer proceeded to

describe a concept he had for a business. “Tell me about other companies
with similar ideas,” he asked Siri. The personal assistant took a couple of

minutes to return a response, but it gave the customer an answer that left the

man in awe. The customer probed deeper. He would ask questions such as

“What are the legal ramifications?” and so on. Siri would respond, “I have

what I believe is your answer,” and provided a link to a legal website. Both

employee and customer were pleasantly surprised. Both were learning about

Siri’s capabilities at the same time. The customer had experienced a wow

moment, and the employee had a new wow moment he could replicate with

another customer.
If the business customer had simply picked up the phone, the sale might

never have happened, because (1) he might not have considered having a

conversation with the phone, and (2) he would not have thought of asking

Siri business-related questions. Instead, the customer learned that Siri could