Page 188 - The Apple Experience

days, and she still doesn’t think I’m spending enough time with

her.

Customer: If I saw my kids once a week I’d be happy! (Daughter

rolls her eyes and smiles at salesperson.)

Salesperson: Doris (salesperson would have learned customer’s
name early in the conversation), I’m going to show you

something. Brittany (daughter), while I’m with your mom,
would you go over to that phone right over there and if it rings,

please answer it. Now, Doris, pick up the iPod Touch and tap
the icon that says FaceTime.

At this point the salesperson has Doris FaceTime the other device.

Brittany answers, and mother and daughter can see and hear each other.
Doris is thrilled. As they chat away the salesperson explains FaceTime and

how it works over Wi-Fi without the need for a phone plan. It was the only

wow moment the customer needed. Doris walked out that day with an 8 GB

$200 iPod Touch. But again, this wow moment could not have played out

had the salesperson not followed the five steps of service.

Wowing My Daughters

My daughters, Josephine and Lela, were ages six and four when I brought

them to an Apple Store for the first time. It was such a magical experience

for all of us I’ll never forget it. I even took photos of the girls playing on

iPads and texted the pictures to friends. The girls enjoyed wow moments and
so did their dad.

I did not intend to shop at the Apple Store on that night. It was a chilly,

rainy Saturday, so the mall was especially packed. My wife and I had just

taken the girls to play on the mechanical rides conveniently located next to