Page 65 - The Apple Experience

encourage the employee to provide feedback and communicate more openly
(as you will learn more about in Chapter 5).

Clarify Expectations

Trustworthy managers disclose expectations right at the start. They never

assume that everyone knows what’s expected of them. Apple employees know

that they are expected to walk through the Apple five steps of service

(discussed in Part II).

Expectations must be set for customers, as well. For example, customers

will often show up at the Genius Bar at an Apple Store to ask questions or
have repairs made. If they show up without an appointment, an Apple

employee might set expectations: “We can accommodate you this time, but if

you come in next time without an appointment, we might not be as lucky.

Do you know how to make an appointment online? If not, I’d be glad to

show you.” I’ve seen customers walk into an Apple Store and complain that

they can’t get served immediately (or they voice their complaint on their

social networks, like Twitter and Facebook). I believe that if these customers
had been served before without having expectations set for next time, they

come to expect immediate service and they get angry if they don’t get it.

Setting proper expectations can resolve these types of issues.

As discussed earlier, Disney is another brand known for creating a unique

customer experience. Both Apple and Disney hire for attitude and

personality, but both brands have very different expectations when it comes

to a person’s appearance. According to Disney’s website, its Walt Disney
parks have become famous for a friendly, classic appearance—the Disney

look. The look is clean, natural, and unpolished and avoids cutting-edge

trends or extremes. The Disney website has a long list of requirements that

covers body alterations, hair, fingernails, and makeup. If you don’t care to