Page 73 - The Apple Experience

questions will help an employee be present the next time she’s with a
customer.

The immediate feedback loop can help any brand create a richer, more

satisfying experience between staff and customers. The Apple philosophy

applies to any business, in any industry. For example, most employees

working behind the counter of an ice cream store want nothing more than to

scoop an ice cream into a cone and get the customer on his way before it

melts. But a fearless feedback loop will greatly improve the quality of the
employee’s next interaction. The Apple approach would be for the manager

to ask probing questions of the employee: “What other experiences did you

introduce to the customer? Did you ask, ‘What do you normally order when

you come here?’ Did you recommend anything based on the customer’s

requests or desires?” This feedback could lead to a richer experience because

the frontline employee will be more involved in building relationships. The

next conversation might go like this:

Employee: Welcome to Yummy Ice Cream. We’re glad you’re
here.

Customer: It’s hot out there! I’m not surprised that you have a
line out the door.

Employee: It sure is. I hear it’s going to be close to 100 degrees

today. We certainly have some great flavors to help cool you
down. Tell me, what’s your favorite ice cream?

Customer: I know it’s simple, but I really like vanilla.

Employee: Awesome. I love vanilla, too. Have you tried Cherries

Jubilee? It’s a vanilla-based ice cream with a twist—we add

chocolate and cherries. Not only that, it’s served in our waffle