Page 75 - The Apple Experience

real pleasure. Of course, the journalist in me came out, and I asked her as
many questions as she asked me.

“How long have you been working here?” I asked.

“Only six months.”

“Did you work in another retail store? A technology company?” I asked.

“You seem to know a lot about operating systems.”

“It’s funny,” she said. “I had never worked in retail, and I didn’t know

much about computers. But I loved Apple products. I had taken some One to
One classes, and my goal is to be a Creative (Creatives are the instructors

who teach personalized classes in the store). I remember there were about

one hundred people in my first interview. A few were arrogant and thought

they’d nail the job because they knew so much about Apple products. But

Apple is different. They weren’t looking for technical knowledge. They hire

for passion and personality. I’m really proud to work for a company that cares

about its customers.”
“I can see that,” I responded. “You could have fooled me. I would have

thought that you’ve been selling Apple products your whole life.”

“I’ve been here six months, and I still get feedback every day. We have

discussions at the end of every shift. I’ll tell them all about this lovely

interaction. Thanks for coming in and making my day!”

Carla made me feel good. I had a smile on my face, and I couldn’t believe

how outgoing and friendly she was. Carla represents the next generation of

customer service. But if it wasn’t for the consistent feedback Carla—a

Specialist—received from her manager, her natural friendliness would not
have been channeled into creating a strategic advantage in the industry.

I must say, the customer service at Apple is great. They really helped me get
everything I needed for my purchase. —Stephen M.