Page 79 - The Apple Experience
P. 79

customers would hardly be able to contain their excitement and would spread
                    the word. Apple customers would be its best sales force. Johnson embraced

                    NPS to measure how successful Apple was creating customer advocates.

                        According to Reichheld, Apple Store employees know where they rank

                    among their peers in terms of NPS and where their store ranks relative to

                    other stores in the region. Promoters are celebrated.

                                 Apple Store managers recognize employees who create

                                 promoters of their customers; some stores even put photos of
                                 these employees next to the promoter’s comment text, and then

                                 scroll them across a large-screen TV monitor in the employee

                                 break room. Meanwhile, Apple’s central NPS team analyzes
                                 customer feedback from all the stores to understand the

                                 systemic reasons for promoters’ enthusiasm. Though you might
                                 expect that the primary source of enthusiasm was Apple’s

                                 amazing products or its cool store design, by far the most
                                 common reason promoters give for their happiness is the way

                                 store employees treated them.
                                                              7
                        The higher the NPS, the closer Apple employees are to reaching their

                    goal of enriching lives.

                                 Apple began measuring NPS in 2007 when there were 163

                                 stores. The NPS score was  58. Today, with well over 350

                                 stores, Apple’s NPS score tops 70 percent and some of the best
                                 stores rank above 90 percent, a remarkable achievement.
                                 “Where a typical electronics store might record $1,200 per

                                 square foot in sales, mature Apple stores exceed an estimated

                                 $6,000 per square foot. This is by far the highest productivity
                                 in retailing of any kind.”
                                                         8

                        Johnson realized that only passionate employees who were promoters
                    themselves could ever transform customers into promoters, and that’s why
   74   75   76   77   78   79   80   81   82   83   84