Page 80 - The Apple Experience

feedback is so critical between employees and managers. Both must feel
comfortable about bringing up issues that might impact the NPS ranking.

Apple is so serious about internal promoters, it developed a Net Promoter for

People (NPP) system. Under NPP, store employees are surveyed every four

months to determine whether or not they would recommend the store as a

great place to work. Yes, profits are important. But profits won’t appear

unless you first enrich lives, and that includes the lives of your employees.

Measuring Customer Feedback

A few minutes after I left an Apple Store having purchased a Macbook Air, I

received an e-mail with the subject line: “Share your thoughts on the Apple

Store.” It explained that Apple would like my feedback to make my next visit
even better. The e-mail said it would take five minutes to fill out the survey.

The survey is facilitated by a third-party, independent market research firm,

but the questions are all based on NPS.

The first two pages of the Apple feedback form asked simple questions to

determine what type of product I had purchased and whether I bought it

online or in the store. Page three is where it became interesting with the

following questions:

“Overall, how satisfied were you with your most recent experience at the

Apple Store?” The score reflected a 0 to 10 scale: 0 = Not at all satisfied, 5 =
Neutral, and 10 = Extremely satisfied.

The next question was the ultimate question: “How likely are you to

recommend the Apple Store to a friend or family member?” Again, 0 means

“Not at all likely” and 10 means “Extremely likely.”

Page four asked questions such as, “How did this particular visit influence

your likelihood to recommend the Apple Store?” It also contained an open