Page 84 - The Apple Experience

extends beyond profits, a legacy of caring about customers and employees and
about the kind of company you have built, a legacy of enriching the lives you

touched, NPS is an indispensable tool,” says Reichheld. Anyone can sell
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products. Most do it badly because they don’t care about leaving a legacy.

They don’t care about enriching lives. Steve Jobs cared about legacy. Jobs told

Isaacson, “I hate it when people call themselves entrepreneurs when what

they’re really trying to do is launch a start-up and then sell or go public so

they can cash in and move on. They’re unwilling to do the work it takes to
build a real company, which is the hardest work in business. That’s how you

really make a contribution and add to the legacy of those who went before.

You build a company that will stand for something a generation or two from

now.” If you want to build a brand that awes people and a company that
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lasts, you must hire the right people, create the right culture, and constantly

provide feedback for that culture to survive.

CHECKOUT

1. Create daily opportunities for feedback between you and your team. Check your

egos at the door. Everyone must feel comfortable and confident giving and taking

feedback. Ask them to be “authentic,” and they might surprise you with their
input.

2. Design opportunities to solicit feedback from your customers after the

transaction takes place. Apple doesn’t ask for feedback on the sales floor. This
can be as simple as an e-mail survey or a brief phone call. Above all, the most

important question to ask is, “On a scale of 0 to 10, how likely is it that you will
recommend our product/service/company?”

3. Learn more about the importance of feedback and the NPS customer satisfaction

score. Read The Ultimate Question by Fred Reichheld.