Page 87 - The Apple Experience

clear that Apple employees were indeed juggling multiple customers while
making each one feel important.

DiPiero acknowledged that her experience ultimately led to her decision

to buy a Mac instead of a PC. She was so overjoyed she developed this

APPLE acronym to describe her experience, which she sent me in an e-mail:

A is for awesome. The staff listens, directs, and instructs.

P is for pristine. The store has a clean, uncluttered appearance.

P is for patience. The helpful and friendly staff take their time
with customers.

L is for learned. Employees know their stuff, and they educate
customers, too.

E is for energetic. Employees survey, greet, and respond to
customers as soon as they enter.

Developing multitaskers can bring your company to the next level. Don’t
make the mistake of believing that an employee who is good at putting out

one fire after another is a good “multitasker.” That’s not multitasking. Too

many people equate multitasking with juggling multiple projects. If you

juggle five projects at the same time and they all turn out badly, then what

good does it do you? The same applies to customer communication. If you’re

proud of yourself for handling three customers at the same time, but none of

them are likely to recommend your service to others, then what good does it
do your organization? You might have answered their questions, but you

failed to turn them into promoters. True multitasking is accommodating

three customers and making them all feel special.