Page 91 - The Apple Experience

Specialist: No problem. I’ll come back to check on you. (The

Specialist now “owns” the relationship. You will learn more
about owning the customer relationship in Part II.)

Specialist (turning back toward me): I see you’re holding the
eleven-inch MacBook Air. Can you believe how thin and light it

is? Pretty cool, isn’t it?

Carmine: It is. But I think the screen is too small for me. I like
the thirteen-inch model better.

Specialist: I can see why you would like it. It sounds like you’re

on the road a lot and you’re not always plugged in to a larger

display. (The Specialist repeatedly referred to our previous
conversation, demonstrating that she did, indeed, listen to me.)

By this point in the conversation, another Specialist, “Sam,” had arrived

to help Customer 2. But while we were discussing my decision, a third

customer interrupted our conversation. Interruptions occur frequently at the

Apple Store, and although some customers can be rude, Apple employees

treat everyone with a smile and a friendly greeting. If the employees are

irritated, they don’t show it. I’ll continue with my observations:

Customer 3: Excuse me. I just came in to buy these headphones.
Where can I go to ring it up?

Specialist: I can help you here and get you on your way. I just

need your credit card. (Apple employees carry EasyPay devices,

specialized mobile checkout systems.)

Specialist (turning toward me as Customer 3 is fumbling for
credit card): Have you decided between the 128 GB or the 256

GB model?