Page 92 - The Apple Experience

Carmine: Well, despite all of the multimedia currently on my

computer, it still only takes up 75 GB on my hard drive. So I
think I’ll be OK with 128 GB of storage. (Although the

Specialist is handling another transaction, she is maintaining eye

contact with me and nodding in agreement. She is still actively
engaged in the primary conversation.)

Customer 3: Well, that was easy. Thanks.

Specialist: No problem. Thanks for coming in. We’ll see you

next time. (Apple employees end conversations with an
invitation to continue the relationship, which we will discuss

more in Part II.)

Specialist: Carmine, it sounds like you’ve made up your mind. I
think you’ll be very happy. I can’t wait to hear about your

experience. Before you leave, I’ll give you my card so you can

contact me with any questions. (By giving a customer a card with
a name and number on it and inviting the customer to extend the

relationship, employees can turn someone from a “satisfied”
customer into a “promoter.”)

Let’s return to the example of the ice cream parlor to see how the Apple

experience translates into another, non-computer-related field. Here are two

scenarios of how a customer interaction might play out. The first is

conducted by a typical, nonmultitasking employee juggling multiple

customers. The second scenario is an example of effective multitasking.

Scenario 1: Ice Cream Parlor

Employee: Have you made up your mind?

Customer: No, I haven’t.