Page 93 - The Apple Experience

Employee: OK, I’ll take care of the next customer while you’re

thinking.

Scenario 2: Ice Cream Parlor

Employee: Have you chosen the flavor of ice cream you’d like to

enjoy today?

Customer: No, I haven’t.

Employee: Do you like chocolate, vanilla, or strawberry?

Customer: Oh, chocolate. I love chocolate.

Employee: So do I! Our flavor of the month is dark chocolate

brownie. It’s the richest chocolate in the store, and it’s loaded
with real brownie chunks. Please take your time, and I’ll assist

the next customer in line while you’re deciding.

In Customer Experience, researchers discovered the customer emotions that

drive or destroy value. Emotions that destroy value are irritation, hurriedness,

neglect, and frustration. Emotions that build value are trust, happiness,

pleased state, and care. Multitasking leaves everyone feeling as though they
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have been acknowledged, served, and cared for. That helps build trust,
happiness, and pleasure. It’s the Apple way.

The Apple Store is insanely awesome. You leave the place happy. —Carlos B.

Master Multitasking in Three Steps

My wife, Vanessa Gallo, manages our practice, Gallo Communications
Group, where we provide communication skills coaching to some of the

world’s most admired brands. She has a master’s degree in developmental