Leaders, keep in mind that the language you use with your employees makes a big difference in how they view their roles and, by extension, on the service they provide your customers. Remarkably, by doing so, they move a large number of products. For example, according to the Apple memo, when a customer makes an appointment to try the Apple Watch, an “expert” will take that customer on a personalized “journey.” Employees are coached on building relationships, not on moving the highest number of products. The words Apple Store leaders use to train employees to talk about the Apple Watch avoids traditional sales lingo. Customers want to build relationships with people they can trust and who either 1) offer solutions to their problems or 2) make their lives more enjoyable. They understand that on an emotional level people don’t want to buy stuff. In my experience speaking with leaders of customer service brand champions (Virgin, Zappos, Starbucks, Apple Store), I hear very little about “selling” products because these leaders are students of human psychology. “It’s focused on building relationships and trying to make people’s lives better.” It’s by focusing on building relationships that has made the Apple Store the most profitable retailer per square foot on the planet. “ The most important component to the Apple experience is that the staff isn't focused on selling stuff ,” said one Apple Store senior leader. The steps of service work because customers are not “consumers.” They are people and people want to buy from someone who makes them feel special, someone who takes the time to give them a unique and personalized experience. Photographer: Chris Ratcliffe/Bloomberg via Getty Images The watch is officially available April 24.

Apple Inc.'s Covent Garden store in London, U.K., on Friday, April 10, 2015. In my experience, when a company implements steps of service consistently with all customer-facing employees in each and every customer interaction, service scores improve dramatically.Ī customer tries the different functions of a new Apple Watch smartwatch during a preview event at. I've seen the steps work like magic for a wide range of companies in different categories. “Are you looking for a watch that is more casual or formal?”Īfter studying the Apple Store model and speaking to former Apple leaders, I believe the steps of service technique is an ideal model for any brand that wants to build customer loyalty. “How do you see yourself using the Apple Watch?” “What interests you most about Apple Watch?” “Probing” questions are along the lines of the following: Then, highlight the ways Apple Watch will add value to their life.” Step 3 is also critical because a salesperson cannot listen for cues or make recommendations if they haven’t asked the right questions. Employees are trained to “Listen for cues that reveal what they care about. The memo focuses primarily on step 4: Listen.

Apple store philadelphia