Apple Stores earn more money per square foot than any other retailer. At the core of Apple's success and intense customer loyalty, however, aren't just 'Insanely Great' products, but great people who are informed, empowered, and motivated to deliver an unbeatable customer experience. In The Apple Experience, internationally bestselling author Carmine Gallo details the principles and practices behind this total commitment to the customer and explains how your brand can achieve outstanding results by delivering this same high standard of service.
Carmine Gallo interviewed professionals at all levels who have studied Apple, and he spent hundreds of hours observing the selling floor in Apple?s retail space and learning about Apple's vision and philosophy. Using insights and data from these sources, he breaks down Apple?s customercentric model to provide an action plan with three distinct areas of focus:
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Inspire Your Internal Customer with training, support, and communications that create a 'feedback loop' for improving performance at every level
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Serve Your External Customer with irresistible brand stories and dedicated salespeople who embody the APPLE five steps of service-- Approach, Probe, Present, Listen, End with a fond farewell
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Set the Stage by ensuring that no element is overlooked in creating an immersive retail environment where customers can see, touch, and learn about your products
With The Apple Experience, you can improve the return on your investment in retail by adding real value to every customer interaction. Better still, any business that deals with people--employees or customers--can adopt the techniques to achieve Apple-like market dominance by enriching lives, building loyalty, and reimagining the customer experience.
Acknowledgments
Introduction : Enriching Lives
Part I : Inspiring Your Internal Customer
Chapter 1 : Dream Bigger
Chapter 2 : Hire for Smiles
Chapter 3 : Cultivate Fearless Employees
Chapter 4 : Build Trust
Chapter 5 : Foster a Feedback Loop
Chapter 6 : Develop Multitaskers
Chapter 7 : Empower Your Employees
Part II : Serving Your External Customer
Chapter 8 : Follow Apple's Five Steps of Service
Chapter 9 : Reset Your Customer's Internal Clock
Chapter 10 : Sell the Benefit
Chapter 11 : Unleash Your Customer's Inner Genius 12 Create Wow Moments
Chapter 13 : Rehearse the Script
Chapter 14 : Deliver a Consistent Experience
Part III : Setting the Stage
Chapter 15 : Eliminate the Clutter
Chapter 16 : Pay Attention to Design Details
Chapter 17 : Design Multisensory Experiences
Conclusion : The Soul of Apple
Notes
Index
