A-P-P-L-E -- The Core of Apple's Customer Service

The secret is out. No, not how Apple is able to turn out dazzling new iPhones and iEverythings at the speed of light and create a buying frenzy that singlehandedly boosts the GNP. Rather, it’s how Apple is able to deliver its own brand of iService to match the quality and reliability of its products. 

Carmine Gallo, author of the book, “The Apple Experience,” and a recent Forbes.com article, “Apple’s Secret Employee Training Manual Reinvents Customer Service in Seven Ways,” admits even he was surprised when Gizmodo’s website leaked Apple’s secret employee training manual and its seven secrets to customer service. While it shouldn’t surprise anyone that even the most secret information shows up with regularity on the Internet, Apple has a better-than-average record on keeping information close to the vest. Well, the proverbial cat is out of the proverbial bag, and others are taking Apple’s secrets and adapting them for their own industries. The seven steps seem to be very adaptable, with Ritz Carlton and AT&T creating their own versions. And why not? Learn from the best and make it work for you.

The genius of the secret, says Gallo, is summed up in the acronym for Apple’s Five Steps of Service, cleverly crafted from Apple’s brand. While they aren’t really new, they can be given a fresh approach. To adapt them for your business, approach the steps with the customer in mind. You may know your product or service inside and out, but a customer with a smartphone or toaster oven that doesn’t work and has to call in or come to a store for service doesn’t have a clue. If it works so well for Apple, maybe your business can figure out a way to steal the secret and experience the results as well.

A – Approach customers with a personalized, warm welcome. The trick with face-to-face service is to have someone at the door who greets customers with a smile and sincere welcome. Also, they ask for the customer’s first name and use it in conversation. Names are powerful tools that build rapport and encourage a friendly conversation.

P – Probe politely to understand the customer’s needs. (Ask open and closed-ended questions.) Most customer service training includes asking questions to determine what the customer needs. The key to this service step are two other words – politely and understand. In an effort to get through a service call, some customer service agents conduct an interrogation worthy of a police lineup. Be polite. Use a friendly voice, and let the customer state his case. This is the only way you’ll understand what his needs are. By respectfully asking questions and listening for information, customer service agents can gain respect and trust.

P – Present a solution the customer can take home today. This is done well with Apple, and may take some creativity to apply to your business  Not every problem can be solved on the spot. But is there something you can offer the customer to relieve stress and provide a measure of relief before they walk out the door or hang up the phone? 

L – Listen for and resolve any issues or concerns. Sometimes customers don’t tell you everything right away. Listen for words, but pay attention to voice tone, facial expressions and body language as well. By listening and asking questions, you can uncover unexpressed issues or needs that fit your business and can become a way to present an immediate solution or an additional sale or service.

E – End with a fond farewell and invitation to return. This is all about body language and voice tone. Think sincerity. Let the customer know bringing a problem to your attention is helpful for the company to make improvements. Appreciate their time and concern. In a busy day, a customer who will take the time to give feedback is a gift. Tell the customer you appreciate their feedback and invite them to call again.

Making the customer happy to do business with you is what customer service is all about. Following these five service steps is as easy as A-P-P-L-E pie.

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