How Steve Jobs created the “soul” for the Apple Store: Copying a 5-star hotel, Genius Bar is the most important place, 10 people visit 9 people back

At five-star hotels, the story of excellent service mostly comes from the interaction with the front desk, where the “consultants” never put too much emphasis on sales and force customers to spend more. The Apple Store has learned that way.

The Value of an Apple Store

With the introduction of the iPod in 2001, Apple gradually gained a foothold in the technology market. But Steve Jobs also recognized a “dark” future, when Apple had to depend on retail partners, carriers like AT&T and supermarkets like Best Buy, Walmart, and Target.

Apple is always confident in its “super product”, but if it does not control the distribution process to users, the iPod and iPhone will also be like dozens of other brands “spreading” on the market.

A friend of Steve’s suggested renting out a warehouse to experiment with different store designs, and after a while, the Apple team came up with a draft of a store where users could explore and shop. use products in the most natural way, instead of using high-rise shelves like electronic stores.

“5 star” store

After “closing” the store design, Steve shifted his focus to the service experience and began surveying potential customers in Silicon Valley.

The majority of respondents confirmed that their best customer service memories came from hotels, not electronics stores. And not every hotel leaves an impression, but it must be a 5-star hotel, like the Ritz-Carlton or the Four Seasons.

Moreover, the story of excellent service mostly comes from the interaction with the front desk, where the “consultants” never put too much emphasis on sales and force customers to spend more, especially when the introduce tours or buy tickets to visit.

Steve has realized that the front desk staff is always trying to solve the customer’s needs, they are always there and always ready to help. And those characteristics have been “copied” on Apple’s Genius Bar model.

At the Genius Bar, customers can get technical support, learn more about Apple products, or learn how to harness the strengths of each Apple device.

Another borrowed concept is “demand prediction”, as the hotel not only focuses on solving the individual needs of each guest, but also anticipates future needs to provide appropriate service. fit.

For example, serving entrepreneurs by equipping meeting rooms and work areas with print, fax, and email capabilities with Internet connectivity.

To get Genius Bar support, customers can book an appointment and note their needs, Apple staff will arrange staff with the right expertise to serve and greet customers as soon as they arrive. Step in and quickly solve their problem.

This process not only increases the speed of customer service, but also helps the gods receive attention from the beginning to the end, ensuring the process is not interrupted, causing loss of sympathy for the brand.

Apple employees – The face of the brand

Apple customer service personnel receive extensive product training and soft skills, including product features, troubleshooting and repair, as well as effective communication skills, the ability to conflict resolution. Apple employees are encouraged to continue to learn and develop their knowledge and skills over time.

In which, every employee knows the APPLE rule by heart:

– Approach : Greet customers with warmth with a personal element.

Probe: Politely probe to identify customer needs.

– Present : Provide solutions to customers, preferably within a day.

– Listen: Listen and address any problems or concerns.

– End: End with goodbye and an invitation to come back.

Whether customers visit an Apple Store to buy a new iPhone or repair a broken laptop, they receive personalized service from the moment they walk into the store until it’s done.

Contrary to other retail locations, where the salesperson only advises and then “hands over” them through the checkout area, the Apple Store will keep an employee to help customers solve all the problems they have. meeting.

Bringing a great experience, many analysis sites evaluate that Genius Bar will convince many customers to return to shop at the Apple Store, specifically, with a satisfaction rate of up to 90%.

As of now, Apple has opened 507 stores with more than 60,000 retail employees. According to the latest statistics, Apple Store is bringing in more than 55,000 USD per year per square meter of store area, far exceeding many other brands in the market.