(3 votes, average: 5.00 out of 5)
Loading ...I was recently on MSNBC talking about the WSJ article, Secrets From Apple’s Genius Bar on Apple’s training for their retail stores. You can watch the full clip here.
That’s why I was surprised to read an article on the Computerworld blog entitled, “Why Apple sets a bad example” which posited that it is not a business model/method that is transferable.
To me, that negates the laser focus Apple has had since Steve Jobs came back and diminishes the fruits of a dozen years of devotion to an exceptional retail experience.
Here are three points I found important to their success – and transferable:
1) At its heart, Apple is selling community, the other guys are just schlepping computers.
Yes you have products with high margins so you have a lot of cash to work with but let’s not forget the string of failures the company suffered embodied in the Newton (below.) Apple knew they had to change. Many brands are still waiting around hoping for the “good old days of post 9/11″ to return. Here’s a hint: they aren’t any time soon, unless you change.
2) Apple did something unique with their operation to include the four personality styles:
- For the Driver – the very best, coolest, I-got-to-have-it and show off to my friends
- For the Expressive – the products are all about how you can be customize, present and interact with a world unique to you.
- For the Amiable – it is a safe place to come together with helpful people. In fact it looks like Apple has one employee per five customers so it feels like friends helping friends.
- And of course for the Analyticals, it has all the geeky technology to backup the cool factor.
3) They also created their training program with the same creators of the Ritz Carlton training so they included a lot of attention to detail. From the explicit training manuals and hands-on time to learn the brand, to employees who’s eyes light up thinking about Apple, all are carefully crafted to deliver an exceptional experience for the customer.
Contrast that to most stores, fill out an application, shadow an employee and collect a paycheck every two weeks.
But Apple doesn’t have a patent on making things work. Have you seen the Disney Stores lately? Among other things, a girl can hold a wand and crown and her favorite princess will appear with a special message just for her. With 50% less SKUS they have created a magical place with the mantra, “We want to be the best 30 minutes in a child’s life.” Its working. Their revamped stores’ sales continue to grow .
How about Victoria’s Secret? Lululemon? Container Store? There are many in your neighborhoods as well. All of those have similar elements that are duplicatable, if you have sufficient desire to change.
So many brands are mired in mediocrity. Few are willing to throw out the old to focus on the customer. Because in the end they are afraid their jobs are at stake. And they are.
You can read the conclusion of this post here.
