Yesterday's edition of www.retailwire.com, the National Retail Federation's newsletter, featured a discussion on how service had become the marketing mantra for Apple Stores. In the pre-discussion article, writer Tom Ryan points out that customer service, once a weak point in the Apple marketing plan, has become one of the company's "strategic assets."
Ryan cites an article in Advertising Age by Pete Blackshaw, the vice-president of Nielsen Online Digital Strategic Services. Blackshaw writes that "Apple's 'service is marketing' mantra offered three lessons for other retailers looking to build loyalty by solving their customer's problems." The three lessons are:
1. Service is marketing: "As marketers struggle to 'engage' consumers, service may well be the easiest and most gratifying starting point -- and one with high sales conversion potential."
2. Problems are opportunities: "Tech support is an emotional experience -- so why not capitalize on that insight by openly and enthusiastically solving problems, giving reassurance and showing compassion for the pain and frustration. A satisfied consumer might just buy something else while making the trip."
3. Employee authority and passion aids selling: "When employees 'walk the talk' in using the product they sell, credibility goes up -- and credibility drives persuasion. Passion and evangelism also move the needle."
Blackshaw also describes Apple Store employees as being "extremely familiar with the product," "liking their jobs," and having a certain level of "geeky yet accessible passion."
I have a MacPro laptop computer and have had to buy accessories and programs at the Apple Store in Toronto's Sherway Gardens. Here are a few things I know about the experience: The store is always busy; there is always a staff member to help you; these staff members can answer any question you have about their products and if they can't, another staff member can; and Apple products are some of the priciest goods in the tech market. Wouldn't it be good for your business to be the apple of your customers' eyes?
Comments (1)
Hey ! Love your blog thanks for sharing it with me
Posted by Shelby Thomas | September 27, 2010 2:31 PM
Posted on September 27, 2010 14:31