A number of articles lately have attempted to convey the full measure of Apple’s unprecedented streak of business success. Perhaps the most mind-blowing factoid about the company’s value came yesterday from Kontra, via Twitter: At the time of his tweet, Apple’s market capitalization had exceeded that of Google, Facebook, Microsoft, and Amazon—combined.
One reason for that phenomenal success is, of course, Apple’s products. Another is its customer service, namely the Genius Bar, where bright-faced young geeks win customers’ hearts and build brand loyalty that Apple’s competitors can’t match.
How do they pull off this “high-touch” approach? Gizmodo this week reported on a leaked copy of Apple’s training manual for Genius Bar employees. Sam Biddle summarizes: “Sales, it turns out, take a backseat to good vibes—almost the entire volume is dedicated to empathizing, consoling, cheering up, and correcting various Genius Bar confrontations.”
To wit, a section of the manual under the subheading “Empathy Exercise 2—Techniques” introduces “The Three Fs: Feel, Felt, and Found.” A sample conversation from the handbook:
Customer: This Mac is just too expensive.
Genius: I can see how you’d feel this way. I felt the price was a little high, but I found it’s a real value because of all the built-in software and capabilities.
This tactic dovetails nicely with the section of the manual on things to avoid saying and doing. For instance: “Do not apologize for the business [or] the technology.” Instead, empathize: “I’m sorry you’re feeling frustrated,” or “too bad about your soda spill accident.”
Biddle’s fascinating post on the manual is worth reading in full. But while he reads Apple’s tactics as outlandish and creepy, if brilliant, I’d just call them brilliant. Of course the company wants employees to address tech problems without trash-talking Apple’s own products. Of course it wants them to make customers feel valued while not forgetting that the ultimate goal is to part them from their money. These are things that every company wants, and they are skills that come instinctively to great salespeople.
To read more visit: Slate.com
Source:
http://opportunistmagazine.com/the-brilliant-genius-bar-manual-that-teaches-apple-employees-how-to-manipulate-customers-name/