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Tuesday, July 01, 2014

Apple’s Genius Bar: Where the Extraordinary Happens

Written by  Duane Bailey

I recently made a reservation for an appointment at an Apple Genius Bar. I had been away for a week and noticed my iPhone was running progressively slower as the week wore on. As I was preparing to return home, I decided it was time to have an Apple Genius take a look at it.

When the time of my appointment had arrived, I walked into the Apple store and was greeted by an Apple Genius. With an iPad in hand, he asked me about my iPhone and how he could help. He ran some diagnostics and concluded my iOS 7 operating software needed an upgrade. He backed up my iPhone and then proceeded with the upgrade. After a few moments, he came by to check on my progress.


I told him the upgrade was complete and that I had decided to upgrade 11 of my apps while I was there, as well. He smiled and encouraged me to take as much time as I needed. When all of the upgrades were complete, I tested the iPhone and its normal speed had returned. I walked over to the Genius Bar technician who had helped me and asked what I owed him. He smiled and said, "Just a good handshake."

While these activities are considered fairly routine and could have been done by me at home, what made my tech support experience with Apple extraordinary is the fact that he never even mentioned it. The Genius simply wanted to help me. There were no excuses, no obstacles and no costs. Where other manufacturers might have provided me with a toll-free tech support number to call, Apple provided me with a personalized in-store tech support experience. Where other manufacturers would have insisted I complete these functions on my own, Apple did them for me. And where others might have asked for a credit card number to bill, Apple merely asked for a handshake.

My interaction with the Apple Genius Bar this week exceeded my expectations in so many ways that it served to deepen my connection with the brand and its technology. Deeper connections differentiate brands and allow them to retain me and other users as loyal customers.

Is the tech support experience your brand is providing like the one I received with Apple, where the extraordinary happens and customer connections are deepened with every interaction? Or, is it like those other experiences I mentioned where the opposite is true? If the answer is like those others, it may be time to think differently about your customer experience.



Duane Bailey

Duane Bailey

Duane Bailey is a regular contributor to The Chief Storyteller® online conversation. He has helped organizations of all sizes drive growth in revenues and market share through the development and delivery of key business messages that resonate with target audiences. He holds an MBA in International Business and a BS in Marketing. He brings 28 years of experience in marketing communications and high technology sales.

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