[OPLIN 4cast] OPLIN 4Cast #289: Lessons from Apple

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OPLIN 4Cast

OPLIN 4Cast #289: Lessons from Apple
July 3rd, 2012

Most public libraries do great customer service. When asked about their 
local libraries, the vast majority of people praise them, much more than 
any other government service. It helps that libraries (generally) are 
not trying to trade their services for immediate payment, though, of 
course, people do pay for libraries eventually through their taxes. But 
how would people feel about public libraries if they charged premium 
prices for their services? That's one of the interesting things about 
Apple -- they /do/ charge premium prices, yet people still flock to 
their stores. It's worth looking at some of the things they do to keep 
their customers happy, and maybe check to make sure your library is 
doing these things, too.

  * 6 reasons Apple is so successful
    <http://techland.time.com/2012/05/07/six-reasons-why-apple-is-successful/>
    (Time/Tim Bajarin) "Notice that when you go into an Apple store and
    are greeted by one of the sales staff, you're not asked, 'How can I
    help you?' Instead they ask, 'What would you like to do today?' They
    go right to the heart of any technology user's question, a question
    that's always related to what they want to do with the technology
    the user is interested in. And once you explain your needs, they
    take care of it on the spot in most cases."
  * Ex-VP using Apple experience to remake Penney
    <http://www.ifoapplestore.com/db/2012/01/26/ex-vp-using-apple-experience-to-remake-penney/>
    (ifoAppleStore.com) "[Former Apple retail chief Ron] Johnson showed
    a diagram of a typical Apple store, identifying the 'Red Zone' of
    products at the front of the store, and the 'Family Room' of
    services at the rear. He said the Red Zone is 'where the excitement
    is,' while the Family Room is where 'owners gather to learn more.'
    He explained that, 'The magic of the store that makes everyone want
    to come is all the stuff you get beyond the transaction, 'cause at
    Apple, the relationship doesn't end when you buy. That's where it
    begins.'"
  * Setting the stage <http://27gen.com/2012/03/31/setting-the-stage/>
    (27gen/Bob Adams) "According to Apple designer Jonathan Ive, 'We are
    absolutely consumed by trying to develop a solution that is very
    simple because as physical beings we understand clarity.' Though he
    was speaking about product design, this philosophy extends to the
    design of the Apple Store experience as well. In Apple's world,
    anything that detracts from the user's experience is eliminated."
  * Apple Store's secret sauce: 5 steps of service
    <http://www.forbes.com/sites/carminegallo/2012/05/16/apple-stores-secret-sauce-5-steps-of-service-video/>
    (Forbes/Carmine Gallo) "How a person feels when they end a
    transaction significantly impacts how they perceive the brand and
    whether they are likely to recommend the brand to others. For
    example, a creative teaching a workshop might say, 'I really like
    the presentation you've started with Apple Keynote. Please drop in
    again when you're close to being finished and we'll give you more
    tips on how to refine it.' Even after a purchase, it's not uncommon
    for a specialist to give a customer a business card should they have
    more questions. Above all, give your customer a reason to return."

*/Sales fact:/*

The average Apple Store has sales per square foot of $6,116 per year 
according to Retail Sails 
<http://retailsails.com/2012/04/25/an-apple-a-day-the-incredible-growth-at-apple-retail-stores/>, 
while the average mall store sells only $350 per square foot.
------------------------------------------------------------------------
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