<html>
<head>
<meta http-equiv="content-type" content="text/html; charset=ISO-8859-1">
</head>
<body text="#000000" bgcolor="#FFFFFF">
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style><head>
<style></style>
<table class="backgroundTable" width="100%" bgcolor="#ffffff"
cellpadding="0" cellspacing="0">
<tbody>
<tr>
<td valign="top" align="left">
<table cellpadding="0" cellspacing="0">
<tbody>
<tr>
<td style="border-top: 0px solid rgb(0, 0, 0);
border-bottom: 1px solid rgb(255, 255, 255);
background-color: rgb(255, 255, 255); text-align:
center;" align="center"><span style="font-size:
10px; color: rgb(96, 96, 96); line-height: 200%;
font-family: verdana; text-decoration: none;">Email
not
displaying correctly? <a
href="http://www.oplin.org/4cast/"
style="font-size: 10px; color: rgb(0, 0, 255);
line-height: 200%; font-family: verdana;
text-decoration: none;">View
it in your browser.</a></span></td>
</tr>
<tr>
<td style="border-top: 0px solid rgb(51, 51, 51);
border-bottom: 0px solid rgb(255, 255, 255);
background-color: rgb(255, 255, 255);">
<center><a href=""><img id="editableImg1"
src="cid:part2.03080107.07090002@oplin.org"
title="OPLIN" alt="OPLIN 4Cast" align="middle"
border="0"></a></center>
</td>
</tr>
</tbody>
</table>
<table style="width: 763px; height: 877px;"
bgcolor="#ffffff" cellpadding="20" cellspacing="0">
<tbody>
<tr>
<td style="font-size: 12px; color: rgb(0, 0, 0);
line-height: 150%; font-family: trebuchet ms;"
valign="top"
background="http://www.oplin.org/4cast/wp-content/themes/4cast/images/kubrickbgwide.jpg"
bgcolor="#ffffff">
<p><!-- Make sure you modify the 4Cast title in this section -->
<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #289: Lessons
from Apple</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">July 3rd, 2012</span></p>
<!-- Begin copy of Web Source here -->
<p style="text-align: justify;font-size: 16px;
font-family: arial; line-height: 110%;"><img
class="alignleft wp-image-2852" title="success"
src="cid:part4.00090405.09070503@oplin.org"
alt="" width="120" height="120">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 <em>do</em> 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.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://techland.time.com/2012/05/07/six-reasons-why-apple-is-successful/">6
reasons Apple is so successful</a> (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."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.ifoapplestore.com/db/2012/01/26/ex-vp-using-apple-experience-to-remake-penney/">Ex-VP
using Apple experience to remake Penney</a>
(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.'"</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://27gen.com/2012/03/31/setting-the-stage/">Setting
the stage</a> (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."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.forbes.com/sites/carminegallo/2012/05/16/apple-stores-secret-sauce-5-steps-of-service-video/">Apple
Store's secret sauce: 5 steps of service</a>
(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."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Sales
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">The
average Apple Store has sales per square foot of
$6,116 per year according to <a
href="http://retailsails.com/2012/04/25/an-apple-a-day-the-incredible-growth-at-apple-retail-stores/">Retail
Sails</a>, while the average mall store sells
only $350 per square foot.
</div>
<div style="text-align: left;"> </div>
<!-- End paste of web source here --> </td>
</tr>
<tr>
<td style="" solid="" background-color:="" rgb(255,=""
255,="" 255);="" >="" valign="top" width="760"
background="http://www.oplin.org/4cast/wp-content/themes/4cast/images/kubrickbgwide.jpg"><span
style="font-size: 10px; color: rgb(96, 96, 96);
line-height: 100%; font-family: verdana;">
<hr><!-- Begin standard subscription verbiage -->
<div style="text-align: justify;">The <strong><em>OPLIN
4cast</em></strong>
is a weekly compilation of
recent headlines, topics, and trends that could
impact public
libraries. You can subscribe to it in a variety
of ways, such as: <br>
</div>
<div style="text-align: left;"> </div>
<ul>
<li style="text-align: justify;"><strong>RSS
feed.</strong>
You
can receive the OPLIN 4cast
via RSS feed by subscribing to the following
URL:
<a class="moz-txt-link-freetext" href="http://www.oplin.org/4cast/index.php/?feed=rss2">http://www.oplin.org/4cast/index.php/?feed=rss2</a>.
</li>
<li style="text-align: justify;"><strong>Live
Bookmark.</strong>
If you're using the Firefox
web browser, you can go to the 4cast website
(<a class="moz-txt-link-freetext" href="http://www.oplin.org/4cast/">http://www.oplin.org/4cast/</a>) and click on the
orange "radio wave" icon
on the right side of the address bar. In
Internet Explorer 7, click on
the same icon to view or subscribe to the
4cast RSS feed. </li>
<li style="text-align: justify;"><strong>E-mail.</strong>
You
can have the OPLIN 4cast
delivered via e-mail (a'la OPLINlist and
OPLINtech) by subscribing to
the 4cast mailing list at
<a class="moz-txt-link-freetext" href="http://mail.oplin.org/mailman/listinfo/OPLIN4cast">http://mail.oplin.org/mailman/listinfo/OPLIN4cast</a>.
</li>
</ul>
</span> </td>
</tr>
<tr>
<td style="border-top: 0px solid rgb(255, 255, 255);
background-color: rgb(255, 255, 204);" valign="top"
width="760"
background="http://www.oplin.org/4cast/wp-content/themes/4cast/images/kubrickfooter.jpg">
<br>
</td>
</tr>
</tbody>
</table>
</td>
</tr>
</tbody>
</table>
<title>OPLIN 4Cast</title>
<style>
.headerTop { background-color:#FFFFFF; border-top:0px solid #000000; border-bottom:1px solid #FFFFFF; text-align:center; }
.adminText { font-size:16px; color:#0000FF; line-height:200%; font-family:verdana; text-decoration:none; }
.headerBar { background-color:#FFFFFF; border-top:0px solid #333333; border-bottom:0px solid #FFFFFF; }
.title { font-size:20px; font-weight:bold; color:#000000; font-family:arial; line-height:110%; }
.subTitle { font-size:11px; font-weight:normal; color:#000000; font-style:italic; font-family:arial; }
.defaultText { font-size:12px; color:#000000; line-height:150%; font-family:trebuchet ms; }
.footerRow { background-color:#FFFFCC; border-top:0px solid #FFFFFF; }
.footerText { font-size:10px; color:#996600; line-height:100%; font-family:verdana; }
a { color:#0000FF; color:#0000FF; color:#0000FF; }
</style>
</body>
</html>