The Apple Experience: Secrets to Building Insanely Great Customer Loyalty (33 page)

Chapter 6: Develop Multitaskers

1.
Carolyn DiPiero, Apple customer, in discussion with the author, November 3, 2011.

2.
Colin Shaw, Qaalfa Dibeehi, and Steven Walden,
Customer Experience: Future
Trends & Insights
(NY: Palgrave Macmillan, 2010), 122.

3.
Vanessa Gallo, business manager of Gallo Communications Group, in discussion with the author, October 1, 2011.

4.
http://www.todaysworkplace.org/2010/07/06/extreme_customer_service/

Chapter 7: Empower Your Employees

1.
ifoAppleStore.com
, “10th Apple Poster,”
http://www.ifoapplestore.com/db/10th-anniversary-poster/
(accessed December 31, 2011).

2.
Nikki Blacksmith and Jim Harter, “Majority of American Workers Not Engaged in Their Jobs,” Gallup, October 28, 2011,
http://www.gallup.com/poll/150383/Majority-AmericanWorkers-Not-Engaged-Jobs.aspx
(accessed December 31, 2011).

3.
The Ritz-Carlton, “Service Values: I Am Proud to Be Ritz-Carlton,” The Ritz-Carlton website, About Us, Gold Standards,
http://corporate.ritzcarlton.com/en/about/goldstandards.htm
(accessed December 31, 2011).

4.
Carmine Gallo,
Fire Them Up!: 7 Simple Secrets to Inspire Colleagues,
Customers, and Clients; Sell Yourself, Your Vision, and Your Values; and Communicate with Charisma and Confidence
(NY: John Wiley & Sons, Inc., 2007), 103–104.

5.
Daniel Pink,
Drive: The Surprising Truth About What Motivates Us
(NY, Riverhead Books, 2009), 9.

6.
Ibid., 35.

7.
Ibid., 134.

8.
Jack Welch,
Straight from the Gut, Jack Welch
(NY: Warner Business Books, 2001), 29.

9.
Gallo, op.cit., p. 151.

10.
Ibid., 152.

11.
Ibid., 153.

12.
Stanford University, “ ‘You’ve Got to Find What You Love,’ Jobs Says,”
Stanford Report
, June 14, 2005, Steve Jobs Commencement Address, delivered on June 12, 2005,
http://news-service.stanford.edu/news/2005/june15/jobs-061505.html
(accessed January 30, 2009).

PART II: SERVING YOUR EXTERNAL CUSTOMER

Chapter 8: Follow Apple’s Five Steps of Service

1.
Yukari Iwatani Kane and Ian Sherr, “Secrets from Apple’s Genius Bar: Full Loyalty, No Negativity,”
The Wall Street Journal
, June 15, 2011,
http://online.wsj.com/article/SB10001424052702304563104576364071955678908.html
(accessed December 31, 2011).

2.
Jay Baer, “70% of Companies Ignore Customer Complaints on Twitter,” Jay Baer’s Convince & Convert,
http://www.convinceandconvert.com/social-media-monitoring/70-of-companies-ignore-customer-complaints-on-twitter/
(accessed December 31, 2011).

3.
Carmine Gallo, “The New AT&T Customer Service Experience,”
Forbes,
October 5, 2011,
http://www.forbes.com/sites/carminegallo/2011/10/05/the-new-att-customer-service-experience/
(accessed December 31, 2011).

Chapter 9: Reset Your Customer’s Internal Clock

1.
Vanessa Gallo, “Play Offense, Not Defense When You Make a Customer Service Blunder,” Customer Service Stinks, Gallo Communications, November, 11, 2010,
http://gallocommunications.com/2010/11/11/play-offense-not-defense-when-you-make-a-customer-service-blunder/
(accessed December 31, 2011).

Chapter 10: Sell the Benefit

1.
Patty Cook, Apple customer, in discussion with the author, December 14, 2011.

2.
ifoAppleStore.com
, “10th Apple Poster,”
http://www.ifoapplestore.com/db/10th-anniversary-poster/
(accessed December 31, 2011).

3.
Wikipedia, “Apple A5,”
http://en.wikipedia.org/wiki/Apple_A5#cite_note-3
(accessed December 31, 2011).

Chapter 11: Unleash Your Customer’s Inner Genius

1.
Carolyn DiPiero, Apple customer, in discussion with the author, November 3, 2011.

2.
YouTube, “Sexy Dance Time!”
http://www.youtube.com/watch?v=VoyYYU6JUXY
(accessed December 31, 2011).

3.
YouTube, “Working in Apple Retail,”
http://www.youtube.com/watch?v=CMj6G6ZALSw&feature=related
(accessed December 31, 2011).

4.
Simply Hired, “Apple Customer Service Rep, at Home,” Simply Hired job description, posted December 27, 2011,
http://www.simplyhired.com/job-id/f4fobndq33/apple-customer-jobs/
(accessed December 31, 2011).

5.
Ron Johnson, “What I Learned Building the Apple Store,”
Harvard Business
Review
, November, 21, 2011,
http://blogs.hbr.org/cs/2011/11/what_i_learned_building_the_ap.html
(accessed December 31, 2011).

Chapter 12: Create Wow Moments

1.
Macintosh unveiling 1984; Jobs quote.

2.
YouTube, “Apple Music Event 2001—The First Ever iPod Introduction,”
http://www.youtube.com/watch?v=kN0SVBCJqLs&feature=related
(accessed January 30, 2009).

3.
YouTube, “Macworld 2007—Steve Jobs Introduces iPhone—Part 1,”
http://www.youtube.com/watch?v=PZoPdBh8KUs&feature=related
(accessed January 30, 2009).

4.
YouTube, “iPhone 4S—Full Apple Keynote—Apple Special Event, October 2011 (Full),”
http://www.youtube.com/watch?v=dhdmZ7iNZYo
(accessed December 31, 2011).

5.
Jim Nicholas, president, FRSTeam, in discussion with the author, October 5, 2011.

Chapter 13: Rehearse the Script

1.
YouTube, “Apple iPad 2 Keynote, Special Event, 2nd March, 2011 by Steve Jobs [Full]-[HQ]”
http://www.youtube.com/watch?v=o3M8w6x-HTU
(accessed December 31, 2011).

2.
Apple Press Release, “Apple Launches iPad 2,” Apple Press Info, March 2, 2011,
http://www.apple.com/pr/library/2011/03/02Apple-Launches-iPad-2.html
(accessed December 31, 2011).

3.
YouTube, “Apple-iPad 2-TV Ad—We Believe,”
http://www.youtube.com/watch?v=tyEpaPEbjzI&feature=results_main&playnext=1&list=PL1819FC4D7ACCA678
(accessed December 31, 2011).

4.
YouTube, “iPhone 4S—Full Apple Keynote—Apple Special Event, October 2011 (Full),”
http://www.youtube.com/watch?v=dhdmZ7iNZYo
(accessed December 31, 2011).

Chapter 14: Deliver a Consistent Experience

1.
YouTube, “An Emotional Tribute to Steve Jobs at Ginza Apple Store in Tokyo Japan (ID-1133),”
http://www.youtube.com/watch?v=tmIHOcR97WI
(accessed December 31, 2011).

2.
Ron Johnson, “What I Learned Building the Apple Store,”
Harvard Business
Review
, November, 21, 2011,
http://blogs.hbr.org/cs/2011/11/what_i_learned_building_the_ap.html
(accessed December 31, 2011).

3.
American Express, “2011 Global Customer Service Barometer: Market Comparison of Findings,” A research report prepared for American Express,
http://about.americanexpress.com/news/docs/2011x/AXP_2011_csbar_market.pdf
(accessed December 31, 2011).

4.
Yukari Iwatani Kane and Ian Sherr, “Secrets from Apple’s Genius Bar: Full Loyalty, No Negativity,”
The Wall Street Journal
, June 15, 2011,
http://online.wsj.com/article/SB10001424052702304563104576364071955678908.html
(accessed December 31, 2011).

5.
Lior Arussy, “Exceptional Service: Customer Experience, Self-Service and the Human Interaction,” Strativity Group, Inc., 2009,
http://ct6.pagepointhosting.com/files2/exceptional_service.pdf
(accessed December 31, 2011).

6.
Carmine Gallo, “Lush: Happy People Selling Happy Soap,”
Business
Management Daily
, August 16, 2011,
http://www.businessmanagementdaily.com/13908/lush-happy-people-selling-happy-soap
(accessed December 31, 2011).

7.
http://www.forbes.com/sites/carminegallo/2011/11/11/01/business-renegade-zappos-tony-hsieh/

PART III: SETTING THE STAGE

Chapter 15: Eliminate the Clutter

1.
Jim Dalrymple and Peter Cohen, “Jonathan Ive Gives Some Insight into His Designs,” The Loop, June 11, 2009,
http://www.loopinsight.com/2009/06/11/jonathan-ive-gives-some-insight-into-his-designs/
(accessed December 31, 2011).

2.
George Beahm, editor,
I, Steve: Steve Jobs in His Own Words
(Chicago, IL: B2 Books, 2011), 93.

3.
Cliff Edwards, “Commentary: Sorry, Steve: Here’s Why Apple Stores Won’t Work,”
Bloomberg Businessweek
, May 21, 2001,
http://www.businessweek.com/magazine/content/01_21/b3733059.htm
(accessed December 31, 2011).

4.
Ibid.

5.
Ibid.

6.
A. K. Pradeep,
The Buying Brain: Secrets for Selling to the Subconscious Mind
(NY: John Wiley & Sons, Inc., 2010)
,
58.

7.
Ibid, 178.

8.
Steve Kaufman, “Happy Birthday, Apple Stores,” VMSD, July 1, 2011,
http://vmsd.com/content/happy-birthday-apple-stores
(accessed December 31, 2011).

9.
Gary Allen, blogger,
www.ifoAppleStore.com
, in discussion with the author, October 11, 2011.

10.
Carmine Gallo, “Copying Kinko’s Success,”
Bloomberg Businessweek
, July 11, 2008,
http://www.businessweek.com/smallbiz/content/jul2008/sb20080711_375397.htm
(accessed December 31, 2011).

11.
Vanessa Gallo, “Bad Breath, Dirty Toilets, and Other Ways to Piss Away Your Customers,” Customer Service Stinks, Gallo Communications, June 21, 2009,
http://gallocommunications.com/2009/06/21/bad-breath-dirty-toilets-and-other-ways-to-piss-away-your-customers/
(accessed December 31, 2011).

Chapter 16: Pay Attention to Design Details

1.
Walter Isaacson,
Steve Jobs
(NY: Simon & Schuster, 2011), 78.

2.
Ibid., 129.

3.
Ibid, 134.

4.
Ibid, 133.

5.
Ibid, 126.

6.
Steve Jobs for Fortune, “Apple’s One-Dollar-a-Year Man,”
Fortune,
January 24, 2000,
CNNMoney.com
,
http://money.cnn.com/magazines/fortune/fortune_archive/2000/01/24/272277/
(accessed December 31, 2011).

7.
http://www.forbes.com/sites/velocity/2011/10/05/yves-behar-steve-jobs-changed-my-life

8.
ifoAppleStore.com
, “10th Apple Poster,”
http://www.ifoapplestore.com/db/10th-anniversary-poster/
(accessed December 31, 2011).

9.
Starbucks Gossip, “Starbucks Chairman Warns of ‘The Commoditization of the Starbucks Experience,’ ” Starbucks Gossip, February 23, 2007,
http://starbucksgossip.typepad.com/_/2007/02/starbucks_chair_2.html
(accessed December 31, 2011).

10.
Howard Schultz with Joanne Gordon,
Onward: How Starbucks Fought for Its Life Without Losing the Soul
(NY: Rodale, 2011), 274.

11.
J. C. Ho, co-owner, Funnel Mill, in discussion with the author, December 22, 2011.

12.
Ibid.

Chapter 17: Design Multisensory Experience

1.
YouTube, “Apple—Steve Jobs Introduces the First Apple Store Retail 2001,” YouTube,
http://www.youtube.com/watch?v=OJtQeMHGrgc
(accessed December 31, 2011).

2.
ifoAppleStore.com
, “10th Apple Poster,”
http://www.ifoapplestore.com/db/10th-anniversary-poster/
(accessed December 31, 2011).

3.
IfoAppleStore.com
, “The Stores,”
http://www.ifoapplestore.com/the_stores.html
(accessed December 31, 2011).

4.
Ron Johnson, “What I Learned Building the Apple Store,”
Harvard Business
Review
, November, 21, 2011,
http://blogs.hbr.org/cs/2011/11/what_i_learned_building_the_ap.html
(accessed December 31, 2011).

5.
A. K. Pradeep,
The Buying Brain: Secrets for Selling to the Subconscious Mind
(NY: John Wiley & Sons, Inc., 2010)
,
177.

6.
Ibid., 176.

7.
Johnson, op.cit.

8.
James Fielding quote, “Disney Rebooting Its Retail Stores … La Apple,” December 10, 2011,
http://www.menafn.com/qn_news_story.asp?storyid=%7Badcb4953-cada-47e8-808e-2d3b368a0738%7D
(accessed January 22, 2012).

Conclusion: The Soul of Apple

1.
YouTube, “Apple iPad 2 Keynote, Special Event, March 2011,”
http://www.youtube.com/watch?v=TGxEQhdi1AQ
(accessed December 31, 2011).

2.
Thomas Friedman and Michael Mandelbaum,
That Used to Be Us: How
America Fell Behind in the World It Invented and How We Can Come Back
(NY: Farrar, Straus and Giroux, 2011), 78.

3.
Ibid., 133.

4.
Charlie Rose, “John Lasseter, Director and the Chief Creative Officer at Pixar and Walt Disney Animation Studios,” with John Lasseter in
Movies, TV & Theater
, December 2, 2011,
http://www.charlierose.com/view/interview/12024
(accessed December 31, 2011).

Index

ABC News
, 32

Advertising, Macintosh launch (1984), 144–145