Apple understands customers, so can you (2023)

No one can argue with Apple's success when it comes to delighting its customers, and although it's never a good idea for any retailer to 100 percent copy another brand's strategy there are several things that retailers can learn from the electronics retailer. Mike Wittenstein outlined a few of them Monday in his presentation called "The Apple-ization of Retail" at the Retail Customer Experience Executive Summit in Chicago.

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Here are highlights of the strategies:

Use a blueprint: All employees, whether they interact with customers or run things in the back of the store, must be on the same page. They must have the same goal, which is to deliver the best possible customer experience.

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Check people in, not out: Apple greets its customers as they enter the store and provides product information based on their need as opposed to trying to make a huge sale. Instead of trying to sell every customer the latest, most expensive tablet, Apple employees will delve into what the shopper's intended use is. For example, is he just using it to surf the Internet or does he want to watch movies?

And this is done before the shopper is checking out, not while he is paying, which is what most retailers do. Starting a dialogue at the end of the customer experience is pointless, because at that point the retailer can't offer any help.

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Reduce the customer's effort: Apple has a "smart button" near each product that customers can push when they need help. They don't have to wait for someone to approach them, or seek out an employee when they need help.

Don't sell; let them buy: Apple has done such a great job of making customers feel like it cares about their needs that when customers are ready to buy they buy Apple. Sales associates don't have to be pushy or try to make hard sales.

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Read more about customer experience.


How does Apple understand their customers? ›

Apple uses NPS to get credible customer feedback on the brand. Just after making a purchase, the company sends a survey to the client, asking them to assess the level of satisfaction and the likelihood of recommending the products to friends.

How Apple improve customer satisfaction? ›

In addition, they offer extensive product warranty coverage and 24/7 customer support. These policies help to ensure that customers are always satisfied with their purchase, no matter what. As a result, Apple's focus on relieving purchasing anxiety is a big part of why they have such a high NPS.

How does Apple attempt exceed customer expectations? ›

A Brand Built on Innovation. One of Apple's biggest selling points is its unique hardware and software. The main reason they manage to offer products like that is because they focus on innovation. By that, we don't mean they just create products that are new.

How does Apple make their customers feel? ›

They make the consumer feel good about themselves

This is probably one of the biggest reasons why people love Apple. It's because they make the consumer feel like they're somehow a better person for having the product. The story that they convey throughout their marketing is a powerful one.

Why does Apple focus on the customer experience? ›

The customer experience strategy of Apple focuses on super-persuasive marketing for building strong Apple customer engagement. Building an effective Customer engagement is a subjective matter, but buyers love Apple products and become loyal customers.

What is Apple's customer service strategy? ›

Instead of simply throwing money at ads, Apple has implemented a long term customer first strategy. The aim is to build a genuine relationship with customers and reduce customer churn. For example, employees at an Apple store do not have sales targets. Instead, they're trained to engage visitors and sell the A.P.P.L.E.

What is Apple's customer satisfaction? ›

In 2022, Apple and Samsung received an American customer satisfaction index score of 80 out of 100 for cellular telephone/smartphone manufacturers/brands in the United States.

Does Apple care about customers? ›

There's a reason why Apple is a leader in not only technology but customer service too. They actually provide the vehicle(s) needed to service their customers' needs. It's not based on what Apple wants but on what their customers' need.

What are the key factors that make Apple successful? ›

The reason behind that—and behind Apple's success—is that its devices are beautiful to look at and a pleasure to use. That's why the company has such a powerful brand and lofty stock valuation. The marketing helps, and the media and fan frenzy never hurt.

How does Apple satisfy their employees? ›

Apple frequently gives every employee gifts ranging from the iPod shuffle to the iPhone. Even the storefront employees attend a considerable number of learning opportunities, team events, and activities, which allows them to keep their motivation high. Apple uses these events to reward and recognize its achievers.

What motivates consumers to buy Apple products? ›

One of the biggest reasons people love their Apple products is because they can actually get better with time. Every single year Apple drops a new version of iOS, giving iPhone users access to new features and updates free-of-charge. Apple is also great about supporting iPhones for the long haul.

What are Apple's core values? ›

Tim Cook on Apple core values

We believe that we're on the face of the Earth to make great products. We believe in the simple, not the complex. We believe that we need to own and control the primary technologies behind the products we make. We participate only in markets where we can make a significant contribution.

What are the 5 key aspects of Apple's customer centricity strategy? ›

The following are the top five lessons that all brands can learn from Apple.
  • Customer-Centric Mastery. Apple always has been all about the customer. ...
  • Brand Ambassadors. Apple understands the value of turning customers into brand ambassadors. ...
  • Real-World Connection. ...
  • Aspirational Lifestyle. ...
  • Brand Equity.
Oct 15, 2019

Why is customer experience important? ›

Why is great customer experience important? Positive customer experience is a way of standing out from competitors. As more brands compete for public attention and more options are readily available, CX provides a way to put your product and brand at the forefront.

Why is Apple having such a profound impact on the retail store experience? ›

Apple's retail stores are also one of the key drivers that catapulted the brand into the most valuable brand in the world. The moral of the story is: having greater control of your brand's customer experience can have a profound impact. Apple was able to do this when it launched its retail stores.

What is Apple's strategic focus? ›

Apple business strategy consists of the following four elements: Focus on product design and functionality. Strengthening Apple's ecosystem. Improving consumer service experience.


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