The Apple Customer Experience
The huge promise of the Apple brand, of course presents Apple with an enormous challenge to live up to. The innovative, beautifully-designed, highly ergonomic, and technology-leading products which Apple delivers are not only designed to match the brand promise, but are fundamental to keeping it.
Apple fully understands that all aspects of the customer experience are important and that all brand touch-points must reinforce the Apple brand.
Apple has expanded and improved its distribution capabilities by opening hundreds of its own retail stores in key cities around the world, usually in up-market, quality shopping venues.
As it has developed the iPhone business, Apple has hugely increased its retail reach through the retail outlets of the telco companies. Apple has also increased the accessibility of iPads and iPods through various resellers that do not normally sell computers, and has increased the reach of its online stores.
The very successful Apple Retail stores give prospective customers direct experience of Apple's brand values. Apple Retail visitors experience a stimulating, no-pressure environment where they can discover more about the Apple family, try out the company's products, and get training and practical help on Apple products at the shops' Guru Bars. Apple retail staff are helpful, informative, and let their enthusiasm show without being brash or pushy.
The overall feeling is one of inclusiveness by a community that really understands what good technology should look and feel like - and how it should fit into people's lives.
The Apple Customer ExperienceThe huge promise of the Apple brand, of course presents Apple with an enormous challenge to live up to. The innovative, beautifully-designed, highly ergonomic, and technology-leading products which Apple delivers are not only designed to match the brand promise, but are fundamental to keeping it.Apple fully understands that all aspects of the customer experience are important and that all brand touch-points must reinforce the Apple brand.Apple has expanded and improved its distribution capabilities by opening hundreds of its own retail stores in key cities around the world, usually in up-market, quality shopping venues.As it has developed the iPhone business, Apple has hugely increased its retail reach through the retail outlets of the telco companies. Apple has also increased the accessibility of iPads and iPods through various resellers that do not normally sell computers, and has increased the reach of its online stores.The very successful Apple Retail stores give prospective customers direct experience of Apple's brand values. Apple Retail visitors experience a stimulating, no-pressure environment where they can discover more about the Apple family, try out the company's products, and get training and practical help on Apple products at the shops' Guru Bars. Apple retail staff are helpful, informative, and let their enthusiasm show without being brash or pushy.The overall feeling is one of inclusiveness by a community that really understands what good technology should look and feel like - and how it should fit into people's lives.
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