Reinvent your business to deliver Apple-like customer satisfaction and profits.
GsD Summer Term 1
Survey of Customer Experience Literature
Author: Carmine Gallo
Synopsis: Apple Stores earn more money per square foot than any other retailer. At the core of Apple’s success and intense customer loyalty, however, aren’t just “Insanely Great” products, but great people who are informed, empowered, and motivated to deliver an unbeatable customer experience.
In The Apple Experience, internationally bestselling author Carmine Gallo details the principles and practices behind this total commitment to the customer and explains how your brand can achieve outstanding results by delivering this same high standard of service.
Carmine Gallo interviewed professionals at all levels who have studied Apple, and he spent hundreds of hours observing the selling floor in Apple’s retail space and learning about Apple’s vision and philosophy. Using insights and data from these sources, he breaks down Apple’s customer-centric model to provide an action plan with three distinct areas of focus:
- Inspire Your Internal Customer with training, support, and communications that create a “feedback loop” for improving performance at every level
- Serve Your External Customer with irresistible brand stories and dedicated salespeople who embody the APPLE five steps of service– Approach, Probe, Present, Listen, End with a fond farewell
- Set the Stage by ensuring that no element is overlooked in creating an immersive retail environment where customers can see, touch, and learn about your products
With The Apple Experience, you can improve the return on your investment in retail by adding real value to every customer interaction. Better still, any business that deals with people–employees or customers–can adopt the techniques to achieve Apple-like market dominance by enriching lives, building loyalty, and reimagining the customer experience.
About the author: Carmine Gallo is the communications coach for the world’s most admired global brands. A former anchor and correspondent for CNN and CBS, Gallo is a popular keynote speaker and has worked with executives at Intel, Cisco, Chevron, Hewlett-Packard, Coca-Cola, Pfizer, and many others. Gallo writes “My Communications Coach,” a regular column for Forbes.com. He has written several internationally bestselling and award–winning books, including The Innovation Secrets of Steve Jobs, The Presentation Secrets of Steve Jobs, and The Power of foursquare.
Guestology – the art and science of knowing and understanding your guests – is a term originated by Bruce Laval of the Walt Disney Company. The use of GsD is a tongue-in-cheek acknowledgment that organizations who really want to understand and deliver a WOW Guest Experience need to study the best practices and principles in use today, and then adapt them to the context of their own environment.
the GsD (Doctor of Guestology) journey: Summer 2013