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The Apple Experience: Secrets to Building Insanely Great Customer Loyalty / Edition 1
     

The Apple Experience: Secrets to Building Insanely Great Customer Loyalty / Edition 1

4.5 2
by Carmine Gallo
 

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ISBN-10: 0071793208

ISBN-13: 9780071793209

Pub. Date: 04/06/2012

Publisher: McGraw-Hill Professional Publishing

Praise for THE APPLE EXPERIENCE

"There are three pillars of enchantment: likability, trustworthiness, and quality. The Apple experience is the best modern-day example of all three pillars. Carmine's book will help you understand and implement the same kind of world-class experience."

--Guy Kawasaki, author of Enchantment and former

Overview

Praise for THE APPLE EXPERIENCE

"There are three pillars of enchantment: likability, trustworthiness, and quality. The Apple experience is the best modern-day example of all three pillars. Carmine's book will help you understand and implement the same kind of world-class experience."

--Guy Kawasaki, author of Enchantment and former chief evangelist of Apple

"Carmine Gallo explains beautifully and simply just what makes the Apple retail experience so successful. No matter what kind of business you are in, there are insanely valuable lessons in this book!"

--Garr Reynolds, author of Presentation Zen and The Naked Presenter

"At its core, this book is not about Apple. It's about delivering the best experience possible."
--Tony Hsieh, New York Times bestselling author of Delivering Happiness and CEO of Zappos.com, Inc.

"An exciting resource for any business owner in any country who wants to reimagine the customer experience."

--Loic Le Meur, CEO, LeWeb

"Why can't other retail experiences be as great as an Apple store's? Not only does Carmine Gallo answer that question brilliantly, but he shows precisely how to make sure your customers never ask it about your business."

--Matthew E. May, author of In Pursuit of Elegance and The Laws of Subtraction

"Carmine Gallo gets to the magic of Steve Jobs: Touching people's lives. This simple, yet delightful vision should be at the heart of every retail interaction in the world today."

--Peter Steinlauf, Chairman, Edmunds.com

"This magnificent collection of insights illuminates the way for anyone who wants to create a truly great experience, whether in retail, service, or software. "

--Dan Roam, author of The Back of the Napkin and Blah Blah Blah

Reinvent your business to deliver Apple-like customer satisfaction and profits

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 customercentric 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.

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Product Details

ISBN-13:
9780071793209
Publisher:
McGraw-Hill Professional Publishing
Publication date:
04/06/2012
Edition description:
Net
Pages:
256
Sales rank:
193,915
Product dimensions:
6.10(w) x 9.10(h) x 1.00(d)

Table of Contents

Contents

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The Apple Experience: The Secrets of Delivering Insanely Great Customer Service 4.5 out of 5 based on 0 ratings. 2 reviews.
DallasMarks More than 1 year ago
If you’ve never ventured into an Apple Store, today’s announcement of new Apple laptops might make you want to visit. And a visit to an Apple Store is quite an experience. While not every location is as visibly dramatic as Apple’s Fifth Avenue store in New York City with it’s impressive glass cube, Apple Stores are always located in the most fashionable retail locations. But what is it about these stores that can make the most die-hard Android or Blackberry fan want to buy a MacBook Pro, a new iPhone, or an iPad? The Apple Experience by Carmine Gallo is the third book of a “trilogy” that includes The Presentation Secrets of Steve Jobs and The Innovation Secrets of Steve Jobs. The focus of this title is about the inner workings of Apple’s retail stores, which generate more revenue per square foot than any other retailer. But Apple hasn’t reached lofty revenue goals by focusing exclusively on revenue. In fact, the Apple retail store concept was widely ridiculed almost immediately as the first store opened in 2001. Instead, the focus of Apple’s retail stores is “enriching lives”. Apple understands that customers don’t just want to purchase a computer. Customers want to know how to use a computer to achieve their goals. A key lesson that Apple learned in the development of their retail concept was to look outside of their industry for inspiration. So instead of looking at Gateway Computer, whose retail stores were permanently closed in 2004, Apple instead looked to the Four Seasons Hotel. And just as Apple looked to other sources for its inspiration, so has author Carmine Gallo. So while Apple’s logo graces the cover and many of the book’s major themes, he also profiles companies such as AT&T, Lush, Starbucks, and Zappos. The 256-page book is organized into three parts: Inspiring Your Internal Customer, Serving Your External Customer, and Setting the Stage. I expected the book to focus on typical retail concepts like selling skills or product placement. But I was surprised that Mr. Gallo devotes nearly 90 pages to Inspiring Your Internal Customer – your employees. Hiring and training are a big part of creating the Apple experience. At first glance, it might seem like this book is only relevant to people working in the retail industry. But I'm an IT professional that helps non-technical users as part of my job. I found a lot of the concepts directly applicable to my job and recommend the book to anyone who needs to provide superior customer service, regardless of industry.
Anonymous More than 1 year ago