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The Apple Experience: Secrets to Building Insanely Great Customer Loyalty (ENHANCED EBOOK)
     

The Apple Experience: Secrets to Building Insanely Great Customer Loyalty (ENHANCED EBOOK)

4.5 2
by Carmine Gallo
 

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Product Details

ISBN-13:
9780071813280
Publisher:
McGraw-Hill Education
Publication date:
05/17/2013
Sold by:
Barnes & Noble
Format:
NOOK Book
File size:
221 MB
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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