The employees act like servants when they’re really kings of customer service.
—Carolyn DiPiero, Apple customer
Carolyn DiPiero, a retired schoolteacher living in Modesto, California, walked into an Apple Store in August 2011 and had such a magical experience she had to share it with me. DiPiero had never used a Mac, but after her first visit to an Apple Store, she was turned into a customer and an avid evangelist.
For fifteen years DiPiero had been sharing a PC at home with her husband, and she finally decided to get a laptop of her own. But the decision wasn’t easy at first. Her kids were divided on the topic. DiPiero’s daughter was a Mac user but her son, a PC user.
“Why should I buy a PC?”1 DiPiero asked her ...