CHAPTER 8

Follow Apple’s Five Steps of Service

You don’t need to stock iPads to create an irresistible retail environment. You have to create a store that’s more than a store to people.

—Ron Johnson

Walk into an Apple Retail Store, and you’ll be greeted with a warm, friendly, cheery welcome within seconds of stepping inside. Approaching customers with a warm welcome is the first of five steps employees are instructed to take to create an enriching and memorable experience for Apple Store customers. All employees know the steps of service as the acronym APPLE:

Approach customers with a personalized, warm welcome.

Probe politely to understand all the customer’s needs.

Present a solution for the customer to take home today.

Listen for and resolve ...

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