The Apple Experience: Secrets to Building Insanely Great Customer Loyalty

CHAPTER 9

Reset Your Customer’s Internal Clock

Customers shouldn’t think of your business as a place to buy a product or use a service. It should be a fun place to be!

—Richard Branson

Time slows down in a busy Apple Store. Employees work on a noncommissioned floor, which means there is no pressure to sell you a product quickly and to show you the door. By reducing the pressure customers feel when they’re in the store, Apple has built the world’s most profitable retail experience. It’s astonishing that more businesses haven’t caught on to this very simple principle! Some retail employees work for stores that do not have a commission structure but their bonuses are contingent upon meeting quotas. Managers at Apple Retail Stores know the monthly ...