Apple Customer Service “Scripted and Coached”

Wednesday, 15 June 2011 | by Pat's Picks

Hoping to cash in on some of his retail magic, JC Penny has just hired Ron Johnson, an Apple veteran, to become its new CEO. The Wall Street Journal has a fascinating sidebar about how Apple trains its employees to get as consistent a customer service experience as possible. To the extent that they can be, the Journal says interactions with customers are scripted and coached.

The Journal got its hands on confidential training manuals, a recording of a store meeting and interviewed dozens of staff members. One of the most noticeable differences between Apple’s sales approach is that it doesn’t coach its employees to sell. Instead, they are encourage to help customers troubleshoot. Employees are told to use APPLE as a nemonic device to remember the company’s customer service policy: “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 any issues or concerns,” and “End with a fond farewell and an invitation to return.”