The Apple Experience: Secrets to Building Insanely Great Customer Loyalty

PART I

INSPIRING YOUR INTERNAL CUSTOMER

The most important component to the Apple experience is that the staff isn’t focused on selling stuff. It’s focused on building relationships and trying to make people’s lives better.

—Ron Johnson

When the Apple Store celebrated its tenth anniversary, the majority of media articles credited its success to products and design, but as Ron Johnson has pointed out, those are only a small piece of the experience puzzle. If your employees are not trained, personable, and passionate about the brand, you’ll have no chance of building a company that delivers an Apple quality experience.

Sadly, many companies rank low on the customer satisfaction index because their employees are discouraged, disillusioned, and ...