The Apple Experience: Secrets to Building Insanely Great Customer Loyalty

PART III

SETTING THE STAGE

Most of the news articles that have tried to explain Apple’s success in retail highlight the spacious, clean, and well-lit physical appearance of the stores themselves. These are all important success factors and will be addressed in this section. But please remember this: if you have not mastered the principles in Parts I and II, nothing in this section will matter.

Cosmetic changes don’t matter if you have people who don’t like their boss, don’t like their job, and can’t communicate with their customers. I decided to return to a hotel for a second time even though I didn’t enjoy my first experience. It was pricey, dated, and dirty. Most of the staffers were also unfriendly. I stayed again for only one reason—it was ...