Apple have one-fifth the number of stores as Best Buy, but makes 5 times the sales per store. And Apple customers keep coming back for more, with a loyalty rate of over 90%. What makes Apple so successful? The secret may be in their customer service model, based on the hospitality standard of Ritz-Carlton’s 5 Diamond hotels.
When Apple decided to open its own brick-and-mortar stores, it sent all its store manager to Ritz-Carlton’s hospitality training, which emphasizes guest-experience, personalized service, and anticipating guests’ needs. The Ritz hospitality model starts with warm, sincere greeting, followed by high-quality service and a fond farewell. It emphasizes using each guest’s name to show a personal touch. Ritz-Carlton employees even have the freedom to spend $2,000 to guarantee a guest’s experience is a positive one.
In the Apple store, customers are similarly greeted with a warm smile, and addressed by name. Apple stores are even designed to mimic a hotel, with the Genius Bar in place of a concierge station, and plenty of pleasant distractions to occupy your time while you wait for a service. Visits are scheduled ahead of time so employees are always available to meet with customers, and check-out is simplified by bringing a credit card reader right to the customer.
Other tech stores are taking note of Apple’s success, and copying their features. Microsoft allows customers to set appointments and Samsung has a device available for customers to explore while they wait. While much of retail sales are shifting online, consumers still value personalized, welcoming service.
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Your business can benefit from following Apple’s example, whether it’s by greeting your customers by name or letting them schedule a time to talk. Show your customers a genuinely welcoming experience, and don’t be afraid to offer up a few distractions.
Learn more in this infographic:
Infographic Courtesy of Hospitality Management Degrees
