This video was produced by the staff of an Apple Retail Store as an entertaining way to teach Apple's customer service strategy. That strategy, based on one from the Ritz Carlton hotel -- widely acknowledged as the gold standard in customer service -- allows Apple Retail Store employees to assist customers without pressuring them to buy.
As Apple products generally sell themselves, the theory is that employees merely need to present the proper solutions to the customer based on their needs. Uncovering those needs is key to completing the sale and creating satisfied customers or "promoters" in Apple Store parlance.
The Apple Steps of Service, as taught during Core Training, which every new hire at Apple goes through:
A - Approach the customer with a "warm welcome"
P - Position, Permission, Probe -- Tell the customer what you want to do, ask permission, and then ask them questions to determine their needs.
P - Present the appropriate product solution that fits their needs.
L - Listen to their concerns.
E - End with a fond farewell and an invitation to return.
There are also the three A's -- three steps used with the "L" above to help alleviate customer concerns.
A - Acknowledge that their concerns are valid.
A - Align with the customer, agreeing that you would feel the same were you in their shoes.
A - Assure the customer that you will be able to solve their problem to their satisfaction.
The video, which was well-received by employees at an all-hands store meeting, was posted by former Apple employee Kyle Sisson as part of his editing portfolio. It is a brief look into the back of house, where much of the video was filmed, an unusual occurrence at the intensely private Apple Store.
Update: The video has been removed.
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