Ron Johnson, ex-Vice President of Retail Operations at Apple, recently posted a blog on Harvard Business Review. The blog talks about the importance of customer service and customer experience. Johnson recently became CEO of J.C. Penney, and is hoping to rework his retail magic once again.
The Apple Store’s success is largely accredited to Johnson’s emphasis on customer service. Johnson had personally interviewed every Apple Store manager and had been involved in the interior design of each store. Johnson also pioneered the Genius Bar, a technical support station located in every store, which deals with a customer’s technical problems.
The article also mentions that people pay for the “Apple Store experience.” The article states that consumers go to the Apple Store, rather than say, Future Shop, because of the customer service. I partially agree with this statement, for the store’s employees do not work on commission. Instead of focusing on selling many products, employees are encouraged to build long-term relationships with customers. At the same time, though, other retailers like Best Buy, for example, do not have commission. I feel that some Apple enthusiasts go to the Apple Store simply because of their high loyalty.
Word count: 195