New Book Explains Apple’s Retail Principles

March 19, 2012

In the world of bloggers, there is no end to the articles that try to list, summarize and explain Apple’s retail store business secrets, especially related to customer service, and how they can be mastered by other companies. But in reality, all of Apple’s so-called secrets are well-known principles of business. Instead, the challenge at mastering Apple-like customer service is combining and coordinating the retail principles through a unified company and personnel culture. Now a new book provides the best explanation yet of this retail culture and how other companies can take advantage of it to improve their own results. The Apple Experience: Secrets to Building Insanely Great Customer Loyalty (McGraw-Hill) by Carmine Gallo starts from the beginnings of the Apple retail chain, and marches through the process of hiring employees, building customer trust, developing a customer feedback loop and more.

The 256-page book covers every element of business and customer service, laying out Apple’s principles accompanied by anecdotes that reinforce the how and why. Each chapter ends with a “Checkout” list that summarizes the key points for success.

In one chapter Gallo advises to “empower your employees,” an authority that Apple store employees frequently use at the Genius Bar to delight visitors who have product problems. He explains the Apple stores’ five steps of service represented by the acronym A.P.P.L.E., and explain how they apply in the real world of business, retail or otherwise.

Chapter titles from other sections of the book hint at its thoroughness : Create Wow Moments, Eliminate the Clutter, Sell the Benefit. Gallo also delves into the physical world to explain why the retail stores themselves are places that people want to visit again and again.

Gallo has written two previous books about Steve Jobs and his talents (innovation and presentation skills), and this book rounds out that knowledge base, collecting the wisdom and experience of Apple in one place, plainly explained.

The book is available now as both a hardcover and Kindle edition (no iBook edition yet).

Disclaimer: I am mentioned in the book and was consulted by the author during the writing process. I also received a review copy of the book. — Gary Allen

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