The Apple Experience
Secrets to Building Insanely Great Customer Loyalty
By: Carmine Gallo
Published: March 8, 2012
Format: Hardcover, 256 pages
ISBN-10: 0071793208
ISBN-13: 978-0071793209
Publisher: McGraw-Hill
"If your employees are not trained, personable, and passionate about the brand,you'll have no change of building a company that delivers an Apple quality experience", writes Forbes columnist Carmine Gallo, in his transformational and idea filled book The Apple Experience: Secrets to Building Insanely Great Customer Loyalty. The author shares the secrets that created the legendary Apple customer experience, and describes how to incorporate those same principles into any organization.
Carmine Gallo presents a comprehensive overview of the core principles that Apple designed into their organizational culture. These key values are the secret to Apple's extraordinary retail success. Apple touches the customers through its already engaged and passionate employees. The author points out that the engaged and enthusiastic employees are not an accident either. Their passion is part of Apple's designed culture. New employees are hired at Apple for attitude, and not for aptitude. Caring deeply about people is far more important in a job applicant than any level of computer knowledge. Apple understands that skills can be taught, but personality and enthusiasm can not be instilled through training or experience.
Carmine Gallo (photo left) demonstrates how Apple inspires their internal customers within the organization, and that inspiration and passion are transferred to serve the external customers, facilitating the magical Apple customer experience. the stage is then set for Apples magic to touch people's lives. The powerful and passionate vision of Steve Jobs, of enriching lives, resonates through every part of the Apple culture. For both Apple internal and external customers, the experience is deeply emotional in the same way as a religious experience moves people's spirit. This richly charged event creates meaning and purpose for all who are touched by Apple's magic.
Carmine Gallo provides a series of important insights into each of the three components of Apple's customer-centered model. With these concepts in place, the entire organization is transformed in a very fundamental way. The three principles of customer-centric service work together, forming a self reinforcing and strengthening process that permeates the entire organizational culture. The Apple way of thinking and behaving become second nature to everyone involved, whether they are internal customers, external customers, or the stage being set to engage the mind and spirit of the customers. This total immersion into the Apple culture develops powerful passion and loyalty to the company, its products, its service, and its overall cultural experience.
For me, the power of the book is how Carmine Gallo provides a powerful series of insights into the overall Apple customer focused experience.. The author shows how the Apple magic works through three crucial pillars that operate in harmony to enrich the lives of everyone touched by Apple. The author emphasizes that the concept of excellence of service is built right into the very fabric of Apple, and permeates every aspect of the organizational culture. The employees exude the Apple vision of customer-centric service, and that enthusiasm spawns loyal and evangelistic customers as well.
Carmine Gallo points out that the Apple experience model is not unique to that company. The author provides examples and case studies of other companies that have borrowed the Apple model, and even contributed to Apple's ideas of excellence of experience. Carmine Gallo demonstrates that the Apple model of designing customer service superiority into the organizational fiber can be done by any company regardless of industry. With the Apple magic transferred into an easy to understand process, any company can take full competitive advantage of the Apple service model.
I highly recommend the insightful and game changing book The Apple Experience: Secrets to Building Insanely Great Customer Loyalty by Carmine Gallo, to any organizational leaders who are serious about building a customer focused company culture. This book offers a step by step system for achieving the Apple standard, that will put your company far ahead of any competitors.
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