The launch of the iPhone 5 last month was one of the worst kept secrets of the year. We had all seen ‘leaked’ images of the latest generation iPhone months ago and although it was never officially announced that 12th September was the unveiling date, most in the technology industry would have bet their house on it.
But although there was no surprise around the launch and the actual iPhone itself was anything but revolutionary (there has been much debate online as to what Apple are actually doing, as the iPhone 5, whilst offering new features for Apple, does not offer anything new to the market), Carphone Warehouse recently reported that it was their most pre-ordered device ever – exceeding last year’s Apple smartphone, the iPhone 4S, by 500%.
In theory, this should not be the case. Any company bringing out a new release or version of a product that has barely any new features is likely to just have a poor launch that no one cares about and meagre sales.
So how does Apple do it? A big part of Apple’s success is quite simply brand popularity. People love Apple. Their products are without doubt feature-packed, but it is the brand people have fallen for. It has become a status symbol and people now associate having an iPhone, iPod or iPad with being modern, fashionable and in vogue.
But how much of a role does the entire customer experience play in Apple’s success?
When you walk into an Apple store, no matter where you are in the world, you are greeted with one of the most spectacular in-store experiences ever. You have instant access to an array of Apple products. You have experts at hand to answer your questions, whether you are a potential customer and they are sales-based or you are an existing customer and have a technical query.
The whole store is open and roomy. It is typically frequented by Apple enthusiasts (and people who just want to see what all the fuss is about), but there is always something to see, even if you do not get chance to have a play with the latest products.
What also makes the in-store experience so memorable is that Apple have integrated their own technology within the experience – for example, by downloading their own app, you can not only find where the closest store is, but you can discover how many people are in line at customer service or book in a time to get one-to-one training or support on your device.
The Apple Specialists have also been pivotal to the company’s success to date. Whether you see them in their blue shirts in-store or speak to one of them via the phone or online, there are two key reasons why they are so beneficial – they are already Apple converts and they do not work on commission.
A perfect example of how effective they are is when you look at Apple’s Mac computer. Windows dominated the PC industry for years, so moving to a Mac is a big change. When you speak to an Apple Specialist, however, you do not feel pressured into buying a Mac and they are trying to ensure you get the right product for your needs.
Even if you do decide to buy one, they will not push for the higher priced versions – as they are not working on commission, it makes no difference to them whether you buy the £999 or £1,999 Mac. The most important point to them is you get the opportunity to own an Apple product that they honestly believe will be of the most benefit to you.
And this is just a tiny sample of how good the customer experience at Apple is. But what would happen if you took it all away?
Retain a certain degree of customer service, but remove all of the specialities that make the Apple customer experience what it is and it really does have to be questioned just how successful the brand would be.
People are drawn to Apple time and time again because of the brand, but the entire experience has to play a huge part in the company’s success. If you were not made to feel special every time you entered an Apple store, would people camp outside on the day of a new product launch?
If you were unable to quickly and easily get advice on your product on various different channels, each and every time made to feel like the most respected and valued customer in the world, how often would Apple win customer service awards ahead of companies such as Amazon?
If you walked into an Apple store and felt like you were in a car sales room, being pushed into buying the most expensive product possible, would Apple still have nearly a fifth of the global smartphone market?
Many organisations realise just how beneficial great branding can be to their success. However, they fail to understand that no matter how fantastic your brand image is and irrelevant of how in demand your products or services are, without an all-round great customer experience, your success is always going to be limited.
The customer experience alone is never going to guarantee your success, but when it is combined with several other well-developed, crucial business processes, that is when you will really be on the path to gold – and Apple are a prime example of just how true this is.
