“Sell an experience and not a product”. Apple stands by this motto as if it’s existence depends on it. And it does!
Apple’s NPS score is one of the highest in the industry and Apple is known for its loyal, enthusiastic, almost evangelical fan base. Apple recently launched iPhone 14 and iPhone 14 Pro along with the Apple Watch Ultra which serves as a mini AI companion on your wrist. Fourteenth series of a product and the waitlist does not seem to simmer down!
So how does this tech giant retain their customers and enthusiastic brand champions for so long?
Let us take a look:
Apple focuses on obsessive customer experience:
There is a phenomenon known as purchase anxiety that affects new buyers who consider switching ecosystems. Apple assures its customers that they will always have help at their disposal. They can head to the nearest authorized Apple Store, reach out to customer support or read the crisp Apple Support Page section.
Apple also extends customer support on social networking sites such as Twitter. So the brand’s extended support does not allow users to feel that they have invested in a risky product. Due to the continued snowball effect of experience over time, Apple’s NPS score has touched 72 which is the highest in the industry.
Apple’s dedicated team collects feedback and provides feasible resolution:
As soon as customers purchase Apple products, they immediately send a survey form to gauge customer satisfaction. This way, they can capture quick feedback. Customer feedback enables store managers to prepare for service recovery calls to close any negative feedback loop. This activity proves to be a learning procedure for Apple employees.
As per the APPLE acronym, the fourth alphabet in their name (‘L’) represents ‘Listening and resolving concerns’. This encourages employees to offer personalized help. Customized help to patrons can make them increase spends by 500% as per a survey. APPLE also extends personalized assistance on social media platforms.
Apple actively attends detractors and customers who provide 6 or less on NPS:
Apple takes pride in rapid response that also reaps profits for the company. Store managers called detractors within 24 hours and studied the subsequent results of this action. Apple has found that these initial detractors eventually purchase more Apple products and services than the other customers. So every hour spent calling detractors generated more than $1000 in revenue or additional sales of $25 million in a year.
Apple extends its assistance to employees to improve customer experience:
Apple understands that employees who are satisfied in the working environment are more likely to turn into promoters themselves. So they launch reviews for their team every four months.
They roll out eNPS which is the NPS score given by employees. This helps them determine if people would recommend the brand as a pleasant place to work at. Since employees are usually stricter critics than customers, the eNPS score also detects store detractors and finds suitable resolutions for the problems. Happy employees attend to the customers with utmost care.
Customer experience is more than just attending to customers. This global tech giant creates a team that also plays a pivotal role in being brand promoters.
Would you like to hear from your own team as well? We have messenger-based survey collection tools that help you to collect feedback from your teams. Try our 14-day trial on this platform. We also extend assistance via a consultation call here.
