The Apple Experience: Secrets to Building Insanely Great Customer Loyalty (The Secrets of Delivering Insanely Great Customer Service)
Gallo, Carmine | McGraw-Hill
47,330원 | 20120308 | 9780071793209
Praise for THE APPLE EXPERIENCE
"There are three pillars of enchantment: likability, trustworthiness, and quality. The Apple experience is the best modern-day example of all three pillars. Carmine's book will help you understand and implement the same kind of world-class experience."
--Guy Kawasaki, author of Enchantment: The Art of Changing Hearts, Minds, and Actions and former chief evangelist of Apple
"Carmine Gallo explains beautifully and simply just what makes the Apple retail experience so successful. No matter what kind of business you are in, there are insanely valuable lessons in this book!"
--Garr Reynolds, best-selling author of Presentation Zen and The Naked Presenter
"The Apple Experience isn't just for retailers. It applies to any business that involves people. At its core, this book is not about Apple. It's about delivering the best experience possible." --Tony Hsieh, New York Times bestselling author of Delivering Happiness and CEO of Zappos.com, Inc.
"An exciting resource for any business owner in any country who wants to reimagine the customer experience."
--Loic Le Meur, CEO, LeWeb
"Why can't other retail experiences be as great as an Apple store's' Not only does Carmine Gallo answer that question brilliantly, but he shows precisely how to make sure your customers never ask it about your business."
--Matthew E. May, author of In Pursuit of Elegance and The Laws of Subtraction
"Carmine Gallo gets to the magic of Steve Jobs: Touching people's lives. This simple, yet delightful vision should be at the heart of every retail interaction in the world today."
--Peter Steinlauf, Chairman, Edmunds.com
"This magnificent collection of insights illuminates the way for anyone who wants to create a truly great experience, whether in retail, service, or software. "
--Dan Roam, author of The Back of the Napkin and Blah Blah Blah
Reinvent your business to deliver Apple-like customer satisfaction and profits
Apple Stores earn more money per square foot than any other retailer. At the core of Apple's success and intense customer loyalty, however, aren't just 'Insanely Great' products, but great people who are informed, empowered, and motivated to deliver an unbeatable customer experience. In The Apple Experience, internationally bestselling author Carmine Gallo details the principles and practices behind this total commitment to the customer and explains how your brand can achieve outstanding results by delivering this same high standard of service.
Carmine Gallo interviewed professionals at all levels who have studied Apple, and he spent hundreds of hours observing the selling floor in Apple's retail space and learning about Apple's vision and philosophy. Using insights and data from these sources, he breaks down Apple's customercentric model to provide an action plan with three distinct areas of focus:
*Inspire Your Internal Customer with training, support, and communications that create a 'feedback loop' for improving performance at every level
*Serve Your External Customer with irresistible brand stories and dedicated salespeople who embody the APPLE five steps of service-- Approach, Probe, Present, Listen, End with a fond farewell
*Set the Stage by ensuring that no element is overlooked in creating an immersive retail environment where customers can see, touch, and learn about your products
With The Apple Experience, you can improve the return on your investment in retail by adding real value to every customer interaction. Better still, any business that deals with people--employees or customers--can adopt the techniques to achieve Apple-like market dominance by enriching lives, building loyalty, and reimagining the customer experience.
