frank's blog

Apple’s Secret to Delivering a Consistently Good Retail Experience

Posted in ideas, quality by aldorf on July 21, 2012

I hate bringing up this brand always as an example but they do a lot of things right.

The short lesson from this article about Apple’s retail experience is that if you want people to have a consistently good experience with your store, you must CONTROL everything. No element of your store’s experience should be left up to a random element of choice as decided by an hourly employee.

A 2007 employee training manual lays out the A-P-P-L-E “steps of service” with an acronym of the company name: “Approach customers with a personalized warm welcome,” “Probe politely to understand all the customer’s needs,” “Present a solution for the customer to take home today,” “Listen for and resolve any issues or concerns,” and “End with a fond farewell and an invitation to return.” It is reportedly still in use today.

Freedom comes on the other side of control. Question is, how are we controlling the experience in our stores?

Mastering Gamification by G. Zichermann [Video]

Posted in ideas, internet, Media by aldorf on July 27, 2011

Gamification is a hot term these days – but what does it really mean?  At it’s core, Gabe Zichermann explains in the video below from the NY Founder Institute, gamification is simply a way to look at customer loyalty campaigns as not about tangible customer value, but rather about status.

Gabe Zichermann on Mastering Gamification (12/01/10) from Founder Institute on Vimeo.

2011: The Year Social Marketing Grows More Popular

Posted in Media, web by aldorf on February 7, 2011

Companies will continue to stress return on investment and the real value of the customer voice.

The report on Bazaarvoice also includes a number of fascinating insights in the industry. For instance:

  • 73 percent of CMOs report participating in customer reviews
  • 59 percent of CMOs reported seeing average or significant ROI
  • The two most popular places of interaction with customers were company blogs (87 percent) and brand communities (86 percent)
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