Apple Genius Bar Keeps Customers Coming Back for More, Hooks Them on the Brand
Maybe it's iOS, and sure, owning something perceived as a 'hip' device undoubtedly plays a role for some (and perhaps many). But one of the main reasons could actually be the Genius Bar, those spots where Apple "geniuses" help product owners learn about and troubleshoot their iGadgets.
Market research firm NPD Group found that 60 percent of Apple product owners are somewhat or much more likely to make another Apple purchase after dealing with technical support. Nearly 90 percent of Apple device owners who bring their product to a Genius Bar said they were extremely or very satisfied. That's a remarkable statistic. Think about that for a moment -- of those who are in need of technical support, only 1 in 10 are NOT happy with their Genius Bar experience. As we all know, customer support goes a long way in building brand loyalty.
"Tech support is a great service for the consumer, but more importantly it’s a brand-building element for the retailer and manufacturer," said Stephen Baker, vice president of industry analysis at NPD. "People tend to associate any type of tech support as a negative experience, but Apple has demonstrated that those ‘negatives’ can be turned into positive brand experiences and result in a trip back to the store."
This is something that would be hard to duplicate on the Android side for the very simple fact that there are so many different players. Let's say Samsung implemented something similar -- what happens when an HTC device owner stumbles over and is turned down for tech support? Does he/she sour on HTC? On Samsung? On Android? Regardless of the challenges, however, there's a lesson here for other device makers, and retailers in general.
"Retailers are rediscovering the value that services can offer the consumer," said Baker. "Store foot traffic has declined over the years leaving fewer and fewer in-person interactions. Having a strong tech support in-store model helps fill the transaction void and builds brand awareness and satisfaction."
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This is something that Apple does that I simply cannot fault. The genius bar is a fantastic concept and has been copied several times with less success. Geek Squad, etc, have all attempted the same thing but the people employed in those fields are just either not as well trained, or not as good at actually dealing with people. The problem also is intensified when companies like Samsung, ASUS, and so on don't have their OWN stores, and therefore cannot build their OWN technical support in a similar fashion. Apple employees have to know about Apple. Best Buy employees have to know EVERYTHING, and that can result in a convoluted experience with conflicting information or customer confusion. I once owned a 1st generation iPod touch that absolutely *** itself and I went to Apple, to the store in my home town, spoke to the Geniuses and they replaced it on the spot with a brand new one. It was 8 months old, past the "exchange" period, and it came in a new box with new accessories etc. Their service is stellar. Other companies should take note. |
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I was impressed with the in-store support at Apple. They got me started with my iMac Mini years ago. |
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i hate to say this but they really do have a good customer service, superb one at that. a company that may have an OK product but with superior tech support? i would even settle for them because i know im getting the best service as possible but then again its apple, and im a pc person so no matter what i wont ever touch one of their pruduct. PC>APPLE. but the topic still remains that they have one of the best Customer service if not the best out there. at lease you dont treat your customer like crap, oh wait you do with your iphony copy of all other phones. |
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While I'm a PC guy, my rare experiences with apple's support have been pretty positive. But then I'd absolutely expect that given the over-the-top prices apple devices cost. The support is part of that price that more and more people are willing to pay. I'd never buy a mac, I just hate the OS intensely, but some of their other devices like the apple TV are well priced and offer pretty good functionality that everyone could easily integrate into their lifestyles. |
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If there's one thing they do well it is customer service. I don't own any apple PC products but I do have an iPhone and iPod. Never dealt with with their support but family and friends have and it's always been good for them. |
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Apple customers tend to glamorize the company and it's products, I am not suprised to see a glowing report from them. |
In my case it's a ~grudgingly~ glowing report. I think that they charge too much for their products, but the iMac 24" and the iMac Mini that I had in the past were good products. They did what they were designed to do and they did it well. They didn't overheat or have any other problem either. They just COST too damn much to begin with. The only reason that I got rid of them at all was that I had family members that needed them for college. I have an iPad now that one of my kids gave me, and it's pretty cool too. I (usually) only use it late at night before I go to sleep. I like my PCs the most. I can game on them and they are much higher performing for most tasks. I get to build them myself, and there is a lot of personal satisfaction in that.
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MCook:
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I work down the ways from an Apple store, we get enough unhappy customers from them that I have to doubt the 1 in 10 number, but it is definitely higher than most other retailers. It is, IMO, the reason smaller retailers that focus on one to one sales do better than the big box retailers. |
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Hi This topic help me a lot in developing my project. I will contribute more when I finished it. |
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