My name is Abby: I love Apple

User experience to Apple is an integral component of both its on and offline strategy as I discovered.

On Sunday, I was distraught having smashed the screen on my iPhone. I spent a very distressing day on Monday peering at the once beautiful interface – the very essence of what is great about the phone – ruined.

So, on Monday I tried to book an appointment at the Apple Store on Regent Street to see a ‘genius’. Apple is clearly busy with current iPhone 4 issues so unsurprisingly it was nigh on impossible to get an appointment.

I made an appointment online for the next available slot in one week’s time, which from a customer service point of view was pretty disappointing even though the online process to book an appointment was excellent.

By Tuesday morning, I decided I couldn’t cope anymore and, although I realise that my iPhone reliance/addiction is not healthy, decided to go to work via the store.

I was first into the store and was warmly greeted by ‘genius’ Ashraf on the help desk. I think that he sensed my distress and offered to book me an immediate appointment even though I wasn’t in the system. To my relief he came back four minutes later with a replaced screen – I asked where I should go to pay the £60 that I’d researched (on Facebook) it was going to cost me for my clumsiness. He said: “Don’t worry – it’s a gesture of goodwill, there’s no charge.” I love Apple.

I was speechless (rare). I was so impressed – as I skipped down the steps of the store, I’m not sure if there was music playing or if it was my own personal happy soundtrack. Now, cynics may say Apple must be on a current PR push and, as such, this level of customer service is to be expected. I don’t think so and believe this is an example of an exemplary user experience extending beyond online to offline. It’s rare when it happens and, when it does, it should be applauded.

10/08/10 Tony Allen said:

It's the old adage, take a small loss on a customer to make a profit in the future on the customer and people they know. That's the way it should be in any business when it comes to CS