Apple has one-fifth as many stores as Best Buy, yet it generates five times the sales per store. Apple customers return again and again, boasting a loyalty rate of over 90%. What is the key to Apple’s success? The answer might lie in their customer service approach, inspired by the hospitality standards of Ritz-Carlton’s 5 Diamond hotels.
When Apple chose to open its own physical stores, it sent all its store managers to Ritz-Carlton’s hospitality training, which focuses on guest experience, personalized service, and anticipating what guests need. The Ritz hospitality model begins with a warm, genuine greeting, followed by top-notch service and a friendly goodbye. It highlights the importance of using each guest’s name to create a personal connection. Ritz-Carlton staff even have the authority to spend up to $2,000 to ensure a guest has a great experience.
In the Apple store, customers are similarly greeted with a warm smile, and addressed by name. Apple stores are even designed to mimic a hotel, with the Genius Bar in place of a concierge station, and plenty of pleasant distractions to occupy your time while you wait for a service. Visits are scheduled ahead of time so employees are always available to meet with customers, and check-out is simplified by bringing a credit card reader right to the customer.
Other tech stores are taking note of Apple’s success, and copying their features. Microsoft allows customers to set appointments and Samsung has a device available for customers to explore while they wait. While much of retail sales are shifting online, consumers still value personalized, welcoming service.
Your business can benefit from following Apple’s example, whether it’s by greeting your customers by name or letting them schedule a time to talk. Show your customers a genuinely welcoming experience, and don’t be afraid to offer up a few distractions.
Learn more in this infographic:
Infographic Courtesy of Hospitality Management Degrees