Backstage at the Apple Store


An Apple employee is never supposed to point when giving directions in their store. For example, when asked where the iPhone cases are sold, a specialist should either gesture with an open hand or, preferably, walk the customer to the proper location.

Why? When formulating the philosophy behind Apple Retail, brainstorming executives tried to recall their most exemplary customer service experience, which turned out to be hospitality at the Ritz Carlton. If you ask any bellhop, janitor, or maid for directions in a Ritz Carlton hotel, they are trained to drop what they’re doing and personally show you the way. The practice is impressive; it cements customer loyalty and you would never expect that level of attentiveness at, say, a computer store in a mall.

The Apple Store is such a popular place that libraries are basing their designs on it. At McSweeney’s, J.K. Appleseed has a humorous column about what it might be like to work there.

Photo: Burgermac

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