Back in March 2001 I bought my first Mac. I had previously used Macs, but never actually spent my own money on one. So when OSX was launched I decided to take the plunge. 1500 of my own money on a titanium PowerBook. Titanium..at a time when every other laptop in the world was plastic. 1500 at a time when almost every other machine of note was 700…but I loved it.
Since then I have only owned Macs, partly because (as every Mac owner knows) they are better, and partly because of Apple’s customer care which is unparalleled as is retained value.
“Apple products are expensive” I hear you cry…which of course they are, but they also have a high retained value. Whether you buy an iPhone or a MacBook you can use it for 2-3 years and sell it again and get back half (or more) of what you paid so the cost of ownership is actually quite low.
In November 2015 I bought the new MacBook and have been really happy with it not a problem at all until about 3weeks ago when a warning flag appeared telling me I needed a “Battery Service” so I took it to my nearest genius bar and they told me that the battery had “failed” (I assume by this they meant that 1 charge would only last 6 hours rather than 10. Nonetheless I decided to pay the 199 to have the battery changed.
Despite the fact that the exchange is “relatively straightforward” they had an issue and they decided that the best way to resolve the issue was to give me a brand new boxed latest spec version of the machine I had. No questions. No negotiation. Just a “we have decided to replace your machine” even though it was 3.5x outside the warranty.
So, this is what CX looks like in the real world. CX is not about websites. It’s not about buying experience. It’s not about a shiny new store in a high rent location. It’s not even about the products. It’s about how the products over-deliver on the experience people expect and add value.
“Quality is remembered long after price is forgotten” were the famous words of Sir Henry Royce (founder of Rolls Royce).
As Apple has done with me (and many others) they have converted me to become an advocate. Yes the products are beautiful. Yes the products are reliable. Yes they make sense because they retain a high portion of their value, but it’s far more than that the experience is outstanding.
So my question to you is…is YOUR company experience outstanding?
Do you deliver far more than your customers expect? Do you have a simple ipad pos system in place that allows you to spend more time focusing on your customer’s needs than on technological difficulties? Do your customers become advocates? Do you thrill your customers? Do you do whatever is required to make sure they are glad they invested in your product and service?
At Digital Leadership Associates we try to do exactly this. We make sure that our clients get more than they thought they ever would. We empower them. We develop them. We make sure that where others have failed we deliver value that they didn’t think we possible.
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