Besides dazzling displays of their products on tables throughout the stores, they use their own products to move the sales process along and thereby demonstrate their capabilities. A genius strategy!
- IPADs are used to provide product information and specs, not paper
- IPHONES are used to process orders and send email receipts. No cash registers
- There are loads of personnel available to help you select products, train you on using the products and trouble shoot problems
- You have the choice of making an appointment or showing up
If you look at Apple’s products and stores, it is all about the customer experience. What’s the experience you are providing for your customers? If you are not sure, hire a private shopper to rate it for you. Bottom line, we cannot be in the dark as to how our customers value their experience in doing business with us.
In fact, we probably do know what the experience is like based on our sales revenues. If revenues are up, the experience is likely good. If referrals are up, that is an indication that the experience is good. If both of these metrics are down, you need to do some investigating.
Even if your revenues are up, you still want to evaluate the experience because you may be leaving money on the table that is not necessary.
Bottom line, customers don’t buy products or services. They buy experiences and outcomes. The products and services are how the experience and outcomes are delivered. If the experience is like all others, you are a commodity. If the experience is less than industry standards, you are losing business.
Your goal is to create experiences that no one else is providing. Like Apple! For only then will there be little to no competition