It seems like, every month, Apple is coming out with a new product or service for its customers to take advantage of, a gadget or a gizmo to “improve” their lives. A steady stream of people visit Apple stores to view, purchase, or try out some of its convenient gadgets hands-on. If you’ve ever walked through a mall where an Apple Store is present, you’ve seen the phenomenon: A mass of people congregating within its glass walls, standing at the product kiosks, handling items with interests and speaking with customer service professionals about the latest and greatest in Apple technology. When you have hundreds of people walking through the doors at any time, one can only imagine the demand on its customer service professionals.
Common practice in a retail environment dictates that you use a customer’s name, greet them at the first available opportunity, and smile whenever possible. But in an environment like an Apple store — where you could have up to 10 customers at any given time — there’s more to consider. We went onsite to investigate their customer service practices and to see how they respond to such high-volume demands every day of the week.