Last year at our TargetX Chicago workshop, instituteNext, the learning excursion included a visit to the Apple Store on Michigan Avenue. The two predominant take-aways were:
1. customer service matters (especially in higher education)
2. and wouldn’t be great if more colleges build enrollment centers that worked like the Apple Store.
I’ve been a long time Mac fan/user, but last week my TargetX PowerBook gave up the ghost. (It’s log in about 75,000 frequent flyer miles this past year and proudly powered some 100+ presentations.) The Apple Store Genius Bar and Personalized Shopping experiences I had at their Atlanta Perimeter Mall and Lenox Mall locations blew me away.
The reservation system was simple and fast. Once I got to the store(s) the welcome was genuine and the service extraordinary. They listened to my plight and needs and conducted my transactions with great attitude. ( And thanks to Apple’s Time Machine program I easily migrated from my back-up drive with ease.)
Once I logged on and checked my email I received two follow-up emails from Apple:
1. The first asking me to evaluate my Genius Bar experience, the survey was fast and simple
2. The second sent me a FedEx code and simple instructions on how I could recycle my previous laptop (shipping costs included), what great follow-up
If Apple is providing this level of attention, customization and follow-up to their customers (many of whom are also the customers of colleges and universities) what level of expectation do you think families are bringing to campus when they visit? And after they visit.
Go to an Apple Store today, seek inspiration, soak it up. And ask, “What can we learn from Apple?”
Read more about our authors. Jeff is the VP of the Consulting Division and also known as the “Apostle of Authenticity.” He crisscrosses the country speaking at conferences and working with our clients. He’s driven by a mission to inspire higher education executives and admissions offices to overthrow dead culture, embrace their authentic “DNA” and render engaging experiences.