Customer Service – The Ultimate Loyalty Driver

On a week when the world is coming to terms with the death of Steve Jobs, founder of Apple, founder of Pixar and all-round visionary entrepreneur, it is pertinent to remind the world of what he achieved. He not only revolutionised the way the world used computers, he invented touch screens, the mouse and he revolutionised the smart phone. The smart phone and indeed the tablet were not necessarily new when Apple took them on, but Jobs made them iconic, beautiful, user-friendly and ultimate objects of desire.

Steve Jobs understood what the customer wanted; a thing of beauty, with amazing functionality, which was simple to set up and to use. What he also understood, however, was the importance of customer service. Before the Apple stores arrived on our high streets, particularly in Britain, service was sub-standard. Apple arrived and suddenly, that changed. You could walk into an Apple store and the staff greeted you with a smile. More amazingly than that, they understood the products they were selling. This had never really happened in a technological store of any kind in the UK before. Normally, staff in these outlets were and sadly, in the main, still are, woefully undereducated about the products they sell and disinterested in the products to boot.

Apple was different. The stores were bright, you could play on all the amazing toys in there, people took the time to help you with small queries. In addition, you could be over the age of 30 and they would still talk to you as if you had a brain and some technological sense. If you didn’t, they would not patronise; they would educate and help.

So Jobs built a brand foremost on beautiful, must-have looks and functionality, but he also understood the follow through. People love Apple products not only because they are cool, but also because the service behind the product is second-to-none. Have you ever heard anyone criticise the service from Apple? The stores may be busy, you may have to wait, but high quality service is what you get. And you get the same high standard of service online too.

So why is it that so many UK retailers fail to tackle customer service and fail to recognise it as a critical tool to ensuring brand loyalty? Yes, it’s expensive to recruit and train the right staff. But surely it’s more expensive to have under-paid, disinterested staff, who fail to engage the consumer and detract from, rather than enhance, the shopping experience? Why spend money on expensive shop fits or beautiful product, if the staff in the store are chatting in a corner, or can’t help with your queries?

John Lewis gets it right and as a result, is trusted. Their customer loyalty is built more on service than almost any other attribute in the store. Deborah Stone, Director of The Stone Consultancy, one of the UK’s leading retail consultancies, believes this is the most over-looked aspect of customer loyalty in the UK. ‘The staff are your outward face to the customer. If they don’t love the brand, if they don’t know the product details, why should the customer love the brand and why will they keep coming back? Customers want to feel informed and appreciated.’

So, let’s remember Steve Jobs as a great visionary and as importantly, as a man who understood what people wanted in terms of service. We could all learn a lot.


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