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3 Things Apple can Teach you about Improving Customer Service

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A combination of superior quality products and top-notch customer service has propelled Apple to become one of the most widely known companies worldwide.

Apple opened its first store way back in 2001. In those days, the price of an Apple share was USD 0.40. And today, it has shot up to USD 120. Since then, the company has opened 500+ stores in 24 countries with a yearly footfall of 500 million+ visitors.

Apple firmly focused on two things, namely product development and providing top-notch customer service. Products such as iPhone, iPad, iPod, and Macbook attracted millions of customers worldwide due to their exceptional quality, efficiency, and user-friendliness. Simultaneously, Apple also concentrated on developing razor-sharp customer service that helped the company turn its customers into brand advocates.

This article will shed light on 3 things that you can learn from Apple for improving your customer service.

1. Choosing the right customer service channels.

Apple was selling its product through authorized outlets before Steve Jobs took the reigns in 1997. The company’s management decided that it didn’t want any interference from third-parties. And so they cut their ties with over 10,000 vendors, opened up an exclusive Apple store, and revamped their website. This step gave Apple complete control over every customer experience touchpoint. If a similar strategy isn’t feasible in your case, you can manage the after-sales service using social media channels such as Facebook and Twitter. In this way, you will provide instant client support and solutions to customer queries. 

2. Optimize your customer’s buying ecosystem.

Apple initially focused on revamping its retail stores to provide a personalized customer experience. The first Apple store was divided into three sections. The store entrance showcased the Apple product line based on the target demographic. The store’s center was designed to allow customers to try new Apple products and get authentic reviews. It was divided into various segments, such as movies, photos, music, and kids allowing customers to get a first-hand experience of Apple products. The store’s final section was called the “Genius Bar,” where customers used to get their products repaired and their queries answered by well-trained service agents. Research by CoStar suggests that Apple stores have the highest sales per square foot pegged at USD 5,546 in the U.S market.

3. Teach Applied Psychology to your employees.

Applied psychology teaches employees how to create a positive impact on the customers’ minds and hearts. Companies in the U.S spend USD 15 billion each year to train their employees to develop top-notch communication abilities, team management, and customer management skills. 

Apple has designed an Apple Genius Training Student Workbook that helps new joiners to learn the secret art of dealing with customers. Look at the below picture. It appears as the 45th page of the book mentioned above and talks about nonverbal gestures in detail. 

Apple Customer service

The Learning & Development team at Apple has done a fabulous job analyzing all possible customer interactions and creating a book that guides employees on how to ace conversations. 

Employee training must be an essential part of your business. You need to invest a significant amount of resources, talent, time, and expertise to have a capable customer service team.


Apple has successfully built an impeccable support service team. They understand customer needs and fulfill them at the earliest. The Apple service model is unparalleled and genuinely recognizes the customer as the king. You must learn from the 3 points shared above and try implementing them in your business. Whether you are a small business, medium enterprise, or conglomerate, you can form robust and long-lasting customer relationships by following these 3 principles. 

At Sage Software Solutions (P) Ltd., we are home to world-class ERP software and CRM software that will solidify your business tech support fundamentals and enable you to build a customer-centric organization. You can also write to us at

Disclaimer: All the information, views, and opinions expressed in this blog are those of the authors and their respective web sources and in no way reflect the principles, views, or objectives of Sage Software Solutions (P) Ltd.


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