Basic Training
Fast Company, September, 2006 by David Lidsky
In the course of this year's Customers First research, no company produced a more polarizing debate than Apple and its Apple Stores. Some people lauded Apple's in-store service desks, called Genius Bars, for spinning an experience out of customers' problems with their iWhatevers. An equal number argued that Genius Bars mask the fact that Apple products don't always get the job done.
The divide cut to the heart of a larger question: Do you have to master the basics before you create meaningful customer experiences? Or can experiences, in effect, ameliorate any underlying troubles in your business? To us, the answer is clear--which is why Apple Stores isn't among our winners. "Are you delivering on the promise of your business?" asks Phil Terry, CEO of experience consultancy...
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