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CHAPTER 4 A Google of Apples a Day: The ... > The Apple Store Experience - Pg. 50

50 high-tech, high-touch anticipatory customer service Credo has included the phrase ``The Ritz-Carlton experience . . . fulfills even the unexpressed wishes and needs of our guests'' [emphasis mine]. And every Ritz-Carlton employee since that time knows this statement by heart. Now, let's jump forward in time from the founding of the Ritz and see what this looks like in the high-tech world, focusing primarily on the Apple customer experience. Homing in on one extraordinary com- pany, to my mind, is a more revealing way to explore anticipatory ser- vice than rushing through a cafeteria line of superficially examined 2 examples. Why Apple? It's the current leader, by a wide margin, in high-tech customer service and experience and I have my years of involvement in Apple-related companies that help me provide a ``then and now'' perspective. Apple's focus, of course, is consumer technology, spanning PCs (Macintosh laptops and desktops), ``post-PCs'' (iPad tablet computers), telecommunications (the iPhone), multimedia entertainment (iTunes,