Post on 29-Jun-2015
transcript
Geeks, Gurus & Geniuses
• Staffed by Apple devotees – “disciples of the products and philosophy”
• One of the most popular features of the retail store
• Builds the Apple brand personality and relationship• A source of energy for the brand• A link for its fans
Apple’s Genius Bar Set the Precedent
Apple Dictum
• Approach customers with a personalised warm welcome
• Probe to understand the problem• Present a solution• Listen for issues• End with an invitation to return
What Makes a Good Brand Genius?
• Passionate about technology• Problem solver• People skills• Patience
Not just about fixing tech
CustomerHappiness
Empathising
Consoling Cheering Up
Correcting
Advantages of Brand Geniuses
• P2P engagement• A vehicle to reinforce and enhance
customer relationship damaged by product issues
• Geniuses allow sales staff to put more time into general CRM
Disadvantages of Brand Geniuses
• Fighting an uphill battle• Shortfalls happen and when they do
word spreads quickly
Call Centre
– When it’s convenient for the company
– Try somewhere else first
– Faceless– Advice on next step– Company focused
Geniuses vs. Call Centres
Genius
– When it’s convenient for the customer
– There when needed– Face-to-face– Instant fix– Consumer focused
Strengths Apple specialists O2 GuruTV
Cover all aspects of technology
Weaknesses
High fees if product no
longer under warranty
Seen as purely for mobile
Scandal involving copying
customer data
Audience Mac owners O2 customers
People without the tech know-
how to fix it themselves
Geek-off
Thoughts
• Creating legitimate brand ambassadors as well as helping the customer
• Gives personality to corporation problem solving
• In the same way as with a doctor; if you have a problem you would ideally talk to a specialist
Sources• http://www.apple.com/uk/retail/geniusbar/• http://www.o2.co.uk/guru• http://www.geeksquad.co.uk/• http://blogs.hbr.org/cs/2012/01/
the_genius_bar_branding_the_in.html• http://blogs.innoveer.com/2012/09/27/4-crm-lessons-from-apple-
genius-bar/