ABC News, 32
Advertising, Macintosh launch (1984), 144–145
Allen, Gary, xi–xiii, 28, 188, 199
Amazon, xviii, 54, 116
Android, 105
APPLE acronym for the Apple experience, 62
APPLE acronym for service, 91
Apple Experience, xviii, 142, 206–207. See also Customer experience
APPLE acronym for, 62
customer service, xiv–xv
example of, 58, 60–61
Apple Store, 91, 93
“Celebration of Steve’s Life” in, 35
customer service at, 58
design details of, 199
development of, 54
Enriching Lives motto of, xviii, 12
fake/counterfeit, 194–195
Fifth Avenue, New York, 205
first, in Tysons Corner, Virginia, 7, 185, 207
Genius Bar in, 10
good customer service in, 125–128
in Grand Central Terminal, 185
greeting of customers at, 94
hiring practices of, 15–22, 136
history of, 6–8
inspiration for, xvii
multisensory experiences in, 206
One-to-One membership program in, 134–136
“soul” of, 16, 214–218
statistics on, visitor, revenue, size, etc., 7, 63
tenth anniversary celebrations of, xi, xii–xiii, 3, 7, 187
Tokyo’s Ginza location, 195–197
Tysons Corner, Virginia, 7, 185, 207
wait times in, 111–113
Applebee’s, 24
AppleCare Protection Plan, 99, 141–142
Arussy, Lior, 173
Assessing issues, in successful multitasking, 70–71
Assigning a plan of help, in successful multitasking, 71
AT&T, xvii, 92, 105–107, 116, 126, 178, 183, 193
AT&T Retail Experience, 106–107
Attitude vs. aptitude, in hiring, 16, 18, 24, 25
Audi, 113–116
Bain & Company, 52
Baldoni, John, 48
Basch, Michael, 10–11. See also FedEx customer service
Batali, Mario, 137
Bauhaus art movement, 196–197
Beebe, Tom, 187
Behar, Yves, 198
Best-Buy, xviii
Beyonce, 138
Blankenship, George, 210
Bloomberg Businessweek, 189
Bohlin, Peter, 205
Booker, Tom (character in The Horse Whisperer), 132–133
Brain, neuroscience and wow moments, 144
Brand message map, 165–166, 165, 166
Branding, 172–173
Branson, Richard, 45–46, 85, 109
Brin, Sergey, 162
Brooks, Garth, 6–7, 8
Buffett, Warren, 43
Build-A-Bear, 208–209
“Celebration of Steve’s Life,” 35
Charlie Rose (TV show), 217
Charmel, Patrick, 41
Chiat/Day ad agency, 144
Classes for customers, 142
Cleanliness of store, 187–190
Cluttered stores, 183–193
CNN, 170
Commissioned sales staff, 97, 99
Complacency, 11
Confidence. See Fearlessness (confidence) in employees
Consistent customer experience. See Customer experience, consistency of
Cook, Ken, 122
Cook, Patty, 122
Cook, Tim, 22–23, 26, 160
on hiring practices, 30
on respect vs. confidence, 27
Cooper, Simon, 168
Cornell University study on hiring practices, 18
Corporate video, 159
Cosmetic improvements, 181–182
Cosmopolitan Hotel, The, 213
Costco, 54
Covey, Stephen M. R., 38, 44–46
Crazy Ones, The, Apple TV ad (1997), 34
Creatives, 51, 133–136, 169, 170, 206, 210, 214
Creativity, 14, 213
Criticism. See Feedback from employees
Culture, 25, 26, 142
fear as destroyer of, 33–34
fearlessness/confidence fostered by, 32–33
hiring employees who “fit,” 175–176
six attributes of success in, 11
Customer Culture (Basch), 10–11
Customer experience, 11
branding and, 172–173
clarifying expectations in trust building, 42–43
consistency of, 167–178, 205
details of, 13
five steps of service, 169
fun and, 177–178
greeting customers, 169
hiring for cultural fit with, 175–176
importance of, 172
leadership’s direction in, 13
Lush example of, 173–176
multisensory, 206–213. See also Multisensory experiences
training for, 171, 178
vision and, 178
Zappos example of, 176–178
Customer Experience, 67
Customer service, 3. See also Customer experience
Amazon, 116
Apple’s five steps of service in, 91–108. See also Five Steps of Service
assessing issues in, 70–71
AT&T example of, 93, 105–107, 116
Audi example of, 113–116
blame and taking responsibility in, 118–120
building value through, 106
confident/fearless employees and “ownership” in, 31
consistent experience of, 167–178
Disney example of, 116–117
Eataly example of, 137–138
empowering employees to deliver, 76–78
engaging employees in, 3–4, 75
fast service in, 118
FedEx example of, 10–11
Four Seasons example of, 7–10
FRSTeam, 153–156
greeting customers in, 69–70, 92–97, 106, 110, 203
leadership’s direction in, 13
LEGO example of, 94, 140–141
listening skills in, 99
loyalty and, 107–108
Lush example of, 173–176
Men’s Wearhouse example of, 32–33
Mercedes example of, 113–116
motivating employees in, 78–81
multitasking’s effects on, 67
Net Promoter Score (NPS) and, 52–55, 56, 58
Outback Steakhouse example of, 119–120
“overservicing” and, 19–20
personalized approach to, 92–97, 170
principles of, xvii
quick fixes in, 70
relationship building with customers in, 132–136
resolving issues in, 99
right actions by confident/fearless employees in, 32, 48, 74
righting wrongs through, 40
Ritz-Carlton example of, 76–78
Sears, as example of poor, xiii–xvi
serving multiple customers in, 70
six-step AT&T Retail Experience in, 106–107
social media ratings of, 95–97
straight talk in, 39
Symantec, 116
thanking customers in, 107
three simple secrets of, 117–118
Tiffany & Co. example of, 170–171
touch-points in, 121
troubleshooting and AppleCare for, 141–142
unleashing your customer’s inner genius in, 132–142
US Airways example of, 57
Virgin America airlines example of, 95–97
wait time and, monitoring, 70–71, 111–116
welcoming customers. See Greeting customers
Wells Fargo, 103
Zappos, 80, 104
Damaged premises, 190
“Dance” in Apple Store, 138–139
Dell, 12
Design, 194–205
Apple Store details, 199
details of, 205
eliminating clutter in, 183–193
Funnel Mill coffee shop, 201–204
importance of, 198–199
modern art influence on Apple, 196–197, 205
packaging, 197–198
Starbucks, 199–201
DiPiero, Carolyn, 60, 135–136
Disengagement/disillusionment of employees, 3, 52, 75
Disney, xvii, 43, 82–83, 116–117, 128, 191–192, 211–212
hiring and management philosophy of, 20–23
Jobs as key shareholder in, 20
Disney, Walt, 15, 20, 81, 191
Disney Store, 211–212
Distractions vs. clean design, 186–187
Diversity in hiring, 175–176
DNA, Apple, 54, 185, 215, 185
Double-Goal coaching, 83–84
Dreyfus, Richard, 34
Drive (Pink), 78
Dubner, Stephen J., 82
Early years of Apple, 12
Eataly customer service, 137–138
Emerson, Ralph Waldo, 37
Employees, xvii.
appearance and hygiene of, 190
communication with, 22–23
disengagement and disillusionment of, 52, 75
trust building in, 37–46
Empowering employees, 73–85, 177
Double-Goal coaching and, 83
Genius Bar and, 74
Google philosophy of, 80
Enriching Lives (motto of Apple Store), xviii, 12
Ezarik, Justine, 138
Facebook, xvi, 42, 53, 63, 95, 161, 174
FaceTime, 150–151
Fake/counterfeit Apple Stores, 194–195
Farinetti, Nicola, 137–138
Fast service, 118
Fearlessness (confidence) in employees, 26–36
fear as culture destroyer vs., 33–34
feedback and, considering employee’s input in, 27–28, 34, 35, 38, 40, 42, 47–59
right actions and, 32, 48
teamwork/team players and, 28, 29, 36
FedEx, xvii, 10–11, 117, 189
Feedback from customers, 47–48, 55–59
Feedback from employees, 27–28, 34, 35, 38, 40, 42, 47–59
Net Promoter for People (NPP) rating system and, 55
Net Promoter Score (NPS) to monitor, 52–55, 56, 58
Fielding, James, 211–212
Fifth Avenue New York Apple Store, 204–205
Fire Them Up (Gallo), 77
Five steps of service, 91–108, 169
Floyd, Jason, 187
Focus groups, 47, 186
Forstall, Scott, 146–147
Four Seasons Hotels, xvii, 7–10, 110, 117, 171, 213
Francona, Terry, 32
Freakonomics (Dubner), 82
Friedman, Thomas, 216–217
FRSTeam, 153–156
Fun, 177–178, 210
Funnel Mill coffee shop, 201–204
FYI: For Your Improvement (Korn/Ferry), 41, 46
Gallo, Vanessa, 67
Gallo Communications Group, 67
Gallup poll, employee disengagement and disillusionment, 3, 52
GameStop, 187
Gates, Bill, 6
Gateway, 12
General Electric (GE), 82
Geniuses/Genius Bar, 10, 42, 57, 74, 79, 101, 132–133, 170–172, 208, 214
Ginza, Tokyo, Apple Store, 195–197
Gizmodo, 184
Goldstein, David, 186
Google, 16, 79–80, 162
“Goosebump moments,” 154
Grand Central Terminal Apple Store, 185
Graziano, Joseph, 186
Greeting customers, 9, 69–70, 72, 92–97, 106, 110, 169, 203
Griffin Hospital, 40–41
Gropius, Walter, 196
Harbaugh, Jim, 41
Harvard Business Review, on hiring practices, 18
Hertzfeld, Andy, 16
Hewlett, Bill, 216
Hiring practices, 15–30, 135–136
attitude vs. aptitude in, 16, 18, 24, 25
“cultural fit” in, 175–176
at Disney, 20–23
diversity and, 175–176
managerial panel of interviewers in, 30
at Mens’ Wearhouse, 32–33
three-step Apple process for, 28–31
Ho, J. C., 201–204
Ho, Teresa, 202–204
Horse Whisperer, The (movie), 132
Hsieh, Tony, 81, 104, 176. See also Zappos
iMac, 34, 99, 138, 185, 206, 207, 210
ING Direct, 18
Innovation Secrets of Steve Jobs, The (Gallo), xvi, 10, 152
iPad, xi, 35, 47, 54, 73, 97–98, 113, 149–152, 157, 160, 169, 171, 175, 185, 192, 197, 207, 215–216
iPhone, 35, 54, 73, 74, 102, 105, 129, 145–151, 158, 160, 163–164, 171, 197
iPhoto, 99, 100
iPod/iPod Touch, 35, 51, 54, 58, 98, 145, 150–151, 169, 171, 197, 206, 207
Isaacson, Walter, 10
on Apple culture, 26
on Job’s employee recruitment process, 25
on Jobs’ obsession with design, 204
on Jobs’ view of employee confidence, 31
on Jobs’ view of legacy, 59
iTunes, 47
Ive, Jonathan, “Jony,” 35, 184–185
IZOD, 187
J. C. Penney, xvii
Jackson, Phil, 84
James Beard Foundation, 23
Jobs, Steve, 9, 92, 108, 122, 126, 128, 130, 183, 210, 217
AT&T leadership influenced by, 105
on creativity, 132, 213
criticism from, vs. employee confidence, 27, 38–39
death of, 5, 35, 143, 167–168
on design, 191, 192, 194, 196–198, 204
“Celebration of Steve’s Life” and, 35
Disney and, 20
first Apple Store and, 206–207
Genius Bar and, 171
innovation skills of, xvi
NeXT company and, 27
Pixar and, 217
presentation skills of, xvi
return to Apple in 1997, 34, 185
Starbucks and, 201
“Stevenotes” presentations by, 143
vision of, 6, 79
Zuckerberg, Facebook, and, 161
Johnson, Ron, xviii, 7, 9, 25, 91, 182, 210
on Apple experience, 142
Genius Bar development by, 10, 171
on Net Promoter Score (NPS), 54, 55
Jordan, Michael, 84
Kinko’s, 189
Korn–Ferry, Lominger, 45
Kuhlmann, Arkadi, 18
LA Lakers Basketball, 84
Lady Gaga, 138
Lansing, Andy, 24
Lasseter, John, 217–218
Leadership. See Managers/Management
Lederhausen, Mats, 79
Legacy building vs. profits, 58–59
LEGO, 93, 94, 140–141, 209
Levy Restaurants, 24
LinkedIn, 80
Listening skills, 43–44, 99
Lominger/Korn/Ferry leadership system, 45–46
Lopez, Jennifer, 138
Los Angeles Times, US Airways customer service story, 57
Loyalty, customer, 107–108
Lucas, George, 217
Lush, 117, 165, 173–176, 213
Mac, 171
MacBook, 35, 51, 54, 55, 64, 101, 118, 148, 175, 197, 206, 207
Macintosh, 144–145, 196, 213
Macy’s, 213
Malkoff, Mark, xi–xii
Managers/management, 38–45
Market share for Apple, 208
Marketing philosophy of Apple, 195
Markkula, Mike, 195
Mayer, Marissa, 80
McDonald’s, 79
Medill School of Journalism, Northwestern, 130
Medina, John, 143, 144
Men Are From Mars, 99
Men’s Wearhouse, 32–33
Mercedes, 113–116
Message maps, 161–166
Microsoft, 6, 184, 193
Modern art influence on Apple design, 196–197, 205
Modesto, California Apple Store example, 60–61
Mondavi, Robert, 138
Morale building, 84
Motivating employees, 78–81
Mrs. Fields, 152
Multisensory experiences, 206–213
brainstorming to provide, 212
building customer relationships through, 208–209
creating, 212–213
Disney Store and, 211–212
entertainment as part of, 209–210
interactive experiences and, 206, 211
Tesla Motors example of, 210–211
Multitasking employees, 60–72
addressing/greeting new customers in, 69–70, 72
mastering, three steps for, 67–71
quick fixes in, 70
role models for, 72
wait times and, 70–71
“Museum of Modern Art quality” in design, 196–197, 205
Net Promoter for People (NPP) rating system, 55
Net Promoter Score (NPS), 52–55, 56, 58
NeuroFocus, 186
Neuroscience-based marketing, 186–187
New York Times, Applebee hiring practices, 24
NeXT, 27
Nicholas, Jim, 153–156
Nike, xvii
Nordstrom, xvii, 117
One-to-One membership program, 99, 134–136, 170, 206
Ordierno, Ray, 48
Orfalea, Paul, 189
Outback Steakhouse, 119–120
Packaging design, 197–198
Packard, David, 216
Page, Larry, 162
Personalized approach to customer service, 92–97, 170
Peterson, Lee, 187
Phelps, Sherry, 18–19
Photoshop, 155
Picone, Stephanie, 187
Pink, Daniel H., 73, 78
Pixar, 217–218
Positive Coaching Alliance, 83
Pottery Barn, 95
Powell–Jobs, Laurene (wife of Steve Jobs), 20
PowerPoint, 145
Pradeep, A. K., 186, 193, 209–210
Presentation Secrets of Steve Jobs, The (Gallo), xvi, 160, 213
Presentations, Steve Jobs and, 143–144
Press releases, 158
Public relations, 19–20
Reckitt Benckiser, 161
Recruiting new hires, 25
Red Sox Baseball, 32
Redford, Robert, 132
Reichheld, Fred, 52, 54–55, 59
Relationship building with customers, 132–136
Resolving customer concerns/issues, 102–103
Respect and trust building, 39
Restrooms, toilets, 189
Revenue of the Apple Store, 7
Ritz-Carlton, The, 76–78, 82, 168, 117, 171, 178, 213
Roberts, Deborah, 5
Rodriquez, Harold, 77–78
San Francisco 49ers Football, 41
San Francisco State University, 67
Schiller, Phil, 146
Schultz, Howard, 199–201. See also Starbucks
Scripting, 157–166
brand message map in, 165–166
details of supporting points in, 162–163
in-store signage and, 159
message map in, 161–166
Sculley, John, 214
Seberg, Sheila, 57
Selection process, employees, 21–22
Sequoia Capital, 162
Sharp, Isadore, 8–10, 109–110
Sharp, Rosalie, 8
Siri, 73, 129, 146–148, 160
Sky, Emma, 48
Smith, Fred, 10
Social media/networks, xiv–xv, 42, 53, 57, 95–97, 141–142
“Soul” of the apple store, 16, 214–218
Southwest Airlines, 18–19, 54
Specialists, 51, 64–66, 71, 79, 97–98, 101, 103, 111–113, 122–125, 133–135, 139, 147, 148, 152, 159–160, 175, 214
Speed of Trust (Covey), 38, 45, 46
Spiaggia restaurant, Chicago, 23–24
Stanford University, Steve Jobs’s commencement address at, 85
Starbucks, 117, 189, 199–201
“Stevenotes,” 143
Symantec, 116
T-Mobile, xvii, 63
Tankel, Zane, 24
Target, xviii, 7
Teamwork/team players, 28, 29, 36
Technology vs. benefits, 129–130
Ten-minute rule, creating wow moments, 148, 156
Tenth anniversary of Apple Store, xi–xiii, 3, 7, 16, 187
Tesla Motors, xvii, 183, 193, 210–211
That Used to Be Us (Friedman), 216
Thompson, Jim, 83–84
Tiffany & Co., 170–171
Time. See Resetting the customer’s internal clock
Tivoli Gardens, 191
Toilets, restrooms, 189
Tokyo Apple Store, 195–197
Touchpoints, customer, 121
Trader Joe’s, 54
Training, 22, 108, 121
customer experience and, 171, 175, 178
One-to-One membership program and, 134–136
Transparency in trust building, 39–40
Tribbey, Jan, 187
Troubleshooting and AppleCare for, 141–142, 171
Trust, 80
Trust building with employees, 37–46
Twitter, xiv–xv, 42, 53, 57, 63, 73, 95–97, 160–161, 162
Tysons Corner, Virginia, site of first Apple Store, 7, 185, 207
Unboxing an Apple, 197–198
Unleashing your customer’s inner genius, 132–142
US Airways customer service example, 57
USAA, 54
Value, building through customer service, 106
Values, communicating to public, 174
Vdara Hotel, 181
Verizon, 126
Victoria’s Secret, 187
Virgin America airlines, 45, 85, 95–97
Vision/vision statement, 5–6, 11, 12, 14, 27, 79, 178
Visual Merchandising and Store Design, 187
Wages at Apple Stores, 79
Wait times, 70–71, 111–116
“Walk out working” concept, 107
Wall Street Journal, 171
Walmart, xviii
WD Partners, 187
Welch, Jack, 82
Welcoming customers. See Greeting customers
Wells Fargo, 103
Westin Hotels, 181
“Why should I care?,” selling the benefits, 130, 131
Williams-Sonoma, 95
Wolverton, Mark, 173–174. See also Lush
Workshops for customers, 141
Wow moments, 143–156
allowing customers to create, 152–153
brain, neuroscience and, 144
connecting customer’s lives to, 148
creating, 156
FaceTime as, 150–151
FRSTeam examples of, 153–156
“goosebump moments” and, 154
iPad introduction as, 149–150
iPhone introduction as, 145–146
iPod introduction as, 145
Macintosh launch ad (1984) as, 144–145
“presentation” nature of, 156
Siri as, 146–148
Steve Jobs presentations and, 143–144
ten-minute rule for, 148, 156
Wozniak, Steve, xi, 6, 79, 217
Xerox, 6
YouTube, 27, 161, 168, 197
“Apple Store dance” on, 138–139
Zappos, xvii, 80–81, 104, 117, 176–178
Zuckerberg, Mark, xvi, 161