The untimely death of Steve Jobs, former CEO of Apple, has brought out many tributes and I would like to add mine. Steve Jobs ability to innovate new products, new user interfaces and new categories of products (combining the phone with portable music and PC type applications) has left its mark on the world. Jobs didn’t just incrementally improve products, he took major leaps. In the area of customer service, I believe Apple came up with a new innovative approach. While telephone support is the first line of support for most users with a concern or a question, if a technician needs to work on the machine to diagnose and fix the problem, Apple came up with a winning formula.

Sony and Apple have been hit with customer dissatisfaction recently: Apple for it location based data being stored on iPhones and iPads and Sony for its Playstation Network Data Breach. In each case, while the company responded to user concerns, they did so late, later than customers expected. During crisis situations, responsiveness is key to maintaining customer satisfaction and customer loyalty.

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