The Apple Experience: Understanding your two most important customers is your business #TWBR

by | Apr 9, 2016

Understanding customer behavior, packaging products and services to wow buyers, prepping employees to be friendly with clients/customers and providing excellent customer service are some of the pain points that every business must resolve or lose to competition. This month is all about the customers within and without. Techpoint Weekly Book Review (TWBR) of ‘The Apple Experience’ takes businesses back to the drawing board to help create great experiences around products/services.

Starting a business venture might not be a difficult thing but retaining customers is a hurdle every business as to successfully scale. To help in this journey Carmine Gallo explains in his book “The Apple Experience” what it takes to build insanely great customer loyalty by explaining in plain text the magic behind the Apple adventure.

Most organisations focus on the external customers and forget the internal customers that are key to help gratify the need of the external. You must be thinking what is this ‘dude’ saying and who is this internal customer that I need to take serious. Well, your employees are your internal customers.

The most important component to the Apple experience is that the staff isn’t focused on selling stuff. It’s focused on building relationships and trying to make people’s lives better – Ron Johnson


Having staff that cares doesn’t happen in the interview room during recruitment. It is a function of how much investment you make into nurturing your staff as though they are part of a family and making clear the vision that drives the organization.


“Vision is everything.” A bold dream attracts evangelists, and no lasting brand can be built without a team of dedicated people who share the vision. Passion fuels the rocket; vision directs the rocket to its ultimate destination. – Excerpt from The Apple Experience

Apple’s vision is clear — to put a computer in the hands of everyday people — and it reflected in the experience built around the products and services rendered.

So if you are already thinking, ‘mehn’ this is a long read. Calm your fears, it’s a journey that will take us the whole month with a book that is barely over 200 pages and if you will like to join other #TWBR readers, you can purchase The Apple Experience at Africareeds with our code ‘TECHPOINT10‘ to claim 10% discount.

To wrap up this week’s review I will like to leave you with 3 things to do before our next review:

  • Find inspiration outside of your industry with great customer experience.
  • Ask meaningful questions about this company that inspires you.
  • According to Ron Johnson, A vision is something that you can say in one sentence. So pen down your company’s vision.

Remember a vision is not a mission statement. A mission statement is about “you”; a vision is about “them” your customers.

Emmanuel Ogunsola
Emmanuel Ogunsola

I love telling stories using text, pictures and videos. It’s all about the little details.


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