Customer satisfaction is key to the success of your brand #TWBR

by | Apr 16, 2016

Last week’s review of The Apple Experience covered the first step to making sure you offer great customer service, and developing the internal customers–your employees– as their motivation, passion and happiness would translate to the success of your business. This week is still focused on the customer, but from a different perspective.

The external customers are those that patronise your goods and services, and when they are satisfied, you stay in business. Needless to mention what happens when your customers are not exactly feeling you.

Do you remember the last bad customer experience you had? It is still most likely stuck in the back of your brain with a stick-it note attached to “Never go back there”.


In relation to Apple, Carmine Gallo presents five steps of service as the acronym APPLE;

  • Approach customers with a personalised warm welcome
  • Probe politely to understand all the customer’s needs
  • Present a solution for the customer to take home today
  • Listen for and resolve any issues or concerns
  • End with a fond farewell and an invitation to return

Replicating the above steps in relation with your customers would enrich the experience your customers have and surely guarantee they come back.

I talked to Apple customer service for almost two hours. At least one and half of that we discussed college football and not Apple products- Ryan M


Some businesses want to know beforehand if you are buying anything or just window shopping, unknowing to you this knowledge would be used in crafting the reception which you get as a customer. By doing this, such businesses die slowly, chasing away life long commitments in exchange for one-time patronage.

Customer service blunders are inevitable, but reducing them to their barest minimum is a must to keep the lifelines of your business coming back.

Social media engagement is another great tool for keeping your customers abreast and romancing them unto greater relationships. In this computer age when the internet has made it relatively easy for brands to communicate with their customers, most companies do not take advantage of this. Some even use it as an advantage(?) with the mindset that since the customer wasn’t physically present, confrontations would be kept at bay.


As a brand, your social media handles should be kept abuzz with communications, updates and apologies(when necessary), to your customers.

Studies have shown that Apple products trigger a part of the brain that is related to religious adulations.When Steve Jobs died, the whole world mourned him like a religious figure and sites were set up all over the world to celebrate the life of a man that has wrought change to the life of his customers.

Engaging your customers can spike a deep seethed lifelong commitment to your brand that only you can break.

In conclusion, “The customer is always right” is a slogan made popular by successful retailers such as Harry Gordon Selfridge, John Wanamaker and Marshall Field. And it seems to resonate more in this part of the world than any, yet the words are never backed with action.

At the start of every day, wake up to the fact that your customer–internal and external– is always right and is the soul of your business; there is no way around that fact.


In partnership with Techpoint, Africareeds is offering discounts to all our readers on all their books. Head on to Africareeds and use the coupon code TECHPOINT10 to get 10% off “The Apple Experience”.



Feature Image; Black Enterprise

Victor Ekwealor
Victor Ekwealor

tech. media. startups. africa. vc | Twitter: @victor_ekwealor

Are you in tech and you are looking at getting a foreign remote job or you want to move abroad? Fill this form and you will get the BEST resources to help you get that high paying remote job as well as japa easily! WAGMI!

Notify of
Inline Feedbacks
View all comments

Recent News

TABS is tomorrow! 💃 💃

TABS is tomorrow! 💃 💃

On #TechpointDigest, we discuss Victory Farms’ $5m investment, Netflix for kids and people with disabilities, and TikTok’s plan to credit creators.

TikTok on a “Branded Mission”

TikTok on a “Branded Mission”

On #TechpointDigest, we discuss Autochek’s new acquisition, TikTok’s Branded Mission, Bamba’s $3.2 million seed, and Jumia’s report for Q1 2022.

[PODCAST] Tax evasion in Nigeria to get harder

[PODCAST] Tax evasion in Nigeria to get harder

Using data mining and machine learning, Nigeria’s Federal Inland Revenue Service plans to make it harder to evade taxes. Listen to today’s episode of #TechpointAfricaPodcast to learn how it plans to do that.

Subscribe to Techpoint Digest!

A daily 5-minute roundup of happenings in African and global tech, sent directly to your email inbox, between 5 a.m. and 7 a.m (WAT) every week day!

Please check your email to confirm your subscription.

Subscribe to Blockchain Explorer

Analysis oninnovation, regulations, and trends inthe blockchain sector, as it concerns Africa

Please check your email to confirm your subscription.

Subscribe to The Experts

A bi-weekly where tech career specialists take us on their journey from newbie to expert, and how they became successful in the industry.

Please check your email to confirm your subscription.

Subscribe to Founder's Table

A monthly series, where we catch up with founders in the startup ecosystem, learn about their failures, successes and a few tricks of the trade

Please check your email to confirm your subscription.

Copy link
Powered by Social Snap