I will be the first to admit that I am an Apple addict. It is probably an unhealthy obsession at some times, just ask my wife. In other words, I am a typical Apple customer. I own more Apple gear than most high schools (but less than Al Gore). My MacPro, MacBook Pro and iPhone make me especially happy and productive.
However, I cannot quite understand how a company like Apple, who can successfully focus so much time and energy on the User Experience, can fail so miserably at servicing their customers.
The Desktop Replacement
3 years ago I bought a 17″ Powerbook G4 from CompUSA. At the time, it was a top of the line laptop. I was using it as a desktop replacement with a 24″ cinema display and took it with me when I traveled. It was a great laptop and served me well for quite a while.
In late-2006 the DVI-out connection died on me. I probably could have had it serviced under warranty, but decided to instead purchase a MacPro desktop and make the move to an Intel Based mac. The laptop still made it’s way with me on a few vacations and trips home to New Jersey.
My purchase of the MacPro was my first negative experience with Apple. It was when I first learned that the Apple store only stocks a few select items with any real volume.
If you want an iPod, great, they have 10,000 of those in stock, but if you want any kind of professional grade Mac, you will end up walking out empty handed. In fact, I worked with a salesperson to pick out the machine I wanted. He went into the stock room and reserved one for me. I looked around for about 15 more minutes for accessories and then went to checkout.
Long story short, they sold the MacPro I had reserved out from underneath me. The lady at checkout told me that they don’t take reservations and that everything is sold “first come, first serve.”
We proceeded to order one online for delivery, but they were expected to ship within 40 days, so I nix’d that idea. I went to my local Guitar Center and walked out with one that day.
The Laptop Servicing
A few months ago my old trusty Powerbook started to suffer fundamental problems. The fans died, the screen was flickering and it became unbearably hot. Now, I’m overdue for a new laptop – this ones almost 3 years old – but it was still under my 3 year full service warranty. I took it to see a “Mac Genius,” who told me the grave news. The logic board (Apple’s mother board) was dying. The fans were not working and it was overheating something fierce. On top of that, we speculated that the display cabling was bad too, which was causing the screen flicker.
He was happy to send it out for a full repair, with instructions to replace the logic board, reset the display mount and check for other defects. It was gone for 2 weeks.
When it returned, there was a note in the box which told me that the problems I was having were related to a bad RAM chip as opposed to the logic board problem. (A faulty RAM chip could in fact cause these problems) So, instead of replacing the logic board and checking the display, they simply removed the faulty chip and sent it back to me. Note: The faulty RAM chip was the factory installed RAM chip, not my cheap Best-Buy add-on RAM. They did not even replace the faulty part.
They obviously did not power the machine back on after removing the RAM to make sure the problem was remedied. The RAM was not seated correctly and it would not boot up. I reset the good RAM chip and watched my screen flicker and machine overheat again.
I took the machine back to the Apple Store to have it sent out again, but they refused. My 3 year warranty had expired during the 2 weeks they took my laptop and did nothing.
The New Laptop
I dealt with the overheating laptop with the dysfunctional screen for a few more months while waiting for the next generation MacBook Pro to replace it with. When I was ready, I made the hour drive back to the Apple Store.
I came prepared this time. Armed with the knowledge of my previous shopping experience, I called ahead to make sure they had one in stock. They said they would “hold it for me until I arrived.” I agreed, hoping that this one wouldn’t be sold from underneath me again.
When I arrived, I immediately went to checkout. At least, I think it’s the checkout, after all there isn’t a cash register. I handed the lady my Credit Card, told her it was for the laptop with my name on it and waited for her to go and find it. Except, she didn’t go anywhere. She just stood there and looked at me like I was from Mars.
“I’m sorry sir, I know it sounds ridiculous, but you can’t just walk in here and buy a $3,000 computer. You need to talk to a salesperson first.”
You’re right… it is ridiculous. How dare I exchange my money for the product your are selling? So, I was added to the top of the list for a “Personal Shopping Assistant” (aka, pushy salesperson), who would be happy to help me. Since these “PSA’s” work by call ahead appointments and – if they have time – walk in customers after that, I waited for over an hour.
Ok, I know this sounds silly. I stood inside the Apple Store for over an hour with my credit card in my hand. In fact, I made it obvious that I had a credit card in my hand, but nobody wanted to swipe it for the merchandise I had already decided upon.
“You, in the blue shirt. Want a commission? Come swipe this card!” – “Sorry sir, I’m with a customer.”
Eventually I was helped. The guy tried to up-sell me to buy lots of other things. I politely refused, and gave him my card. He gave me the same shocked expression that the girl had an hour previously. “Just swipe it, I must be on my way.”
What would you do?
I feel like I’m in an awkward position. I love Apple’s products and will undoubtedly continue to be a loyal customer, but the loyalty certainly isn’t reciprocated. Of course, I can only speak from my experience with my local Apple store in Legacy Village.
One frustrating experience to buy a fantastic product is certainly better than a delightful experience buying a frustrating PC.
What would you do? Do you have any similar experiences?
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{ 10 comments… read them below or add one }
I had almost the EXACT experience when buying my Macbook. Legacy Village Apple Store, and I think I got stuck with the village idiot. I knew more about the computer than he did, yet he fumbled through his way of trying to sell me a product that I was ALREADY ready to buy. I didn’t need the selling – I wanted a computer – in exchange for my money.
All this time he was rambling on, and I was refusing him trying to sell me other things, we were waiting to go eat dinner at the Cheesecake Factory. The guy almost lost his sale from being stupid.
Just as with you, I previously had a 17inch G4 powerbook with a 23 inch cinema display, then a 15 inch G4 powerbook (same display), then a 20 inch imac, then a 24 inch imac, etc. The list goes on. I am an Apple addict as well. I found my experience buying my Macbook to be very opposite of the usual ‘feel’ of Apple products.
Stores? Who needs stinking stores? Shop from your couch, I always say.
I must say I had the exact opposite experience when I bought my Mac. I walked up to the sales guy and said I’d like a MacBook Pro, the baseline model. They weren’t in stock, which I was expecting, so he ordered one for me online (came in 3 days later – about a week earlier than expected). I went to checkout and I was done. NB: I bought my Mac at Best Buy.
Yours & @NateKlaiber’s experiences make me wonder if Apple store employees get any commission at all. If they don’t, then where’s their motivation to please the customer?
I’m with Bridget, I’ve always ordered online and it’s always arrived fast. But that could just be my general distate for any face-to-face human interaction
I’ve also had nothing but good service at the Genuis Bar, but you have to pick your times. Legacy Village is a nightmare during peak hours
So what if I went there to just grab a ipod or cable? Would I still have to wait for a PSA? Is this something that only happens with big hardware purchases?
I wonder how they would handle the new iPhone launch. I’m under the impression that you can’t activate the new phones online anymore you have to have it done in store.
That is a horrible experience! I’m with Bridget and Brendan: I’ve always ordered stuff from CDW (although, its always been for my company).
After reading this, I think I will skip the Apple Store experience and just buy things online. The product is great and I wouldn’t go back to PCs out of spite, but I certainly wouldn’t give any of those people a commission. There are plenty of ways to give Apple your money without being subjected to the idiocy of the way the store is run.
As I still have not made the migration to Apple I cannot speak from personal Apple Store experience, however I recently purchased a large-screen plasma television from Best Buy after visitng several other electronics retailers that were very pushy and inconsiderate.
After asking all of the right questions and assisting me in finding just the right Sony for my living space she 9the salesperson gave me the 5 minute presentation for the extended warranty and the entire shopping process took less than 30 minutes from entry to exit.
Had I gone in knowing exactly what I wanted I imagine I could have done as Josh originally wanted to–swipe my card and be on my way.
Upon asking the salesperson I uncovered the fact the Best Buy sales associates do not operate on commision, rather they are given incentives based on customer surveys and units sold, not dollars sold.
In answer to Joshs question, I believe that a bad customer service experience can tarnish the perceived value of an item, but when you are dealing with a manufactures store your options are limited to either wait in line and deal with the automoton or order on-line and wait for the UPS truck.
@Danny:
Having worked in technology retail (including Best Buy) I can say that incentives are also based on selling the extended service plans. The stores do not markup big ticket items very much, so in order to profit, they sell their extended service plans. Sometimes they can be a good deal, depending on the cost of the item and the likeliness something will go wrong.
@Josh:
Now that Best Buy is selling Apple products, and if other stores follow suit, competition may help Apple realize they need to improve their customer experience. My advice would be to start shopping for Apple products at other retail outlets and encourage others to do the same (preferably in a public forum, maybe a followup post after you buy your next iPhone or something). Just a thought.
Thanks for the comments guys. Apple’s cult following is interesting.
So many people are blinded by incredible products that they forget that they deserve to be treated better in person.
I’ve never had a bad experience with Apple.
Of course I’ve never owned one. I know that relegates me to cave status among Macarrati but I’ve never been able to pay the premium for what I consider under performing products.
Of course I shun shiny euro autos for the same reason. Nice looking but why pay a premium for snoot appeal. 10 years in LA could be my reason for this too…. Land of snootification.
Other things I don’t ‘get’ are why people stand in line for clubs while ‘bouncers’ let in only the supposed ‘cool’ people, which, ahem this Apple cult of personality seems to promote, when they would let any customer ’stand’ after doing what you did.
What I would argue is great ‘brand’ trumps crap service. Maccarrati obviously find some satisfaction in being mistreated and paying a premium for sub-par price performance, and non-universality of an operating system. I would also suggest, brand can only carry you so far — just ask Detroit. Once you lose ‘brand’ recognition as they have, you can almost never get it back. The US builds great auto’s but you wouldn’t know it from reading the papers….or looking at sales figures.
Apple, learn or face the consequence as some new upstart out designs and out snootifies you….
Your competition is always on your 6 o’clock.
create, conquer, adapt or die….
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