I just completed reading Carmine Gallo’s book “The Apple Experience: Secrets to Building Insanely Great Customer Loyalty”. This is an excellent book that serves as a roadmap for leaders who want to a create great customer experiences by defining a compelling customer based purpose that engages employees.
This book has had a tremendous impact on how I think about Purpose and how to engage employees.
In the words of Ron Johnson Apple’s former Senior Vice President of Retail Operations, “the most important component to the Apple experience is that the staff isn’t focused on selling stuff. Its focused on building relationships and trying to make people’s lives better”. Most national media credits the success of Apple Retail to product and in-store design. However the real success is that Apple Store Employees are trained, personable and passionate about the brand.
Apple developed a simple “Purpose” that defined their relationship with customers and engaged employees. Their purpose is “Enriching Lives”.
Apple understands that people want to be inspired. They want to work toward a higher purpose and to feel good about themselves and the brands they work for. Apple Retail touched the lives of their employees before it touched the lives of their customers. The Apple secret is to attract and engage passionate employees in support of a Purpose they feel good about.