I am, at least most of the time, what we call an early adopter, a fan of new technologies. And I must confess that I have been a disciple of Apple since 1986.
However, when the Californian company launched, with great pomp and glory, its first smartwatch in 2015, I was not immediately seduced, especially because of the low battery life.
But when the 4th generation was announced last year, it caught my attention. It’s hard to miss Apple’s fall mass. So I watched the video of the launch, then visited the web pages presenting the watch. I have read the reviews, both positive and negative. I visited my local Apple store to see it, touch it, try it, etc. Should I choose with/without LTE connection? Should I opt for a size of 40 or 44 mm? Silver or cosmic gray?
I even visited the store twice! During each visit, an employee took the time to describe the watch, present its main features and asked me questions about the desired use: “Do you do sports?”, “Do you always carry your iPhone with you?”
Since this is a very personal item – something worn on the wrist – I was invited to try the watch.
During the evaluation process, I asked friends what they thought about their smartwatches, pros and cons, etc.
In short, after reading more than positive reviews almost everywhere, I visited the Apple website to find out if the coveted watch was finally available at my local Apple store… and it was.
So I visited the store for the third time to buy the watch. The salesperson presented the different models, introduced me AppleCare without insisting, and while continuing the discussion, my watch appeared on the counter as if by magic. It was not really conjuring, but rather a masterfully orchestrated customer experience.
While talking to me, the employee had checked the inventory of the desired model and a message had notified a colleague to bring it to him. It’s simple, but very effective. This makes me think of Aldo with its “runners”, employees who literally run from the back store to bring customers the desired pair of shoes.
I was kindly offered to immediately configure my watch in store. It was an offer I declined to see and evaluate the steps to go to use the watch. I found that the process was thoughtful, the explanations were clear and a maximum of data was exchanged between the iPhone and the watch, which facilitated the onboarding process.
What should we remember from this story?
The customer experience happens on multiple channels. Awareness on the web, evaluation on the web, evaluation in store, evaluation on the web, evaluation with friends, reviews in newspapers and on the web, checking the inventory in a local store using the web, then finally purchase in brick and mortar store.
The experience is made up of several moments, several points of contact that transform a potential buyer into a customer, who in turn, if satisfied, will share his/her experience with other people, in person or virtually on social media. All in all, everything counts to convert a customer. Do not forget it!
In the days that followed my purchase, I received an email from Apple inviting me to a one-on-one session to help me configure and make the most of my smartwatch.
Out of curiosity, I chose a time slot. A few minutes before the agreed time, I received a confirmation SMS that also allowed me to cancel or postpone the appointment. I then clicked on a link to the support session.
The Apple employee took the time to fully understand my needs, shared the screen of his iPhone and watch, answered my questions, presented the features I was interested in, and sent links to some of the content he covered during the session. That’s what we call a first-class onboarding process! I know that Apple offers this service in store. But I did not expect a personalized online experience. Furthermore, I discovered new features that make me appreciate my purchase even more.
And to the question: “Do you like your watch?” I answered, “I wonder why I waited so long! “
Originally published on Les Affaires blog – © Daniel Lafrenière – All rights reserved