Apple imposes on its employees some very strict rules in terms of interaction with customers but also in terms of how they should behave inside the store even when they are not dealing with sales or offering help to customers. Those from the WallStreet Journal came into possession of some documents which explains the methods by which Apple controls its store employees. According to these documents, employees must not correct customers if they mistake the name of a product and Genius Bar experts must not use certain words such as "unfortunately" but should replace them with positive ones.
Regarding the salary, a Genius Bar expert earns around $30 per hour while an employee in the sales area earns between $9 and $15 per hour. The worst part is that Apple stores rarely promote anyone to a management position within the Apple company, so as an employee you can at best end up being the boss of a certain store, but nothing more. The good part for Apple is that they don't have to look for employees because the stores receive job applications every day, but the applicants are subjected to successive and very strict interviews before being hired or rejected. Finally, if you are employed, you go through a training in which the company's philosophy is explained and imposed on you, which you must respect and apply in the relationship with clients and beyond.
Here are some of the requirements that employees in an Apple store must comply with:
- Strict control over its employees: Apple employees are not allowed to discuss rumors with customers and technicians are not allowed to mention any glitches. If you are caught writing about the company on the Internet, you will be fired. Tardiness is not tolerated and employees who are six minutes late to work more than three times in six months can be let go.
- An emphasis on customer satisfaction, not sales numbers, that is spelled out with the acronym APPLE.
- Aapproach customers with a personalized warm welcome
- Pdress politely to understand all the customer's needs
- Present a solution for the customer to take home today
- Llisten for and resolve any issues or concerns
- End with a fond farewell and an invitation to return.
- As part of this APPLE approach, technicians are urged to listen to customers and respond with assurances that you understand their needs. Salespeople are encouraged to find solutions for customers and not just make a sale. They are not allowed to correct a customer's mispronunciation. New employees also undergo a rigorous training and mentoring process that can take weeks to complete.
- Retail pay starts at US$9-$15 per hour for sales staff and up to $30 per hour for Genius employees. A move from retail to corporate is rare and many employees leave when they realize they can't advance up the ladder.
- Although there are no sales quotas or commissions, Apple employees are encouraged to sell service packages. If they don't sell enough that they planned, they will be re-trained or moved to another position within the store.
