Quality in a service or product is not what you put into it. It is what the client or customer gets out of it.
-Peter Drucker

I wasn’t expecting much.

I don’t have a good track record when it comes to customer service encounters. But then, who does?

My iPhone recently developed a dead spot. It’d turn on and it’d play music, but there was a whole section of the screen that would not react to my touch. <insert joke about marriage here>

Would I rather it never happened in the first place? Sure.
The best way to avoid a bad customer service experience is to build a great product that never breaks.

But being that this was a first generation product and my lifelong addition to gadgetry, I anticipate the occasional glitch here and there. Up to that point, I’d been absolutely fan-tab-ulously delighted with my iPhone.

Neither Simple Nor Intuitive
My first step was to go to the Web site. This was a disappointment.

For all their talk of simplicity, Apple’s Support Web site is neither simple nor intuitive.

‘Great for buying products. But if you have a question or want help troubleshooting a specific problem? Good luck.

You have to wade through their forums which is chock full of chaff. Frankly, I don’t have the patience. I actually received better information doing a blind Google Search.

That said, I was pleasantly surprised to find they had a 1 year warranty. Actually, that’s kind of sad isn’t it? I mean for $600 they better. Right?

But warranties are like taxes for me, I just expect to get screwed.

After doing more research, I discovered I had two options.

1) Email them and make arrangements to mail my beloved phone to them

2) Take it to my local Apple Store. Which for me is an hour and a half away.

I went with option #2.

(Grudging) Road Trip!

Having done a Google search on my particular problem. I learned other folks had experienced similar issues. But that when you took it to the store, they just gave you a loaner phone and mailed yours in to get repaired.

Hearing that, I half expected to get a 1987 Motorola classic.
If that were the case, I was prepared to have a full on hissy fit.

Upon arrival, I was greeted by a store associate. I told him I was here to get my iPhone serviced and he pointed me toward the Genius Bar. Once there, another associate, took my name and said they’d be happy to schedule an appointment. The next available appointment was 2 and half hours away.

An appointment?!? Why didn’t anyone mention that on the Web site? Ohhh, right….their Web site.

Sensing my exasperation, the young girl apologized. She said if I stopped in a little before my appointment she’d do her best to expedite my placement at the service desk.

A Happy Ending

After grabbing lunch and killing as much time as possible at the Joseph Beth’s Bookseller, I headed back for my appointment at the Apple Store.

I was again greeted at the door, this time by the same girl who had taken my appointment. She remembered my name and referred to me as ‘Mr. Brown.’

I was immediately led up to the Genius Bar and they signed me in. I had to wait a few moments but they called my name after about 2 minutes.

The Apple Genius asked how he could help. I explained the issue and he said…and I quote…‘That sucks. Why don’t I get you a new one?’

I felt a thrill. A new one?

I mean, the thought crossed my mind. I just didn’t think it was possible. I thought, best case, I’d be given a refurbished one. But no, they gave me a brand spankin’ new one.

After that, it was just a matter of popping out the AT&T SIM card and re-registering it on their network. I’d have to re-sync the iPhone on my computer to get my songs and contacts back in. But iTunes backs that stuff up automatically — so no worries there.

What Did I Expect?

Well, Apple, like most companies, has it’s share customer service problems.

But walking out of the store that day I was thrilled. I had a new iPhone.

I didn’t have to fight with anyone. I was treated with respect. The employees were understanding and resolved my problem.

I went in prepared to do battle. But their PEOPLE made it easy for me.

On the other hand, I felt they could have prepared me better for my experience. Perhaps by holding my hand a bit on their Web site they could have set my expectations better. I wouldn’t have been so stressed out beforehand. I wouldn’t have been thinking that I was going to have to wait weeks to get my beloved iPhone back.

They also could have made it clearer that customer service visits to the store are by appointment only. I learned after the fact that you can make appointments at the local store’s Web site. But I think they should have made that more obvious from the start.

Granted I’d rather have an appointment then stand in line for 2 hours, but they could have communicated that upfront.

In the end, I was made whole again. They gave me exactly what was right…what was fair…and for that I’m grateful.

But, as I write this one question remains: Were they that good? Or were my expectations just that low?

Have we been so abused in the past that any attempt by a company to provide decent service is met with overwhelming appreciation? Was I gushing because they deserved it or because I’d lost my perspective on what I SHOULD expect as a consumer?

What do you think?

I’d love your comments.

photo credit: _sarchi