[real-eyes] Fw: Apple to overhaul Genius Bar, changing appointments and using phones as pagers

From: "Reginald George" <adapt@xxxxxxxxx>
To: <real-eyes@xxxxxxxxxxxxx>
Date: Thu, 26 Feb 2015 06:27:18 -0800
This article is from:
http://tinyurl.com/kt5s4u2
Steve

Apple will soon make a significant change to retail store Genius Bar
appointments to improve the customer experience, according to several
sources briefed on the upcoming shift. During the week of March 9th,
Apple’s United States stores will launch a new initiative called “The
new Concierge” that replaces traditional walk-in Genius Bar
appointments. Currently, a customer seeking Genius Bar assistance can
walk into an Apple Retail Store, explain the issue to a check-in
assistant, and get a specific time to return for an appointment…
This new program, spearheaded by Retail Senior Vice President Angela
Ahrendts, moves away from the classic appointment model. Instead, a
customer describes the issue to an Apple Store employee, who inputs the
issue into an updated iPad application. Using a special algorithm, the
application provides the customer a wait time based on issue priorities.
For example, a customer seeking an iPhone screen replacement will
automatically be placed higher in the queue than a customer seeking help
with a minor iCloud issue.
The customer then provides a phone number, which Apple uses to send
three text messages with wait time updates:
• 1) An initial text message confirming the Genius Bar request and
providing the wait time
• 2) A text message telling the customer to start heading back to the
Apple Store
• 3) A final text message telling the customer that their technician is
ready to help and where they can be located in the store
Multiple Apple employees have called the new feature one of the most
significant changes to Apple Store operations in several years, as it
allows customers to request support on the spot, shop elsewhere inside
of the mall, and then return when the store is ready to service them.
This will likely reduce crowding in the Apple Store and possibly fatigue
from waiting customers. Apple Stores will operate essentially like
restaurants that provide diners with pagers and wait times instead of
holding empty tables while people are waiting. However, with the
SMS-based system, realtime feedback and interactivity will be provided
without the need for additional hardware.
For the time being, Apple Store Genius Bar appointments that are booked
online will remain mostly unchanged and will not gain the text
message-based system that will replace walk-in appointments. Apple has
piloted the updated process, dubbed by some employees as “the new
customer journey,” in select markets on a small-scale in recent months.
The new Concierge marks yet another significant retail experience change
from Ahrendts, who has already introduced new employee attire, a new
emphasis on China, and plans for selling and guarding the jewelry-like
Apple Watch. Alongside design chief Jony Ive, Ahrendts is also working
on a more substantial redesign of the Apple Retail Store. Ahrendts
joined Apple in 2014 after being the long-time CEO of Burberry. In
addition to enhancing Apple Store features, Ahrendts has re-organized
the Apple Retail management team and increased communication with retail
employees in the field by way of weekly video messages.

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[real-eyes] Fw: Apple to overhaul Genius Bar, changing appointments and using phones as pagers

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