Apple's New SVP of Retail Went Undercover as Regular Salesperson

Apple CEO Tim Cook earlier this week explained that new Apple's new Senior Vice President of Retail, John Browett, was hired not to "bring Dixons to Apple", but instead "to bring Apple to an even higher level of customer service and satisfaction." In the initial press release announcing the hire, Cook went even further, saying that "John shares that commitment [to customer service] like no one else we’ve met."

Showcasing part of John Browett's dedication to customer service, MacRumors reader Paul Harmer passed along this story of a run-in he had with Browett in the UK:

Just a quick note about John Browett -

About a year ago I was with a friend in our local branch of PC World (part of the Dixons group) looking at plasma TVs. We were assisted by a really charming and knowledgable assistant, who I must admit appeared slightly better-dressed and older than most in the store. He must have spent at least 30 minutes with us, explaining the pros and cons of LCD vs plasma, and the best deals available. An excellent impression.

Turns out it was John Browett making one of his regular store visits, but we had to prise this out of him.

Hope he does well, genuinely impressive bloke, and this ties in with your comment about his passion for customer service. He means it!

Paul

In another example of how Browett may be a better fit for Apple than previously realized, Mr. Harmer emailed Dixons Group to share the story of his experience and received an email back from CEO John Browett himself:

Dear Paul,

Thank you for your kind comments.

Hope the TV works out well.

Happy new year

John

When Steve Jobs was CEO, he was known to occasionally respond to customer emails directly. Since he became CEO, Tim Cook has been doing the same.

John Browett begins at Apple in April.