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An Inside Look at Apple's Genius Training Manual

Gizmodo reports that it has obtained a complete copy of Apple's training manual for new retail store Genius hires. The manual includes an overview of the two-week training new Geniuses go through, along with detailed information on how to handle customer service issues across a broad variety of scenarios.
The manual could easily serve as the Humanity 101 textbook for a robot university, but at Apple, it's an exhaustive manual to understanding customers and making them happy. Sales, it turns out, take a backseat to good vibes—almost the entire volume is dedicated to empathizing, consoling, cheering up, and correcting various Genius Bar confrontations. The assumption, it'd seem, is that a happy customer is a customer who will buy things. And no matter how much the Apple Store comes off as some kind of smiling likeminded computer commune, it's still a store above all—just one that puts an enormous amount of effort behind getting inside your head.
The report highlights several topics from the manual, including training on how to empathize with customers to build a relationship, recognizing body language and other cues to help understand each customer's emotions and guide the interaction to a resolution, and Apple's "banned words" along with the preferred terms that should be used to describe certain issues.


Apple's retail stores have long been highly regarded for their customer service, with staff providing significant levels of free support through the Genius Bar while sales associates training in helping customers find solutions to their problems assist with purchases. A number of Apple's customer service interaction technique have even been adopted from the Ritz-Carlton luxury hotel chain, itself famous for attention to customer service.

But as the chain has continued to grow there have been signs of strain on this outlook for retail, with staff reportedly being asked to do more with less amid claims that operational efficiency has risen in significance at the price of reduced customer and employee satisfaction.

Top Rated Comments

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28 months ago
I see no mention of "spinning beach ball of death" under avoid or do not use, so I assume geniuses are free to use that. :)
Rating: 36 Votes
28 months ago
Do not use

Overpriced

Avoid

Expensive

Use

It's cheaper than...
Rating: 28 Votes
28 months ago
My battery issue in Mountain Lion is becoming a serious situation since the condition seems to be getting worse.


(Of course Apple does not respond to my repeated emails about this... :D )
Rating: 22 Votes
28 months ago
I have yet to enter an Apple store that didn't make me hate humanity.
Every one I've been to is full of the snottiest pricks. The apple store is successful because of its excellent layout and of course the apple products, but they have a serious inability to hire intelligent people who aren't just bearded hipster tools
Rating: 18 Votes
28 months ago
"Escort Android users off the premises."
Rating: 15 Votes
28 months ago

I have yet to enter an Apple store that didn't make me hate humanity.
Every one I've been to is full of the snottiest pricks. The apple store is successful because of its excellent layout and of course the apple products, but they have a serious inability to hire intelligent people who aren't just bearded hipster tools


hmmm, I've always had the totally opposite experience. They've always been extremely friendly and helpful when I've been in the store. Maybe it's you and your obvious attitude problem. Have you found that most people don't want to help you in your everyday life?
Rating: 12 Votes
28 months ago

strange that apple gets inspired or even copies another companies techniques.


You lost, let it go. ;)
Rating: 12 Votes
28 months ago
Crash = gone into a non productive mode.

Hang = considering options internally

:D
Rating: 12 Votes
28 months ago
Just like Orwell's '1984' Newspeak
http://en.wikipedia.org/wiki/Newspeak

That's why, under Apple, 2012 is more like '1984'...the irony !!
Rating: 11 Votes
28 months ago
I once witnessed a "Genius" who evidently had not read the manual "handle" an upset customer who twice had his hard drive replaced within a few months and was very therefore unhappy with his laptop purchase.

The Genius told him that this thing happens all the time and he wished the customer could see how many hard drives come in for repairs each day. He said, Apple doesn't make the hard drives so it has nothing to do with the quality of the product.

That didn't sound very empathetic or consoling. The customer went from quietly requesting a refund to loudly expressing dissatisfaction with Apple policies as other customers looked on.

I distanced myself in anticipation of a Genius getting smacked with a laptop.
Rating: 11 Votes

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