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The Apple Experience：Secrets to Building Insanely Great Customer Loyalty

作者: Carmine Gallo 著

出版社: McGraw-Hill

出版时间: 2012-03

版次: 1

ISBN: 9780071793209

定价: 274.90

装帧: 精装

开本: 16开

纸张: 胶版纸

页数: 256页

正文语种: 英语

分类: 外文古旧书>英文书>管理

11 张插图图片

6人买过

Apple Stores earn more money per square foot than any other retailer. At the core of Apple’s success and intense customer loyalty, however, aren’t just “Insanely Great” products, but great people who are informed, empowered, and motivated to deliver an unbeatable customer experience. In The Apple Experience, internationally bestselling author Carmine Gallo details the principles and practices behind this total commitment to the customer and explains how your brand can achieve outstanding results by delivering this same high standard of service.

Carmine Gallo interviewed professionals at all levels who have studied Apple, and he spent hundreds of hours observing the selling floor in Apple’s retail space and learning about Apple’s vision and philosophy. Using insights and data from these sources, he breaks down Apple’s customercentric model to provide an action plan with three distinct areas of focus:

* Inspire Your Internal Customer with training, support, and communications that create a “feedback loop” for improving performance at every level
* Serve Your External Customer with irresistible brand stories and dedicated salespeople who embody the APPLE five steps of service-- Approach, Probe, Present, Listen, End with a fond farewell
* Set the Stage by ensuring that no element is overlooked in creating an immersive retail environment where customers can see, touch, and learn about your products

With The Apple Experience, you can improve the return on your investment in retail by adding real value to every customer interaction. Better still, any business that deals with people--employees or customers--can adopt the techniques to achieve Apple-like market dominance by enriching lives, building loyalty, and reimagining the customer experience.

　　苹果零售店比其他零售商每平方英尺能赚更多的钱。苹果的成功和强烈的客户忠诚的核心。不仅仅是“近乎疯狂般优异”的产品，还有优异的员工，他们被授权和激励，创造着无与伦比的客户体验。在《体验苹果：苹果零售店成功的奥秘》中，国际畅销书作家卡迈恩，加洛详述了苹果体验这个对顾客的完整承诺背后的原则和实践，并阐述了你的品牌如何通过提供同样高标准的服务来实现超凡的结果。
　　卡迈恩·加洛访问了从各个方面研究苹果公司的人士，并且亲身花费数百小时观察苹果零售店的销售区域和学习苹果的愿景及理念。通过使用这些来源的见解和数据，他将苹果以客户为中心的模式作出划分并提出以三个方面为重点的行动计划。
　　鼓舞你的内部员工，通过培训、支持和沟通创造一个“反馈回路”来提高各个层次的表现。
　　服务你的外部客户，通过充满魅力的品牌故事，以及掌握苹果五步服务法（A-接近，P-探询，P-呈现，L-聆听，E-成交并愉快的送别）的专注的销售人员来实现。
　　准备好你的舞台，确保在没有一个元素被忽略的情况下创建一个身临其境的零售环境，让客户在那里能够看见、触摸以及了解你的产品。 CarmineGalloisthecommunicationscoachfortheworld’smostadmiredglobalbrands.AformeranchorandcorrespondentforCNNandCBS,GalloisapopularkeynotespeakerandhasworkedwithexecutivesatIntel,Cisco,Chevron,Hewlett-Packard,Coca-Cola,Pfizer,andmanyothers.Gallowrites“MyCommunicationsCoach,”aregularcolumnforForbes.com.Hehaswrittenseveralinternationallybestsellingandaward——winningbooks,includingTheInnovationSecretsofSteveJobs,ThePresentationSecretsofSteveJobs,andThePoweroffoursquare.GallohasbeenfeaturedintheWallStreetJournal,theNewYorkTimes,andSuccessmagazineandonCNBC.HelivesinPleasanton,California,withhiswifeandtwodaughters.

　　卡迈恩·加洛，为全球很多令人敬仰的品牌作沟通导师。作为一位前CNN（美国有线电视新闻网）和CBS（美国哥伦比亚广播公司）主持人和记者，加洛曾采访过英特尔、思科、雪佛兰、惠普、可口可乐、辉瑞制药等公司的高管。加洛为Forbes．com撰写“我的沟通导师”专栏。他已经撰写了几部国际畅销和屡获赞誉的书籍，包括《乔布斯的魔力演讲》《非同“凡”想：乔布斯的创新启示》和ThePowerofFoursquare。加洛曾被《华尔街日报》《纽约时报》和CNBC（美国全国广播公司财经频道）专题报道。他现在和妻子及两个女儿生活在加利福尼亚州的普莱森顿。
　　
　 Gimme That Ol’ Time Apple Religion
A Puddle of Water Turns to a Pile of Panic
Stuff You Don’t Learn in School
The Apple Experience Made Simple
Enriching Lives
内容简介:
Apple Stores earn more money per square foot than any other retailer. At the core of Apple’s success and intense customer loyalty, however, aren’t just “Insanely Great” products, but great people who are informed, empowered, and motivated to deliver an unbeatable customer experience. In The Apple Experience, internationally bestselling author Carmine Gallo details the principles and practices behind this total commitment to the customer and explains how your brand can achieve outstanding results by delivering this same high standard of service.

Carmine Gallo interviewed professionals at all levels who have studied Apple, and he spent hundreds of hours observing the selling floor in Apple’s retail space and learning about Apple’s vision and philosophy. Using insights and data from these sources, he breaks down Apple’s customercentric model to provide an action plan with three distinct areas of focus:

* Inspire Your Internal Customer with training, support, and communications that create a “feedback loop” for improving performance at every level
* Serve Your External Customer with irresistible brand stories and dedicated salespeople who embody the APPLE five steps of service-- Approach, Probe, Present, Listen, End with a fond farewell
* Set the Stage by ensuring that no element is overlooked in creating an immersive retail environment where customers can see, touch, and learn about your products

With The Apple Experience, you can improve the return on your investment in retail by adding real value to every customer interaction. Better still, any business that deals with people--employees or customers--can adopt the techniques to achieve Apple-like market dominance by enriching lives, building loyalty, and reimagining the customer experience.

　　苹果零售店比其他零售商每平方英尺能赚更多的钱。苹果的成功和强烈的客户忠诚的核心。不仅仅是“近乎疯狂般优异”的产品，还有优异的员工，他们被授权和激励，创造着无与伦比的客户体验。在《体验苹果：苹果零售店成功的奥秘》中，国际畅销书作家卡迈恩，加洛详述了苹果体验这个对顾客的完整承诺背后的原则和实践，并阐述了你的品牌如何通过提供同样高标准的服务来实现超凡的结果。
　　卡迈恩·加洛访问了从各个方面研究苹果公司的人士，并且亲身花费数百小时观察苹果零售店的销售区域和学习苹果的愿景及理念。通过使用这些来源的见解和数据，他将苹果以客户为中心的模式作出划分并提出以三个方面为重点的行动计划。
　　鼓舞你的内部员工，通过培训、支持和沟通创造一个“反馈回路”来提高各个层次的表现。
　　服务你的外部客户，通过充满魅力的品牌故事，以及掌握苹果五步服务法（A-接近，P-探询，P-呈现，L-聆听，E-成交并愉快的送别）的专注的销售人员来实现。
　　准备好你的舞台，确保在没有一个元素被忽略的情况下创建一个身临其境的零售环境，让客户在那里能够看见、触摸以及了解你的产品。
作者简介:
CarmineGalloisthecommunicationscoachfortheworld’smostadmiredglobalbrands.AformeranchorandcorrespondentforCNNandCBS,GalloisapopularkeynotespeakerandhasworkedwithexecutivesatIntel,Cisco,Chevron,Hewlett-Packard,Coca-Cola,Pfizer,andmanyothers.Gallowrites“MyCommunicationsCoach,”aregularcolumnforForbes.com.Hehaswrittenseveralinternationallybestsellingandaward——winningbooks,includingTheInnovationSecretsofSteveJobs,ThePresentationSecretsofSteveJobs,andThePoweroffoursquare.GallohasbeenfeaturedintheWallStreetJournal,theNewYorkTimes,andSuccessmagazineandonCNBC.HelivesinPleasanton,California,withhiswifeandtwodaughters.

　　卡迈恩·加洛，为全球很多令人敬仰的品牌作沟通导师。作为一位前CNN（美国有线电视新闻网）和CBS（美国哥伦比亚广播公司）主持人和记者，加洛曾采访过英特尔、思科、雪佛兰、惠普、可口可乐、辉瑞制药等公司的高管。加洛为Forbes．com撰写“我的沟通导师”专栏。他已经撰写了几部国际畅销和屡获赞誉的书籍，包括《乔布斯的魔力演讲》《非同“凡”想：乔布斯的创新启示》和ThePowerofFoursquare。加洛曾被《华尔街日报》《纽约时报》和CNBC（美国全国广播公司财经频道）专题报道。他现在和妻子及两个女儿生活在加利福尼亚州的普莱森顿。
　　
　
目录:
Gimme That Ol’ Time Apple Religion
A Puddle of Water Turns to a Pile of Panic
Stuff You Don’t Learn in School
The Apple Experience Made Simple
Enriching Lives

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The Apple Experience：Secrets to Building Insanely Great Customer Loyalty

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