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Create World Class Customer Experience

January 7th, 2014 | 3 min read

By Darin "Doc" Berntson

Create World Class Customer Experience

When it comes to brands, who do you think of that always delivers great customer service? For me, a few big ones come to mind; Disney, Amazon, Zappos, Nordstrom, and Apple to name a few.

These particular brands take “customer service” to the next level... they create an amazing customer experience!

People Don’t Remember The Pitch, They Remember The Experience

I actually have that saying on my business cards, and throughout my site. But the  “experience” should not be focussed only while you are trying to get new business, but after the sale as well. The goal, create lifetime customers, and promoters of your business.

Apple Wins My Loyalty: I’m A Customer For Life!

I just want to take a moment and talk about my recent experience with Apple.

Quick back story: 

I own a 15” MacBook Pro, it’s 3 years and 3 months old, and it is the best computer I have ever owned, hands down! Up until very recently, I have not had any issues with this machine. It just works!

For the last couple of months, whenever I used my laptop, I would get an electrical sensation in my fingertips. It got to the point where my fingers, just from using the trackpad, felt like they were raw as if I was rubbing them on a cheese grater all day!

Finally, not being able to stand it anymore, I take my Mac to the Apple store to let a Genius deal with it. They were slammed. It was the first week of December, and the Genius that helped me thought I was crazy, or so I thought. She could not replicate the issue and sent me on my way. I was bummed, to say the least.

Apple sends me a follow-up survey, and in it I explain what happened. The next day I get a call from the store manager, and I vented a little. He was very understanding, and we set up a time to bring the machine back to the Apple store. 

When I arrived, the lead Genius comes out to meet me, and we discuss the symptoms a bit more. While he has never seen this before, he took my concern very seriously and said he would see what they could do. In fact, the Apple escalation department had already been working on some ideas.

Yesterday, I get a call... my MacBook is ready.

The same lead Genius brings out my MacBook and says “I was able to replicate the problem, and it is fixed”.

Woohoo... An instant smile came across my face, and I shook this Apple specialist hand!

Turns out that my battery was not grounded properly. So, they replaced it at no charge. Also, since he is concerned about the machine, he gives me a new charging kit as well. That’s like $200+ of replacement parts, FREE!

Note: My machine is no longer under warranty. Apple Care just ended a couple of months ago. And I thought I would have to be paying for these fixes, or buy a new machine.

The Customer Experience Continues

As I was signing out my machine, he mentioned the following to me:

  • I took this issue very seriously, and I want you to know how much I personally worked on your computer
  • With the amount of work I did on your machine, I feel as if it is a kid of mine. I want to make sure you are happy and know that this machine is performing properly for you.
  • My goal is for you to have the best computing experience ever
  • He gives me his card and says if I ever need anything to contact him

I leave the store smiling and write this post on my Mac, and my fingers feel just fine.

OK Apple Fan Boy, How Does This Relate To Marketing?

Having a great product or service is just the beginning. Having employees that love their job, love the customer, and continually go above and beyond to make them happy is the jam... and is quite possibly the BEST marketing available to you!

A Great Customer Experience Spreads Like Wildfire

How so? Well, am I not writing about Apple on my company blog? Isn’t word of mouth the best form of marketing ever known to man? 

Creating An Exceptional Customer Experience Should Be One Of Your Main Goals 

If the customer is in your store, on your website, or on the phone talking to sales or service, a great experience is the goal. Also, think of how you extend your company on your blog and on your social media profiles. Go above and beyond, and you too, can have a customer or a promoter for life. 

Now Over To You

Does your company focus on customer service, or better yet customer experience? Do you go above and beyond to blow the mind of those who do business with you?

What other companies and brands can you think of that go out of their way to make your day just a little bit brighter? Share them in the comments below.

Until next time, 


Darin "Doc" Berntson

Owner/Head Coach @ Bernco Media. Digital sales & marketing since 1997. Passion for teaching companies to be the most trusted voice in their space. They Ask, You Answer Certified Coach & HubSpot Certified Partner & Trainer. Reversed Type 2 Diabetes doing KETO. Wears Mickey Mouse Daily. Daydreaming of next Disneyland Trip.