- Posted April 28, 2014 by
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Apple's Customer Service Secrets Leaked: The Memo
Apple employees are forbidden from using negative words such as "crash" "bug" or "problem" when speaking to customers.
Instead of "crash" they are told to say that the product "stops responding" and the terms "bug" and "problem" must be replaced with "issue," "condition" or "situation"
They are also told to avoid disagreeing with or correcting a customer and instead pressed to use the phrase "turns out" to avoid confrontation.
They are given a scenerio where a customer claims that certain software is not supported on their Apple product and instructed to respond: "You'd think not, wouldn't you. Turns out it is supported in this version."
The leaked memo, entitled Genius Training Student Workbook is intended for the Apple employees who work at the 'Genius' desk in the Apple store.
It has been obtained by the website Gizmodo, and details the way that employees are taught to act when faced with customers.
Employees, referred to as 'Geniuses', are advised to pay close attention to body language and are told which gestures indicate each emotion.
A "cluck sound" is equated with confidence, "unbuttoning coats" indicates "openness," "rubbing nose" is a giveaway for "suspicion or secretiveness."
The manual addresses the role of a Genius, which is, according to Apple not just to sell iPhones and iPads: "We deepen and restore relationships.", "We enrich their lives."said an employee of apple customer service
It also says that the employees' approach to selling can be summarised using the letters the spell out the company's name, "(A)pproach, (P)robe, (P)resent, (L)isten, (E)nd"
Employees are encouraged to empathise with the customer as much as possible, but without apologising for the business itself by using terms such as "i can appreciate how you feel"
They are also encouraged to comment on each others progres in a process known as "Fearless Feedback."
This involves turning criticisms into positive remarks. Employees are given a range of scenarios where their colleagues have various issues, such as "Genius T smokes like a chimney and he hasn't been back from a break on time yet."
They are then advised to rephrase the problem more diplomatially.