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Apple’s 5 steps of service: The secret sauce for success

Apple’s 5 steps of service are explained by Forbes contributor Carmine Gallo in the video below.

Video Link
Apple’s 5 Steps Of Service

Apple’s 5 steps of service are spelled out in the acronym APPLE:

Apple’s 5 Steps of Service

  • Approach customers with a personalized warm welcome.
  • Probe politely to understand all the customer’s needs.
  • Present a solution for the customer to take home today.
  • Listen for and resolve any issues or concerns.
  • End with a fond farewell and an invitation to return.

Of course delivering this type of customer service should just be common sense for any business. It’s not. As customers we should witness this type of service everywhere. But we don’t.


Poor customer service costs U.S. businesses an estimated $83 billion a year. Two in three customers in the last year have walked out of a store because of bad customer service.

The Secret Sauce: Friendly Staff

The best thing businesses can do for their bottom line is to immediately implement Apple’s 5 steps of service. It’s very easy to implement if you have friendly, customer centric employees.

Tim Cook, the CEO of Apple, said this about how Apple does business, and he calls his employees “all wicked smart”:
“And frankly, we don’t settle for anything less than excellence in every group in the company, and we have the self-honesty to admit when we’re wrong and the courage to change.”

The good news is that you don’t have to be “wicked smart” to implement Apple’s 5 steps of service.

What do you think of Apple’s 5 steps of service?

Kirt Manecke is the author of the award-winning books Smile: Sell More with Amazing Customer Service, and Smile & Succeed for Teens: Must-Know People Skills for Today’s Wired World. Learn how to implement the kind of customer service in Apple’s 5 steps of service in Kirt’s books available on his website.

Posted by Kirt Manecke | 0 Comment
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