About 2 weeks ago, I was asked to answer a survey about a recent shopping trip I made to the Apple store. Given that part of my company does this kind of work, I'm willing to participate in these surveys, provided they're not too long and that the survey I'm answering doesn't become invalid by my association with a survey company.
It was a relatively innocuous survey, asking me how the staff treated me, what would get me to shop at Apple more regularly, and if I had any suggestions. This was all fairly common for a post-shopping survey. As usual, the end of the survey asked if I could be contacted by Apple for further information. Not expecting to hear anything further, I said yes and provided my cell number.
On Sunday afternoon, my cell rang and it was the store manager from the store I shop at. There are two remarkable items to note about this call. The first is that the manager didn't call me for more detail per se, but just to thank me for the information, as "Apple is very interested in making their stores a better place to shop, and are taking these surveys very seriously." The other interesting bit was that we spoke for the better part of 20 minutes about my experience and the answers I provided.
Now, this is a store manager who surely is dealing with all sorts of consumer related issues on a busy shopping day (in the last year, I've never been to this store on the weekend without it teeming with potential and actual buyers). That he called me was a small miracle, but that he actually talked to me was a little more than that.
We talked about my particular issues with the store (not using stantions at the checkout queue, and none closer to my house/work) and my experiences in the store. I noted that on one trip, my wife and I specifically visited the store to inspect iLife '08 to help us understand if we need to upgrade. The sales reps were particularly useless. Sure, iLife had just been introduced the day before, but I expected to be able to roll in to the Apple store and have all of my questions answered by anyone dressed in black.
What the manager said at this point was particularly interesting. He claimed that because Apple keeps so much information about new products secret, people walking in to the stores often have more information about the product than the store employees do. He particularly pointed out this being a problem with the release of the iPhone and iLife, in that Apple did not provide any advance training for their sales staff.
His candor shocked me, but not as much as the obvious issue with being overly secretive. Joe Consumer really needs help from the technically advanced sales staff at these kinds of stores, or else he's going to - at best - be confused about the product, and - at worst - have a bad experience with a product and never purchase it. Case in point: my wife and I did not upgrade to iLife '08 as the sales staff was unable to provide us with a convincing argument for the cost.
Bravo to Apple for taking the time to understand their customers a little better. Boos to Apple for being insanely secretive with their products. In my opinion, Walt Mossberg shouldn't have more information about or experience with a product than the staff in charge with selling it.