Interview

In order to improve my research about the Apple Store, I conducted this interview with someone who is a loyal customer.

Please tell me your name, age, born city/country, and major field of study.

      -My name isFabio Lanza Brandao Filho, I am 25 years old. I was born in Cruzeiro/Brazil and my major is Computer Science at University of Kentucky.

How often you go to the Apple Store?

      -Once each month.

What is your opinion about the place?

      -I think that the Apple store is an example to be followed on the retail business.

As a costumer and a student of the field (computer sciences), what you think Apple does in it’s stores that makes it a different place from others?

      -They do a lot, but especially the way they put the customer satisfaction at first place, sometimes even before profits. For instance, when you purchase a new device from Apple, the salesman just does a little rupture at the sealing plastic, and leave all the unwrapping part to the customer, so they can feel how is to open a brand new product, and I don`t remember of that happening at any other retail, ever.

What could you tell about your experiences in that store?

      -All my experiences at Apple retails stores have been good. I can say that I am a satisfied customer. I remember once that my brand new Macbook Pro felt at the ground and got a little bit bended, after I took it to Apple store to see what they could do about it, they changed the product for me without hesitating.

Do you have any complain? any compliment?

     -The only complain I have regards to the number of employees they have inside the store. Sometimes the number is not enough to give attention to all customer. I got myself waiting to be helped a couple of times recently. Even tough this is quite normal at any retail, Apple customers always expect the perfection.