apple
Aug 28, 2012 12:00 PM 438,767
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We recently showed you just how badly some of Apple's retail elite behave when no one's watching, but surely they were taught better, right? You bet they were: Apple tells its new recruits exactly what what to think and say. How do we know? We read Apple's secret Genius Training Manual from cover to cover.
It's a penetrating look inside Apple: psychological mastery, banned words, roleplaying—you've never seen anything like it.
The Genius Training Student Workbook we received is the company's most up to date, we're told, and runs a bizarre gamut of Apple Dos and Don'ts, down to specific words you're not allowed to use, and lessons on how to identify and capitalize on human emotions. The manual could easily serve as the Humanity 101 textbook for a robot university, but at Apple, it's an exhaustive manual to understanding customers and making them happy. Sales, it turns out, take a backseat to good vibes—almost the entire volume is dedicated to empathizing, consoling, cheering up, and correcting various Genius Bar confrontations. The assumption, it'd seem, is that a happy customer is a customer who will buy things. And no matter how much the Apple Store comes off as some kind of smiling likeminded computer commune, it's still a store above all—just one that puts an enormous amount of effort behind getting inside your head.
It's a penetrating look inside Apple: psychological mastery, banned words, roleplaying—you've never seen anything like it.
The Genius Training Student Workbook we received is the company's most up to date, we're told, and runs a bizarre gamut of Apple Dos and Don'ts, down to specific words you're not allowed to use, and lessons on how to identify and capitalize on human emotions. The manual could easily serve as the Humanity 101 textbook for a robot university, but at Apple, it's an exhaustive manual to understanding customers and making them happy. Sales, it turns out, take a backseat to good vibes—almost the entire volume is dedicated to empathizing, consoling, cheering up, and correcting various Genius Bar confrontations. The assumption, it'd seem, is that a happy customer is a customer who will buy things. And no matter how much the Apple Store comes off as some kind of smiling likeminded computer commune, it's still a store above all—just one that puts an enormous amount of effort behind getting inside your head.
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