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New York Times Calls Genius Bars a "Welcome Anomaly"

by , 4:55 PM EST, January 28th, 2005

The New York Times published an in-depth article Friday about the Genius Bars in Apple's retail Apple Stores that praised the fact that you can get live, face-to-face help, something the newspaper called a welcome anomaly.

"In an age when human help of any kind is hard to come by," wrote reporter Katie Hafner, "the eight or nine Geniuses on duty at any given time here are a welcome anomaly. In fact, go to any of the 102 Apple-owned retail stores in the world and -- if you are willing to wait -- you will be treated to what is an increasingly rare service: free face-to-face technical support."

The full article includes quotes from Apple retail vice president Ron Johnson, who came up with the idea of the Genius Bars, and who wanted to give customers the same kind of experience they might expect at the Four Seasons or Ritz Carlton hotels.

"We believed you had to bring the people dimension back into retail," Mr. Johnson told the Times. "We thought, What about giving tech support that's as welcoming as the bar at the Ritz?"

Ms. Hafner's report is two pages, and goes into great detail on how the Mac Genius bar works, the kinds of people hired by Apple to be Mac Geniuses, and the kinds of experiences Geniuses have in the course of their jobs.

The report serves to offer Apple and the Apple Stores yet more positive exposure to a mainstream audience. More importantly, the coverage is about an aspect of the Apple Stores that most people know nothing about.

We recommend the article as an interesting read if you want to know more about the Genius Bar, and for potential Switchers who might be curious about the kinds of service they have access to.

Observer Comments

Show: Subjects Only | Full Comments
Close Name:tu_holmes Posts: 10 Joined: 22 Dec 2004
Subject: Customer Service

You know,

I walked into an apple store yesterday at lunch time and there were 3 of these "experts" helping people out.

I thought to myself, what a great thing! Real customer service...

In this age of give it to me so I can get out, it's so nice to be able to walk into a store, and have a friendly, knowlegable, and helpful person actually talk to you... It's so rare these days.

Now, I'm sure these experts aren't hard core server admins, and they certainly aren't going to tell you how to configure that sendmail.cf file if you need it, but they are really trying to be helpful and I find that absolutely wonderful.

Here Here I say, and thank you Apple for bring back something that has truly been missing in the technology industry.

All too often we consumers have had to tolerate rudeness in our quest to find a technological item that we felt we needed.

After all, we are the customers, and it is not our privilege to have you, the techie; it is your privelege to have us, the idiot.

:O)

Close Name:Guest
Subject:

With all of the customer service going to India, this is a pleasant change.

Someone I can see and show my machine too. Who speaks my language without a painful accent and language/cultural barriers.

Kudo Apple.

Close Name:Franz Josef Posts: 1 Joined: 24 Jan 2005
Subject: Genius Bars

It's welcome that the Genius Bars are making waves in the mainstream non Apple press. I find there's far too much ignorance among Windows users about the things that differentiate Macs.

Close Name:mrfredmor Posts: 1 Joined: 30 Jan 2005
Subject: Geniuses rule!!

I've been to the Genius Bar at my Apple Store on several occasions and the geniuses have always either been able to help me or tell me clearly why they can't. They've helped me reset two machines to their original factory settings so that I could sell them on eBay -- all free of charge. They wouldn't even accept a cup of coffee last time. All part of the great service that keeps me a lifelong Mac user!

Close Name:Mace Posts: 9604 Joined: 07 Aug 2003
Subject:

Yep, is an anomaly that Apple can still make a profit with such an expensive retail format.

Close Name:Guest
Subject:

I went into my local Mac store a few months ago, and found that the Genius Bar was horribly understaffed.

I needed an iPod replacement, and I needed to stand there for an hour waiting for the one woman to get through the 35 people ahead of me.

When it was finally my turn, my problem was corrected very quickly

Close Name:Dreadnought Posts: 162 Joined: 01 Jan 2005
Subject:

Quote
Guest wrote:
I went into my local Mac store a few months ago, and found that the Genius Bar was horribly understaffed.

I needed an iPod replacement, and I needed to stand there for an hour waiting for the one woman to get through the 35 people ahead of me.


35 people ahead of you and you only waited an hour? That Genius must have been quite a speed demon, to resolve each of those peoples' issues in less than two minutes to get to you. Maybe you're exagerrating just a wee bit?

In any event, the Genius bars are one of the best features of the Apple Store. In an age when "customer service" in a computer store means getting the customer out the door as fast as possible if he's not buying anything, the Genius Bars are practically a revelation.

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