geeks, gurus & geniuses

Geeks, Gurus & Geniuses

• Staffed by Apple devotees – “disciples of the products and philosophy”

• One of the most popular features of the retail store

• Builds the Apple brand personality and relationship• A source of energy for the brand• A link for its fans

Apple’s Genius Bar Set the Precedent

Apple Dictum

• Approach customers with a personalised warm welcome

• Probe to understand the problem• Present a solution• Listen for issues• End with an invitation to return

What Makes a Good Brand Genius?

• Passionate about technology• Problem solver• People skills• Patience

Not just about fixing tech

CustomerHappiness

Empathising

Consoling Cheering Up

Correcting

Advantages of Brand Geniuses

• P2P engagement• A vehicle to reinforce and enhance

customer relationship damaged by product issues

• Geniuses allow sales staff to put more time into general CRM

Disadvantages of Brand Geniuses

• Fighting an uphill battle• Shortfalls happen and when they do

word spreads quickly

Call Centre

– When it’s convenient for the company

– Try somewhere else first

– Faceless– Advice on next step– Company focused

Geniuses vs. Call Centres

Genius

– When it’s convenient for the customer

– There when needed– Face-to-face– Instant fix– Consumer focused

Strengths Apple specialists O2 GuruTV

Cover all aspects of technology

Weaknesses

High fees if product no

longer under warranty

Seen as purely for mobile

Scandal involving copying

customer data

Audience Mac owners O2 customers

People without the tech know-

how to fix it themselves

Geek-off

Thoughts

• Creating legitimate brand ambassadors as well as helping the customer

• Gives personality to corporation problem solving

• In the same way as with a doctor; if you have a problem you would ideally talk to a specialist

Sources• http://www.apple.com/uk/retail/geniusbar/• http://www.o2.co.uk/guru• http://www.geeksquad.co.uk/• http://blogs.hbr.org/cs/2012/01/

the_genius_bar_branding_the_in.html• http://blogs.innoveer.com/2012/09/27/4-crm-lessons-from-apple-

genius-bar/