Steve Jobs Rocks the Vote

Courtney Barnes

Not all technophiles may be believers, but Apple has certainly wooed enough users to be considered among the best brands in its industry – and beyond.  From iPods to MacBooks, its products are recognizable, user-friendly and appealing to people from all demographics.  However, Apple CEO Steve Jobs wasn’t feeling the love last week when he announced the price-cut of the iPhone from $599 to $399 – a slap in the face to consumers who waited in line for days – and who shelled out a good chunk of their paychecks – to become proud owners of the revolutionary phone two months ago.

But the company’s sterling customer relations came to the rescue a few days after the announcement, going to show PR professionals how far a little good will can take you.  Jobs personally issued a note to all iPhone customers, first assuring them that he had received and read all of their e-mailed complaints; then explaining that the decision was made for the company and the consumers’ highest good; and, finally, offering every iPhone customer who purchased the phone at the regular price a $100 store credit.

Jobs’ quick acknowledgement of his loyal customers’ dismay was a stalwart effort in mitigating what could have become a reputation disaster.  His explanation was succinct and honest – he readily admitted that the impending holiday season had an impact on his decision, but he followed with this statement: “Our early customers trusted us, and we must live up to that trust with out actions in moments like these.”

Apple’s success in the marketplace has been so significant since the release of the iPod that it most likely would have survived this price-cut controversy with flying colors; Jobs’ decision to take the fall regardless makes his actions all the more laudable.  But the company’s customer-friendly culture doesn’t stop there.  In fact, it trickles from the top all the way down to the employees who work in the retail store.  Case in point: Two months ago, I purchased a new MacBook and received a rebate for an iPod and a printer.  Two weeks after submitting the rebates for reimbursement, I received an e-mail stating that I wouldn’t qualify for reasons that didn’t seem to add up.  Feeling betrayed, I went to the store and explained the situation.  Within five minutes (and with the help of three eager cashiers), I had a $200 refund.  That’s why, one week later, I was surprised (and thrilled) to receive a check from Apple for an additional $200 – a gesture that was above and beyond what I expected.

A willingness to acknowledge legitimate customer qualms and to address the issue fairly will, in the end, improve your brand’s position.  Their actions certainly got my vote, and my money – I happily spent the extra $200 on Apple accessories, and I’d do it again in a second.

September 12, 2007