Seth Godin RSS feed: Working with Apple Tech Support

[David Sandusky]

My RSS Feed is a Thinker and Has Just Posted the Following:

Sixteen tips for getting your Mac or iPhone fixed:

1. The contact number is (800) 275 2273
2. While you're on hold, go to Google and type: Troubleshoot Mac xxx, where xxx represents the error message you got or the sparsest description of what won't work.
3. If those links don't help you, visit the Apple site and choose your product. Under each product is a discussion forum. Search for your problem.
4. By now, someone has answered your call. Don't tell them your entireproblem. Instead, politely identify yourself, give them the shortversion and then say, "would you please escalate this call to a yyyspecialist?" where yyy is the type of problem you have: wireless orbackup or imovie or whatever. Persist.
5. When you get a specialist on the line, ask politely for her directphone number in case you get disconnected. After you describe yourproblem, ask for a case number. If the person isn't being helpful,politely excuse yourself and start over with a new call.
6. Apple gets lots and lots of calls. As a result, don't expect theperson you're working with to immediately be willing to skip over allthe troubleshooting steps you tried before you called. They have a protocol. It's easier tojust take five minutes to follow that protocol.
7. If the specialist you're working with is having trouble figuringout what to do next, politely say, "I hope you don't mind, but can youescalate this case to a specialist?" And then wait, patiently, untilthey do.
8. If your product is less than thirty days old, and you've gonethrough the protocol with no success, say, "I'd like an RMA for thisproduct so I can return it and start with one that works. It's underthe return warranty, right?"
9. If you found lots of examples of the same problem in Google, tellthem. Point out that this "is not an isolated problem" and suggest thatothers have solved it by getting a new machine sent to them. Be readywith links, because the rep has Google too.
10. Engaging in friendly banter doesn't just help you get what youwant. It makes the call better for you too. These guys aren't yourenemy. In fact, right now, they're the best friend you have in thewhole world.
11. This is the one I should have listed first: go to the Genius bar at your local store.The guys at the Genius bar are much more likely to just swap out yourbroken hardware and give you a new machine. It might seemtime-consuming, but it's probably faster than waiting them out on thephone. Spending $99 on a One to One card is a brilliant investment.
12. At least once a minute, say 'thank you.' If you thought about it,you'd realize that yes, you do mean it. They're being quiet and calmand trying to help.
13. If you own a computer, back it up. If you don't, all bad things are your fault.
14. I have no personal experience in begging or sobbing, but I'm told that in some cases, this is effective.
15. If you use an email program, clean it out. Regularly. One friend ofmine had 27,000 emails in her outbound mail folder, including some from2002.
16. Trust me, it doesn't matter how big the readership of your blog is, the folks on the phone are unlikely to care.

Your interaction is a marketing event. Apple is marketing to you.The rep is marketing to you (that's a feature, not a bug). And you'remarketing yourself and the problem to them. Clarity and cooperationcombined with determination and persistence appear to be the bestcombination.




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