On occasion, I’ve noted the differences between “service as service” and Marketing as Service but a recent article in AdAge obliges me to revisit this topic. The article “How Apple is Blurring the Line Between Marketing and Service” does a great job chronicling how Apple has really stepped up its customer service at its Apple Stores via orange-shirted “concierges.” The author, Pete Blackshaw of Nielsen Online Digital Strategic Services, notes:
Whether explicitly acknowledged or not, there’s an unmistakable “service is marketing” mantra pervading every aspect of the Apple Store. And that’s something every brand, even those not as shiny as Apple’s, can learn from. The opportunity to solve problems, find solutions and even address “the darn thing doesn’t work” emotional pain-points all lead to a higher impact-marketing and sales proposition. While not every marketer has a Steve Jobs-inspired vision, every consumer-facing company has problems that can be converted into opportunities to inspire loyalty.
First, let me attest to the fact that Apple is indeed stepping up its service and this is a good thing. A recent visit to the Genius Bar with my son and his MacBook that was missing a “K” key, was resolved with astonishing speed and at no cost. That kind of service helps you overlook the fact that your first iPods died prematurely and that the K key probably shouldn’t have fallen off in the first place. That kind of service makes you confident that Mac products will remain a good investment for years to come. That kind of service inspires people to become brand evangelists and even write about that brand on their blog;-)
So, is Apple’s stepped up concierge program Service as Service or Marketing as Service? Well, drum roll please, its actually a progression from one to the other. The notion of Service as Service is that every company should aim for a high degree of customer satisfaction when & where service is required. This means answering 800#’s quickly, fielding questions competently and aiming for “first visit resolution” nine out of ten times. Apple’s Genius Bar is a pristine example of Service as Service. When the service goes above and beyond the industry norms and extends outside the store to become a truly branded experience then we’re talking Marketing as Service. In his article, Blackshaw identifies this outbound effort:
In the case of the “service concierges,” they are not waiting for problems. They assume you arrive at the Apple Store looking specifically for something, and in most cases they are right. And even if serendipity is your cup of tea, they’ll help you navigate that experience as well. What’s important about this front line is not just the help these employees provide, but the halo of service they create. They are there if you need them, a reality that brings more confidence to the overall shopping experience.
With the Conceirge program in place, Apple is also smart to promote thier upgraded level of service to its faithful customers like yours truly (see email below that I received TODAY!). This is great example of how Marketing as Service and traditional messaging can dovetail–create the service and then push it out as “news customers can use.” With all of this, Apple and its customers win–happy customers begets great word of mouth, great word of mouth begets more new customers, better service means those customers remain customers and so forth. SO, while service can be marketing, it is important to remember that without good service you probably shouldn’t bother marketing.