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Best Buy + Windows Guru = Apple Store Experience?
CWmike writes "As part of Windows Vista's $300 million marketing rehab, Microsoft will hire an initial wave of 155 'Windows Gurus' to walk around Best Buy and Circuit City stores to answer customer questions and defend Vista's reputation against skeptics, reports say. Gurus will earn $20 an hour or more, plus benefits. (Apply here.) One way Windows Gurus will differ from Apple Geniuses is that they are not intended to be sources of free technical support for existing Vista users. 'The Guru role is to help sell Windows-based PCs. It is not to be an alternative tech support channel for Microsoft as this has no financial return beyond improved customer satisfaction,' Baker said. One reason: Windows Gurus could end up 'lightning rods for customers' frustrations with Vista.'"
Only people in marketing could come up with the term "guru" to mean "someone who can't help, and exists to market to you until you give in".
And Microsoft misses one of the myriad small points in why Apple is seen positively by so many people despite having software release management run by a Crurotarsan.
How could selling Vista machines possibly improve customer satisfaction?
The apple stores centers around 3 things
1) The Genius
2) An army of employees running around to help people
3) A non intimidating open and easy to navigate store
Everything they do hight lights those two things, because they can do your credit card purchase remotely they can spend more time helping people decide. They reserve so much of the store for their training sessions and demo units that the Apple store does not feel like a big box store. I don't have to work my was past cameras, dvd's, home appliances, and video games to get to the computers.
The apple gurus are *not* sales folks and I have had them send me other places rather than buy an over priced adapter (ironically they sent me to best buy) meanwhile the 'The (Microsoft) Guru role is to help sell Windows-based PCs'. Yea thats what MS need more sales pressure at best buy...
"Ahh! Arrogance and stupidity in the same package, how efficient of you!" --Londo Molari
So someone bought a piece of equipment, and expected it to last more than 5 months. You tell him that if he wants a printer to have such an epic lifetime he needs to stump up some extra cash, and use the weaselly "just doing my job" defence to avoid taking responsibility for your own actions.
I can see why he was upset.
"as this has no financial return beyond improved customer satisfaction"
This just says it all about the entire Microsoft experience.
My thought exactly. Either Microsoft is more ass-backwards than I had previously thought, or they simply don't understand how to compete on the same plane. Apple has plenty of people walking the sales floor answering questions and doing actual sales work, but so does Best Buy. Aside from generally needing less support in the first place, part of that Apple Store Experience is seeing that help desk and seeing that there's a physical presence where you can get any problems solved (or at least assessed, when it comes to hardware repair and such).
The last thing that would make me buy Vista is more people pitching the damn thing to me. I don't hate it, but knowing that I could bring the machine in to have someone actually look at it and not have to fail at diagnosing it over the phone from India would be a HUGE selling point for most people. Not the geeks of Slashdot for the most part, but at least for the majority of those who have attempted to use phone support.
Customer service-oriented companies are destined to succeed when their competitors are only sales-oriented. Apple creates a positive experience* by trying to start you off well and ensure that you're taken care of if problems are encountered. This is rarely if ever the case with Microsoft and the hardware companies that bundle its software. They treat customer support as a cost of doing business rather than a value-add for customers, and it always shows. That may work once, but it sure as hell doesn't generate repeat customers, let alone all of the free word-of-mouth advertising that Apple gets these days.
*I've had plenty of issues with my MBP, but they've all been hardware-related except for one odd corrupted plist file that took them all of five minutes to fix, unlike all of the software problems on my Windows-based systems. They actually worked to fix the problems. Except for when I had a CD burner die in a Dell back in 2002 or so, I've never witnessed this with MS-based vendors as a consumer.
How are sites slashdotted when nobody reads TFAs?