I actually brought my laptop to an authorized service center when I first found out it's giving me problem.
The one I went to seemed to be a new agent as I've never heard of them or seen them listed on Apple's website previously. The service center is also opened recently. You can smell the coat of fresh paint and scent of the new sofa.
The center adopted a minimalist and futuristic design. The service counters are metallic with white flooring and cabinets. A S-shaped sofa where there are seats on both sides.
Mounted on the wall next to the iMac is a display panel which shows the layout of the whole center and shows the queue number. Another similar display panel was mounted on the pillar directly opposite it. How thoughtful. They must have thought that since there will be people sitting on both sides of the sofa looking at different directions, it's only logical to have two display panels so customers do not have to turn their head to check the queue number.
When I stepped into the center, there was a reception to the right. I approached the lady behind the counter and told her about the purpose of my visit. She proceeded to check on my model number on her computer, which took some times. Then she asked me if I've brought my laptop. I said yes and took it out to show her.
Next she told me she will give me a queue number so that a staff can assist me. She asked for my name and after keying in something on the computer, a queue number was handed to me with my name on it.
For most business places where a queue number is issued like banks or clinic, the system usually display the queue number. For this, it not only display the queue number, it also shows how many people are there in the queue. You can see at a glance how many more people before your number will be called. Not only that, your name is also displayed.
The company probably invested quite a sum to put this system in place.
While waiting for my turn, another customer came in with a BIG monitor of his iMac. Seeing no place to put his monitor, he placed it leaning on the sofa.
Although there are 15 counters, only 4 were opened. Each counter is rather small, just enough to place two laptops. When I was at the counter, I could hear what the next customer was talking. And I was made to stand while talking to the staff who was seated.
The first thing the staff said to me when I walked to the counter was "Hi, Mr Ken." After telling the staff of my problems, he did some basic tests to check which components were spoilt. He then proceed to quote me the prices for doing a diagnostic on my laptop to check if there's any other problems and changing of the battery. He said they will contact me after the diagnostic before solving my problem. A diagnostic would costs $115, if I remember correctly.
If I do a diagnostic and decided not to go ahead with them, I'll have to pay $85.
Now, the company probably thinks or learn somewhere that it is important to address a customer by his or her name. That's why they asked for my name at the reception, had my name printed on the queue slip, had my name reflected on the display panel and the counter staff addressing me by my name.
Of course, this is true. People like to be addressed by their names.
However, they have also missed other more important areas.
1. The reception was too high and there's no place for customers to put their things. Imagine me having to carry my backpack with my laptop inside while talking with the receptionist. I can't imagine how the guy with his iMac monitor going to cope.
2. No place to put big items.
Remember the customer who placed his iMac monitor on the sofa? What if it topples and break?
3. Too many counters with too few opened.
They must have thought that by having more counters, they can shorten the waiting time of customers. Or perhaps having more counters allows them to cater for unexpected surge in demands. This is true only if all the counters are opened. But when a customer sees that there are more counters closed than opened, what do you think is their perception?
4. Too small counters.
In order to have 15 counters, the size of each counter is small. I cannot imagine how noisy it would be if all the counters are opened.
5. No seats for customers at the counter.
The company must have thought that customers wouldn't want to sit at the counter after sitting at the sofa for so long waiting for their turn. Or the average servicing time is less than 10 minutes so it's not necessary for customers to sit. Or the design of the counter does not allow them to put seats. Or they want to maintain the minimalist image and having chairs are too messy.
Whatever the reason, it doesn't feel right for a service staff to be seated talking to a customer who is standing. The only saving grace is the staff was seated on a high chair at eye level with the customer.
6. No place to put personal belongings at the counter.
I was carrying my backpack and standing while talking to the staff at the counter as I do not have the habit of leaving my bag on the dirty floor. The other option is to put my laptop down on the floor. But what if it's a lady with BIG handbag or student with files?
7. Lack of information.
The staff only tell me what they will do. I wonder if it is their standard operating procedure that's applicable to all Apple authorized service center. No information on why they need to do a diagnostic.
8. Not addressing what's most important to customer.
The whole process of diagnostic and changing of battery takes about 1 week. So what does it mean? I do not have the use of the laptop for ONE WEEK. As I do not have the luxury of owning multiple laptops, it's too long a wait for me.
When you focus on the customer, do not just focus on his or her name. Find out what are the problems they are likely to face when they come to you, what are the fears they have, what are the things that will turn them off.