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Will AT&T Rot Apple’s iPhone?
Author: Luis Serpa
July 26, 2007
As expected, what really stands out about the new Apple iPhone isn’t the multitude of features squeezed into it, but rather its usability and the overall Customer Experience it, and Apple, provide.
Apple understands the importance of superior usability to enhance the Customer Experience and has done an excellent job of this since rolling out the first Macintosh. Their approach has created a strong community of believers—and that’s the whole point! Apple doesn’t have customers, they have Evangelists! When Apple receives a negative review, their customers fight to defend the company and their products. If this doesn’t prove the importance of Customer Experience I don’t know what does.
Apple’s commitment to Customer Experience is why, from my perspective, their decision to enter the wireless market and partner with AT&T is so risky. I am very curious to see how the marriage between Apple and AT&T will play out from a customer perspective, as both companies have very different ideas about what constitutes a good Customer Experience. Apple is a shining example of a company that creates passionate users by providing an excellent overall Customer Experience. While AT&T, like the majority of wireless providers I have tested, boasts about their customer service, but often fails to meet even the most basic customer expectations.
Will Apple bring AT&T up to their level or will AT&T’s poor customer service leave a permanent scar on Apple’s Customer Experience reputation? Only time will tell…
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As you mentioned, most wireless providers are terrible at Customer Experience. I think most people realize that and won’t blame Apple for AT&T’s incompetency.
It’s a shame though that _all_ the major wireless companies are overall too greedy, lazy and stupid to get it right. Too bad Apple couldn’t have trained them or something. It’s really not that difficult.
Comment by Kim — July 30, 2007 @ 3:27 pm