Apple has piloted the updated process, dubbed by some employees as “the new customer journey,” in select markets on a small-scale in recent months.

However, with the SMS-based system, realtime feedback and interactivity will be provided without the need for additional hardware.įor the time being, Apple Store Genius Bar appointments that are booked online will remain mostly unchanged and will not gain the text message-based system that will replace walk-in appointments. Apple Stores will operate essentially like restaurants that provide diners with pagers and wait times instead of holding empty tables while people are waiting. This will likely reduce crowding in the Apple Store and possibly fatigue from waiting customers. Multiple Apple employees have called the new feature one of the most significant changes to Apple Store operations in several years, as it allows customers to request support on the spot, shop elsewhere inside of the mall, and then return when the store is ready to service them.

3) A final text message telling the customer that their technician is ready to help and where they can be located in the store.

2) A text message telling the customer to start heading back to the Apple Store.

1) An initial text message confirming the Genius Bar request and providing the wait time.

The customer then provides a phone number, which Apple uses to send three text messages with wait time updates: For example, a customer seeking an iPhone screen replacement will automatically be placed higher in the queue than a customer seeking help with a minor iCloud issue. Using a special algorithm, the application provides the customer a wait time based on issue priorities. Instead, a customer describes the issue to an Apple Store employee, who inputs the issue into an updated iPad application. This new program, spearheaded by Retail Senior Vice President Angela Ahrendts, moves away from the classic appointment model. Currently, a customer seeking Genius Bar assistance can walk into an Apple Retail Store, explain the issue to a check-in assistant, and get a specific time to return for an appointment… During the week of March 9th, Apple’s United States stores will launch a new initiative called “The new Concierge” that replaces traditional walk-in Genius Bar appointments.

Apple will soon make a significant change to retail store Genius Bar appointments to improve the customer experience, according to several sources briefed on the upcoming shift.

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