For my 50th post on Mintz’s Words, I wanted to talk about net promoter scores and my experience with Apple.
That one simple question drives business today. It is the reason for the proliferation of social networking among companies and has MBA toting business leaders obsessed with landing in the 9-10 point range. At that point the customer practically sells your product for you. The companies with the highest NPS are likely some of the best. These are your Googles, your VWs, your Snapples and Kashis. These are more than jus companies: they are cultures.
Whether you belong to the PC society or the Nike new world order, you brand loyalty says something about you. There us a lingo, a logo, and a love for these products, which that one simple question, (would you recommend our product to a friend?) reveals. Will you promote that company’s product and in essence, do their marketing work for them?
This is how I feel about Apple: despite the high price point, close systemness ( anti- Linux), and Starbuckian trendiness of their products, I love this company. They are my business influencer (what would apple do or wwad?).
These are the reasons I promote Apple:
1. Innovation – whenever I think about doing something new in business simply to be the first one in the pool, I remember that to be a game changer doesn’t always mean being the first one to suit up. There were plenty of MP3 players on the market before Apple changed the world forever with a little thing called the iPod.
2. Simplicity – when I bought my first Macbook, Wonder Woman was still PC user and worried that the switch would confuse her. Nearly three years later when it became time to buy our next computer we didn’t even consider looking at anything that didn’t come from our favorite “fruit company.”
3. Attention to Detail – there are just little things that make Apple products superior. For example, in the default PDF viewing program, there is a little feature called “Quartz Fileter,” which allows you to compress the PDF to minimal file size without losing much quality (I recently reduced a 15MB file needed to complete my application for the August 18th Nefesh B’Nefesh Charter Flight to 216KB using this method). This obviates the need for $30 PDF compression programs that many in the legal field are so fond of like PDF Shrink. Also, many of these features are intuitive, fill a user-need (not just extraneous add-ons), and like #2 are simple to use.
4. Product Design – the iPhone just feels right in my hand. Even when I’m walking the dog, with a double stroller packed with my two kids, I can use one hand to scroll through email. Reading on this compact device has changed my world (as the name of this blog implies, I am a word junky and read at every opportunity). Now, I don’t have to lug multiple books around on trips, I just download to the iPhone and enjoy holding my little e-reader (why anyone would want a Kindle is beyond me).
5. Relavance – Apple is never content to just sit around and wait for the next thing to happen. While the record and movie industry battled Napster they built iTunes. As court battles raged on over whether cable providers could store content in a cloud accessible to subscribers at anytime via their cable service, they came out with Apple TV. There is always something cooking in the Apple labs and it ain’t strudel or turnover.
All-in-all you can say we are a happy Apple family. Our latest acquisitions, a 24-inch iMac and an Airport extreme are just the latest in our ongoing relationship with this company. The iMac we got as a certified refurbish from the Apple Store, was cheaper than anywhere else I have looked, and came with a 1-year warranty. The Airport extreme wireless router we got from an EXCELLENT site for Apple products: MacMall.com for almost 40% off the retail price, brand new (sealed in box). While the high price point of Apple products can be off putting for the uninitiated, those of us loyal customers who put Apple in the 9 to 10 NPS range will always tell you, it is worth the extra money. I’d rather save for another year and buy an older Apple product than rush out to get the latest PC, (although I must admit that Windows XP 2007 on my work computer is a fantastic step up from previous MS attempts).