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Prioritising customer service

Prioritising customer service

The silver lining of Buzzle's demise, is the Apple channel is much stronger as a result.

That is the verdict from the team at the Apple Centre, Taylor Square who feel Apple resellers will ultimately profit from some very important lessons learnt in the last 12 months.

"Apple Centres have gone through some dynamic change and the channel is much smarter as a result," said operations director Ben Morgan. "They have learnt from an incredible mistake."

After almost three months of operation in the new store at Taylor Square, the former Status Graph staff has big plans for the small store.

"We think we are probably the only two people in the industry that benefited from Buzzle. Our strategy is to start small and build a system that supports a national chain," Morgan said.

A key part of that strategy is a focus on customer service. According to sales director Shannon Daniel, although many often pay lip service to the concept, very few actually make it work.

"We will do anything within limits to bring service to the customer," he said. "We have been in the Apple business for more than five years and everyone talks about providing a certain level of service, but they don't do it. We want to come in with a fresh perspective to increase our market and spread out to new stores without building behemoth [outlets] that the customer gets lost in."

Apple opening its own retail stores throughout the US has cast a shadow on the viability of Apple resellers in the Australian market in recent months. However both Morgan and Daniel believe the current Apple formula is here to stay and they remain confident in the Apple product lineup.

Going out on a limb, Morgan forecast a franchise hybrid of Apple's US strategy.

"There is no room in the market for an Apple store only, nor Apple centres owned by individual companies," he said. "One national company running all product lines is the future. Apple has to run it itself, but it has to be run within a subset franchise."


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