There's been a lot of attention paid to the combative relationship Apple has with its independent reseller channel, especially as the company's own retail channel grows. I can say with no reservation that I absolutely prefer to work with my own local reseller than I would with Apple any day of the week.
That's not a disparagement of Apple by any stretch. Their retail stores should be a model for a lot of companies to use for how to run their business. In fact, I believe their example helped my local guys step their own retail presentation up a notch or two. But these guys have Apple pretty much nailed when it comes to personal service.
Over the years, Mac resellers haven't consistently had a good reputation as consumer-friendly organizations. Some of these guys are rude, arrogant, run shoddily maintained businesses, and just generally leave casual customers with a bad taste in their mouth. I'd be really surprised if anyone had an experience like that with my guys.
What makes them different? A lot of it comes down to a very simple philosophy that really works consistently in any retail business: Service with a smile. Treat your customers nicely. Remember their names. Offer them help when they need it. Don't try to sell them something they don't need or want. And if they run in to trouble, lend them a hand. Really, folks. It isn't rocket science. But given the way many big businesses are run, customer service is a dying art.
I've heard a few horror stories from customers who have had service or support problems from the Apple Store. I know the experiences are few and far between, but usually by the time I'm hearing about them, they are people who feel they've been wronged by bureaucracy. People who feel their experience has been marred by an absence of the common business sense I just talked about. In their defense, I've had good experiences at Apple Stores too. So I expect such problems are the exception to the rule.
But when I walked into the local independent reseller a week ago with my PowerBook in tow and showed them the keyboard, which displayed really bad wear-and-tear, there was no question of whether the damage was covered under warranty. There was no request for my original receipt. There were a friendly pair of faces, a quick check to make sure the part could be ordered relatively soon, and that was that.
We chatted for a while. They showed me some of the cool new hardware that came in. We discussed what inventory was moving, what customers seemed to be interested in, and I even got to hear and see their latest radio and TV ads. It's a well-run shop, managed by an owner who cares about the business and really likes the people he gets to meet. He has realistic expectations of how much money he's going to make in this business and, what's more, he's figured out a way to make the business work: By providing just the type of service I described.
Does his approach work?
I ordered a MIDI keyboard from them a few days later. Next time I need something, I'll call them first.
You be the judge.