What it is: Apple employees say that the company is always focused on answering the question, “How would this impact the customer experience?”
Apple isn’t perfect. They’ve made their share of mistakes from technical foibles like the initial launch of Apple Maps to neglecting the Macintosh for years despite pleas from customers to update their products. Fortunately, Apple does tend to focus on pleasing the customer most of the time and that’s a good question for any business to ask themselves on a regular basis.
“How would this impact the customer experience?” Ask this question and you can define an entire company’s purpose. Apple’s overall goal is to make computing easier for everyone whether that computer sits on a desk, straps to your wrist, or fits in your pocket.
Now look at how other companies create products. Far too many PC manufacturers pre-install bloatware that clogs a new computer’s hard disk and bloats the operating system so users must take time to remove the programs they don’t want. PC makers do this simply to make extra money, which often has little to do with enhancing the customer’s experience. Many bloatware programs are trial versions of anti-virus software, but if PC makers really focused on customers, they would pre-install free anti-virus programs instead. They don’t do this because they’re not focused on the customer.
Android device makers fall into this category too. They only make money selling devices so they have zero incentive to update their devices to the latest version of Android. That’s why Android device makers too often fail to allow updates to Android on their devices because it’s not in their best interest to allow customers to update their software. That’s not helpful to the customer in any way.
Pick any company and look at how they focus on the customer. If they don’t focus on the customer, chances are good they’re focused only on themselves and their bottom line. That means you’d be far better off avoiding such companies and focus on their rivals who may offer better alternatives instead.
For example, Google offers a free search engine at the price of customers giving up their privacy. For some people that’s an acceptable tradeoff, but for others it is not. So if you value your privacy, don’t use Google, Bing, or Yahoo. Use DuckDuckGo, which isn’t as good a search engine, but doesn’t track your activities either.
Given a choice between giving your money to a company that tries to please you compared to a similar company that tries to do nothing but rip you off, why would you choose any company but one that tries to enhance the customer experience?