I’ve recently had a nightmare with Microsoft. I pay a monthly subscription to use their cloud-based Office for Mac software, but the system suddenly withdrew my access, claiming that my username and password were wrong.
I Googled for solutions. Microsoft websites are horrible to navigate but eventually I found and read the knowledgebase. I contacted support. I had instant chat conversations that led nowhere. I phoned helplines but got lost in the hell of “press number this for that”. I tweeted them in despair but got no acknowledgement.
Five days later, my Mac prompted me to download an Office update. This solved the problem but left me with the impression that Microsoft just don’t care about customer service.
On the other hand, Apple products just work. Their website is clean and clear and their people are human.
That’s why customers like me are happy to pay more for essentially the same thing.
This ad captures the difference.
Top tip: People buy on emotion (Apple understands that). What emotion do people feel about you, your product or your service? And how can you use that in your marketing?