Apple is often cited as an excellent example of how bank branches should be – Apple Stores that is. I couldn’t disagree more. Far from a thorough analysis, let me support my disappointment with the Apple Store customer experience. I recently had need for a simple transaction. All I wanted was a new iPhone. What could be simpler?
I recently lost an iPhone to an unfortunate (and easily avoidable) vacation accident. It was less than a year old and I had no upgrade credit yet with my wireless carrier. My colleague Jacob Jegher suggested that exchanging it for a new phone at an Apple Store might be the best way Forward.
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