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Apple to overhaul Genius Bar, changing appointments and using phones as pagers

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Apple will soon make a significant change to retail store Genius Bar appointments to improve the customer experience, according to several sources briefed on the upcoming shift. During the week of March 9th, Apple’s United States stores will launch a new initiative called “The new Concierge” that replaces traditional walk-in Genius Bar appointments. Currently, a customer seeking Genius Bar assistance can walk into an Apple Retail Store, explain the issue to a check-in assistant, and get a specific time to return for an appointment…

This new program, spearheaded by Retail Senior Vice President Angela Ahrendts, moves away from the classic appointment model. Instead, a customer describes the issue to an Apple Store employee, who inputs the issue into an updated iPad application. Using a special algorithm, the application provides the customer a wait time based on issue priorities. For example, a customer seeking an iPhone screen replacement will automatically be placed higher in the queue than a customer seeking help with a minor iCloud issue.

The customer then provides a phone number, which Apple uses to send three text messages with wait time updates:

  • 1) An initial text message confirming the Genius Bar request and providing the wait time
  • 2) A text message telling the customer to start heading back to the Apple Store
  • 3) A final text message telling the customer that their technician is ready to help and where they can be located in the store

Multiple Apple employees have called the new feature one of the most significant changes to Apple Store operations in several years, as it allows customers to request support on the spot, shop elsewhere inside of the mall, and then return when the store is ready to service them. This will likely reduce crowding in the Apple Store and possibly fatigue from waiting customers. Apple Stores will operate essentially like restaurants that provide diners with pagers and wait times instead of holding empty tables while people are waiting. However, with the SMS-based system, realtime feedback and interactivity will be provided without the need for additional hardware.

For the time being, Apple Store Genius Bar appointments that are booked online will remain mostly unchanged and will not gain the text message-based system that will replace walk-in appointments. Apple has piloted the updated process, dubbed by some employees as “the new customer journey,” in select markets on a small-scale in recent months.

The new Concierge marks yet another significant retail experience change from Ahrendts, who has already introduced new employee attire, a new emphasis on China, and plans for selling and guarding the jewelry-like Apple Watch. Alongside design chief Jony Ive, Ahrendts is also working on a more substantial redesign of the Apple Retail Store. Ahrendts joined Apple in 2014 after being the long-time CEO of Burberry. In addition to enhancing Apple Store features, Ahrendts has re-organized the Apple Retail management team and increased communication with retail employees in the field by way of weekly video messages.

Top image taken by Chris Buhr

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Comments

  1. Taste_of_Apple - 9 years ago

    Curious to see how this will go with customers. Interesting changes to say the least.

  2. Gregory Wright - 9 years ago

    Will this mean Apple stores will look like Microsoft stores from now on.

  3. George Pollen - 9 years ago

    SMS? What’s that??

    • AeronPeryton - 9 years ago

      iMessage with in-app purchases.

    • bvpmiranda - 9 years ago

      It’s a common text message. SMS stands for Short Messaging Service.

    • r00fus1 - 9 years ago

      Some customers (perhaps your most important ones) may not yet be on iMessage.

      I wonder what they do if the customer doesn’t have a mobile phone yet? Yeah, I know it’s 2015, but…

  4. Gazoo Bee - 9 years ago

    The shorter form of this is just, “wait times will now be longer for the majority of requests.”

    • rogifan - 9 years ago

      How so?

      • John (@jrgibson1) - 9 years ago

        Because the more people that come I with ‘priority’ issues, the longer it will take for people with minor issues to be attended too.

      • proudappleuser - 9 years ago

        People with minor issues, like Apple ID reset, iCloud, and general educational appointments should be calling apple care. Here’s the number for you!
        8002752273

  5. Cameron Scott - 9 years ago

    So claim you need the screen replaced and, when you get called first due to priority placement, tell them your real problem which involves the iCloud which they consider low. Same thing as an ER visit. Whatever the problem is, always add “and my chest/heart hurts” to get priority above all other problems and seen by a doctor immediately.

  6. mlanders1433 - 9 years ago

    I’m not too worried about priority.

    It will likely assure you an expert in whatever your problem is

  7. Alexey Pakhomov - 9 years ago

    I’ve been in Apple store San Diego last September and they already had that system. After checking in with store employee you are getting SMS with position in queue and waiting time. You can also send an SMS with command to get recent update. And after all that you will get couple more SMS when your queue is almost there. Also they are sending few reminders if you didn’t came in time.

  8. John (@jrgibson1) - 9 years ago

    This is terrible.

    If staff could organise themselves better, there wouldn’t be a Malone wait time to see anyone.

    • proudappleuser - 9 years ago

      John, please elaborate how this is terrible and what you would do better. Also, please let all us know how the staff, across over 400 stores, could organize themselves better.

      You seem enlightened in this matter and I await your response with bated breath.

    • chimpitout - 9 years ago

      John, you sound like someone who ALWAYS has trouble with something for you to be so intimately acquainted with the Genius Bar that you know where the problems “really” lie. How about look in the mirror and ask why you’ve been hanging around the Genius Bar to notice. I’m sure the problem is not related to the highly competent and patient staff. The organisational problem are people like you, who can’t correctly spell a simple word like “liar”.

  9. Smigit - 9 years ago

    I think first in best dress is fairer and better for customers overall. Everyone will perceive their own issue as high priority, why does someone with iCloud issues suddenly get bumped because someone who can’t hold their phone securely comes in with a broken device? Who classifies an issue as high importance vs low? At least with first in best dress there’s no assumptions or discriminations, everyone is equal so far as support goes.

    A schedule that’s liable to change based on other peoples issues isn’t going to be overly convenient for anyone that can’t get an sms due to a damaged device.

  10. philboogie - 9 years ago

    I hope the appointment booking experience is better in the US than it is over here in The Netherlands, as I was unable to book from my desktop at home. Had to use the Apple Store app on my iPhone. Tried it in Safari on OSX first but the page kept asking me what the issue was and sent me en email with instructions which I should follow on the defective device. Fortunately it was a broken screen iPhone, so still able to use it. But the email didn’t trigger the needed page reload in Safari.

    So I used the Apple Store app which did work. I’ll ask them during my appointment what this change is all about, because it was a shyte experience.

    • Mike Retondo (@mretondo) - 9 years ago

      I’ve had many appointments. I go online to make the appointment and get there about 5 minutes early. Then wait about 5 minutes and get called. I have never waited more then 10 minutes. I’m always amazed how they can keep on such a perfect schedule.

    • chimpitout - 9 years ago

      Apple is weeding out people who don’t need to come into the store for problems. I thought that was obvious. That’s why when you follow through the filtering process, you have the option to either receive a call immediately, program a call or chat with someone. No need to drive to a store all hot and bothered with problems that can be trouble-shot from the comfort of your own home.

  11. aufgehts - 9 years ago

    Always Happy to see the Munich Apple Store on US – Websites… Greetz from Munich ;) (The Building outside is the Kaufhof at Marienplatz, Munich)

  12. John Carberry - 9 years ago

    How does the SMS system work if your problem is a broken phone, as many are likely to be?

    • rogifan - 9 years ago

      Obviously if your phone isn’t working they’re not going to try and send you an SMS. I would assume in those cases you just wait in the store until it’s your turn.

  13. PMZanetti - 9 years ago

    Sounds like a good idea. Kinda surprised they are just figuring this out now.

    Apple Store’s biggest problem is the lack of space for all the people. What a good problem to have.

  14. rwanderman - 9 years ago

    It’s less important exactly what they do, more important that they’re doing something because the current system isn’t working well. If the new system also doesn’t work well they’ll change it too.

    The Apple Watch is going to affect store crowding even more, at least for a while. I do hope they put up smaller stores dedicated to it in places and have the Apple Watch kiosks in larger stores situated in ways that don’t kill everyone else’s experience in the store attempting to browse Mac, iPhone, and iPads.

  15. You again reject the concept of “first-in, first-out”. You are more concerned about the numbers you show in the served customers column, rather than the value of my time spent waiting to be served. Not the best customer service that faithful Apple customers expect.

    • chimpitout - 9 years ago

      What if this is the case? I don’t think I should have to wait 30 minutes for someone who doesn’t know their e-mail configuration / password when I could be in and out in 10 minutes for a phone that simply doesn’t power on. It’s logical to me. I’m sad to hear it’s not for you. Use their website / Google if you don’t want to have to wait.

  16. carmenia83 - 9 years ago

    Apple Genius: “Hi. What can I help you with?”

    Customer: “I’m not receiving my text messages on my iPhone.”

    Apple Genius: “Oh…”

    [Customer is led out the back door, thrown in a windowless van, never to be seen or heard from again]

  17. spanky2112 - 9 years ago

    That’s not exactly how it will work. It does not prioritize the appts, it estimates how long the appt. will take to fix. No more 10 minute iOS and 15 minute Mac appts.
    Also no more early morning appts. Nothing before 10 am.

  18. bpow1 - 9 years ago

    Sounds a little socialistic. “…to each according to his need.”

  19. Tim (@TheTSArt) - 9 years ago

    In the example of broken iPhone screen versus iCloud issues… why is the iPhone more important than the iCloud issue? To the customer with the iCloud issue, that is as much a priority to them as the screen to the iPhone user, otherwise they wouldn’t be there asking for help. Who knows, their business may depend on that question getting answered in a timely fashion. Seems like a horrible idea to me.

    • chimpitout - 9 years ago

      Well, Tim, if someone’s business depends on the FREE 10-15 minute help that the Apple Store can provide to their incompetent user base, then that businessman SHOULD go under. Anyone who’s serious about their business hires an IT guy – There’s no 2 ways about it. It’s just common sense.

      Besides, from my experience, iCloud can be time consuming. I’m sure you wouldn’t want to be waiting behind someone with an iCloud issue that could have gotten the help at home over the phone.

  20. Pedro Marques - 9 years ago

    I’m trying to understand how this will work. Does that mean that you can’t make appointments any more? Looking at the Apple Store near me at Toronto’s Eaton Centre, the next available appointment is in 4 days. Does that mean that I’ll have to go blindly to the Apple Store only to find out that they’re too busy to see me that day?

  21. MikesTooLz (@MikesTooLz) - 9 years ago

    wait, so if I’m going to have a phone repaired, how do they text me?

  22. dylobs - 9 years ago

    I think this article has it a bit wonky, unless there’s more to divulge than what is known.

    However, that being said, there are some interesting points to elaborate on here.

    I do not believe that this system prioritizes in any way based on any specified issue. Word on the street is that all mobile issues will be treated as first-come, first-serve on a walk in basis, unless you have an advanced reservation scheduled (in which case you are seen at your reservation). Macs will work similarly.

    The new system should also allot specific times based on specific issues, working off of some interesting algorithms, knowing that an Apple ID problem may take longer for a Genius to troubleshoot than simply processing an iPhone screen replacement or hard drive swap. This by itself will open up the schedule a little more since it “knows” how much time things will take.

    This new system should also be actively averaging past appointment times for specific issues and also, I think, specific technician appointment times. The last part on averaging specific technician times is cloudy as not enough info about this has trickled down yet.

    Lastly, the system will also adjust itself based on appointments running behind or ahead of schedule, that way folks can be seen as early as possible, and so that people are not being continuously scheduled if the Geniuses are running behind due to more time-sensitive or unexpected issues.

    The word on the SMS texts is that if you walk in to a store with this system in place, the check in technician will be able to give you an eta based on current walk-in traffic (which is what they still do now) and give the option for this new text-based system. This system will also have some other options coupled with it, including the ability to quick reply to see how long the current queue is, and also options to extend your arrival time if you’re not able to make it back to the store in time.

    If your device doesn’t work, then you’ll have to go off of the ETA provided by the system that the check in technician sees.

    It will supposedly give a time range (+\- 20 minutes or so) that a customer could be seen, so a customer without a working device should heed to the earliest ETA just in case they can be see early.

    Overall, the Geniuses are going to have to put a lot of trust in this new system since it is almost fully automated and since they are so used to manually scheduling most appointments based on the “temperature” and flow of the technical appointments at the Genius Bar.

    It will be interesting to see how all of this plays out.

  23. Chris Ko Hoffman - 9 years ago

    I was hoping for something a bit more innovative…

  24. alistmarketing - 9 years ago

    Sounds like they are trying to get more cell phone numbers for marketing.

  25. glstrom - 9 years ago

    yeah that texting is going to come in real handy when person is there with smashed screen, liquid damage or connection issues (90% of mobile appointments at genius bar) Unless of course they are handing out phones to use, not bloody likely , Trying to find way to service more customers than they are able to with usual staffing levels is biggest challenge. Apple employees by and large are happy to help people if they have time.

  26. mucci314 - 9 years ago

    “Using a special algorithm, the application provides the customer a wait time based on issue priorities. For example, a customer seeking an iPhone screen replacement will automatically be placed higher in the queue than a customer seeking help with a minor iCloud issue.”

    This is absolutely incorrect. The new Concierge system is using a new systematic algorithm, yes, but not based on perceived ‘issue priorities’. Apple is moving away from the hard 10-minute mobile and 15-minute mac appointments. Now, the new Concierge system will book a walk-in customer an appointment based on many factors, including the average time needed to assess and resolve said issue (shorter for some, longer for others). If you were able to make an appointment from home, you keep that appointment and nothing changes for you. If your device is a damaged device or does not power on, you obviously will not be able to opt-in to utilize the SMS feature on your device but you may of course utilize the SMS feature on a friend’s or family member’s device. It’s just an added feature to support your walk-in experience.

    Yes, if you haven’t figure it out by now, Apple is allowing you an easier way now to receive support for your issues in the comfort of your own home before you have the need to venture into a retail environment to visit the Genius Bar. Many times there is no need for a customer to make a Genius Bar appointment because there are Apple online support pages, online chat, and phone support.

  27. Lyn Feather - 9 years ago

    I’ve been trying to make an appointment for over an hour on my iPhone then my iPad. I hate this new format. I need an appointment so I can keep that appointment an be there at that time. Very very disgusted at this new intitiative!

  28. In case any of you Apple higher-up people are checking these posts, you should know that your customers are totally frustrated with your new idea and system of making appointments. I’m almost ready to buy a PC and I never thought I would say that. It has never been so difficult for me to get an online appointment with the genius bar. I finally had to go into the store to do so, only to be told to come back in 4 hours. In the past your genius bar people were so wonderful and they always were willing to help. Now you can hardly get an appointment. It used to be that there was never a ‘dumb’ question. Not so anymore. I almost got scolded for asking a question about software even though it was a side issue to why I was there. Apple must be cutting back on their training and their customer service. Are you trying to save money? It’s not going to work. The main reason I have been an apple fan for years was their customer service and their knowledgeable staff whenever there was a problem. I’m almost in need of a new computer and I’m sorry to say, I’m going to check out the Microsoft store first.

  29. Howie Jastrow - 9 years ago

    I truly do love Apple products, but there is nothing that I hate more than Apple stores. Their appointment process is ridiculous and inconvenient EVERY SINGLE TIME. For example, I have an iPhone 6, which is a little over 6 months old. It is having significant battery and charging issues, which I have trouble shooted on my own and practically mirrors the same issue that I had with my iPhone 5. I have and paid extra for Apple Care and know that the device will need to be replaced.

    However, I tried to walk into the store and the wait was an hour and a half I didn’t have. This was in the middle of the afternoon on a Tuesday. So, they tell me to make an appointment. The next appointment available isn’t until Friday at 7:10PM!?? Are they serious? I need to wait 4 days, nearly 5 before a holiday weekend just to have someone look at the phone? The issue is inconvenient enough and I absolutely NEED my phone for my business, especially considering I am the owner and have to communicate with MANY people on a daily basis and be readily available. Friday at 7:10P for a problem I know is going to take 5 mins to correct.

    This is so unacceptable and is a problem that absolutely needs to be fixed. I believe some of the issues should be able to be looked at by the 5-6 people walking around the store who are setting these appointments or checking people out. I am certain one of them is capable of helping me, but apparently, it is set in stone that I must speak to a “genius.” Honestly, I don’t know ANY other tech company that has this type of inconvenience for their support. You should not have to wait this long to have an issue looked at or diagnosed.

    It is very frustrating because I truly enjoy the user experience of Appl products so much better, but I am really not happy that my less than 6-month-old iPhone 6 even has this problem, let alone the fact that I have to wait days to even get someone to look at it.

    If this is seriously the only way that they feel they can provide support, they DESPERATELY need to hire more people. I am in jeopardy of not having a phone for a few days because of this and yes, I realize at one time, we didn’t have phones, but in today’s world we do and businesses rely heavily on technology that not only works but support that is reliable and convenient. Right now, Apple is failing on both fronts and it is incredibly frustrating

    • proudappleuser - 9 years ago

      If you have AppleCare then you can get them to express ship you a replacement iPhone before you send them yours and you don’t have to go into the store. They put a hold on your credit card only until they get your old iPhone back. The service is legit. It has saved me the hassle of dealing with a busy store and I live close to an Apple Store.

  30. Ken Wheeler - 8 years ago

    Just having problems with my two year old macbook screen. Absolute pain in the neck trying to get a genius bar appointment

  31. Farrukh Rafique - 8 years ago

    My iPhone 6 has changed its shape without any damage to product. I got appointment from apple Genius Bar to fix the problem. But they refused to repair without incurring additional cost. Even they accepted that phone condition is ‘Good, device has bent enclosure’ and proposed resolution as ‘full unit swap at cost’. It is important to mention that phone had no physical damage or not in contact to any liquid. But they still phrased it as ‘accidential damage’, which is totally un-understandable.

    This phone had battery problems as well as connectivity to wifi.

    I would better suggest to keep iPhone 5 or swith to HTC as their hardware is more reliable and no shape problem.

  32. Jenni Li - 7 years ago

    > Apple will soon make a significant change to retail store Genius Bar appointments to improve the customer experience

    This is why bloggers are not journalists. They just swallow that this was done to improve the customer experience. This is probably what the corporate memo said. These “writers” never question anything (companies rarely if ever do *anything* to improve the customer experience; they do it to improve the bottom line. But unless the tech writers go kissy-kissy to all things tech, they won’t get previews to the next kewel gadget.