David Feldt. Finding meaning in the noise. Innovating within the social business web. Proud father. Entrepreneur. Builder.

Yesterday, on the day when Apple became the most valuable brand in the World, I had a personal experience that reinforced why Apple IS the most valuable brand in the World. I recently lost my iPhone and called my mobile provider to arrange to get a replacement. After a 30 minute conversation with their customer service rep on the phone, I was assured that everything was in order and that all I needed to do was to go to one of their stores and pick up my new phone.  When I got to the provider’s store, they told me that they didn’t have any stock of the new white iPhone 4 and that I would have to go to an Apple Store to get one. I walked into my local Apple Store which was buzzing as usual and Matthew came up to me and asked how he could help me.  I explained that I’d lost my iPhone and that I needed a replacement phone. I told him that my mobile provider had sent me to Apple Store as they didn’t have stock.  His first words to me were, “No problem, I’ll be happy to help get you setup.” He led me to the closest iMac and launched an app which connected him directly with my mobile provider’s backend. He typed away for 30 seconds and discovered that there was no record of my 30 minute conversation with the provider.  He got on the phone to them and went back and forth with them to solve my problem. I stopped for a second and realized that this was an Apple employee in an Apple Store solving my problem with my mobile provider on my behalf.  While he was on hold, he pulled out his iPod Touch and hit a few keys. Within 30 seconds, one of his colleagues emerged from the back of the store carrying my new iPhone. Not once did Matthew stop and say, “Sorry sir, there’s a problem with XYZ Mobile company. You’ll have to call them to resolve it.”  He just took care of business and apologized to me for the delay! No passing buck. No “it’s not my problem”. No attitude. No excuses. Only superb customer service above and beyond anything I’ve ever experienced. His actions reinforced why I love Apple so much and validated why Apple is the most valuable brand in the World. Yes, they build and distribute magical products that are beautifully designed. Yes, their retail stores are gorgeous and they have the highest gross sales per square foot of any other retail store. But most importantly, they have a culture of excellence, a culture of zero-defect, a culture of service and they attract and nurture employees who share these values and beliefs. Thank you Matthew! You have made a very personal connection and reinforced why Apple is the most valuable brand in the world.

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