Wasting Friday Night at the Genius Bar
by Dave Tufts - July 9, 2007 / 1:15pm View more articles
Recently, a couple keys on my MacBook stopped working. Last Friday I headed to the Apple Store, presuming I could drop it off, have them fix it and mail it back to me.
Here's what I expected would happen.
- I walk into the store, go to the front desk and say: "I purchased this laptop here. Now the keyboard is broken."
- The clerk would scan my original receipt to confirm the warranty and power on the laptop to confirm its brokenness.
- The clerk would then take my address and send my laptop off to be fixed.
Time Spent: 15 minutes.
I expected this entire process would take about 15 minutes. Why? Because that's how every other business works. Within the past two years I've had repairs done on a guitar, my car, and a television set. In each case, I dropped off the broken item and was on my way in minutes.
Apparently this concept does not apply to Apple.
They have "Geniuses" and a "Genius Bar".
Here's what actually happened
- I walk into the store, go to the front desk and say: "I purchased this laptop here. Now the keyboard is broken."
- Clerk: "Do you have an appointment?"
- Me: "No, I just want to drop it off to get fixed."
- Clerk: "You can't just drop it off. There's an appointment in a 1/2 hour"
- An hour and a half later, they called my name.
- I then spent another 45 minutes sitting at the Genius Bar as the Genius confirmed that my keyboard was indeed broken.
- The genius took my address and sent my laptop off to be fixed.
Time Spent: 2 hours, 15 minutes
How does sitting there for 45 minutes watching someone try to fix a computer benefit the customer? It doesn't – but most of the customers didn't seem to mind. Instead of putting a counter at the back of the store called "Service Desk", Apple markets their repair and help desk as a "Genius Bar". Most of the people sitting around wasting their Friday night seemed happy to do so because it's such a happy, friendly place.
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okay, seriously:
How does sitting there for 45 minutes watching someone try to fix a computer benefit the customer? It doesn't – but most of the customers didn't seem to mind. Instead of putting a counter at the back of the store called "Service Desk", Apple markets their repair and help desk as a "Genius Bar".
It may benefit the customer because said customer gets to watch someone spend time try to help them. It may not be fast, it may not be efficient, but they are being helped by a real live human being. It makes what is usually an impersonal experience (does "Service Desk" inspire confidence?) into a personal experience. Apple has taken what is normally seen as a cost center and turned it into a way to earn customer loyalty.
(But I do think it's defective to take 45 minutes to diagnose a malfunctioning keyboard.)
Most of the people sitting around wasting their Friday night seemed happy to do so because it's such a happy, friendly place.
I've noticed, through observation, that Mac customers seem fairly patient and good natured, while people with broken iPods are prone to starting fights with store employees. I'm not sure why this is, but having observed those iPod customers making everyone around them miserable because they can't listen to their music, I have no desire ever to work at a Genius Bar.
I agree though, Apple really needs to revamp their policies to not be so arcane when it comes to savy users. However, they follow the rules so that they can guarantee that the problem isn't merely user error. As an Apple certified tech, I can say that Apple's guidelines for troubleshooting are really good at finding problems that appear to be hardware issues but are actually user or software issues.
I think the root is that Apple's general attitude is to offset the money they spend on repairs by charging the user's patience and time.
Last Friday, there was me with my broken keyboard and another guy with a smashed up screen - both seemingly obvious hardware problems that require sending the computer off to get fixed. Yet, both of us had to wait while other geniuses taught one customer to use Final Cut and helped another re-install his OS because he messed up something with BootCamp.
There are some people or at least some situations where the impersonal efficient solution fits best. I (correctly) assumed a hardware problem. All I wanted to do was leave the laptop, have someone fix it, and send it back. I did not want to build a lasting brand/customer relation.
(Part of the problem is that the Genius Bar is right near a row of computers where 465 teenagers spent the entire two hours taking "funny" Photo Booth snapshots.)
I think the root is that Apple's general attitude is to offset the money they spend on repairs by charging the user's patience and time.
Exactly - that's what I was thinking as I sat there. If each Genius solves 1 or 2 problems a week, with the customer sitting there, instead of sending the computer off, they're saving money. Apple is the genius in marketing it as a fun, educational, learning experience as opposed to sitting at a service counter.
Also like you, my diagnosis was correct, but only after a majority of geniuses agreed with me. My logic board went (as was a commonly reported problem on the serial number range that I had, and they were offering free repairs). I brought it in to show them that my screen looked like the desktop was smeared across the screen.
The first "genius" told me that my "screen was broken and to use it I'll need to plug in a monitor." Think about that answer. That's never acceptable. He left it at that and wouldn't help me any further.
I found another genius that was coming off of his break (and notice the non-quotes here, because this guy was reasonable). He took a 1-minute look at it and said, "yes, this is clearly broken." He got a manager to come over and override the first idiot I talked to.
For a company that strives on making any process as user-friendly as they can, they surely misjudged people in the real world. Or maybe that's why people that use Macs love Macs: maybe you have to, or else your problems will never be addressed.
Man, I've been praying someone would com. something about Genius Bars. For the record, I've got a short novel's worth of comments but I'll spare you and just address this specific post.
Dave, I've met you. You seem like a bright guy. I'm honestly suprised that you would assume anything at an Apple store would take only 15 minutes. Apple has grown their brand by sucking people in. The Apple Stores are a modern marketing feat in and of themselves. The idea, get a bunch of people in a well-lit area and have then enjoy the heck out of a product. The Apple Store is the new Brookstone. The only difference is that people buy Apple products. I would also point out the "snooty" nature of Apple owners with regards to the Public Eye. I'm sure you're more than aware of PVPonline.com. Everything has an elite feel to it, and if you're not into the finer working of your product well then "ho ho, I shun thee".
"You need an appointment", What is this, the Doctor's office? A "Genius Bar"? C'mon. It doesn't take a "Genius" to see that the keys are malfunctioning. What they really need is the "I broke it" bar and the "I don't know what the heck I'm doing" bar. 2 lines, 2 purposes.
*Stepping off the iSoap Box*
Gates 4 Lyfe.
If you have weird Kernel Panics software related issues, app's unexpectedly quitting...thats not something that can be solved in 15 minutes. Not beyond an erase and install that is...
A software problem is easy to discover but not easy or quick to fix, it takes a lot of time to unravel it. If you don't know that, then you're an idiot and the computer should be taken away from you.
Hardware related problems are easier to find and generally the computer just has to be checked in, that process of documenting the issues needs to be very clear.
If I am at the Genius bar and they are typing away for 5-10 minutes...I don't care as long as it is thorough and my computer comes back repaired.
And as for data, Apple is not responsible for what you put on your computer. If you don't backup data that is "critical" then I seriously think you're the idiot for not protecting something that is supposedly very "critical" to you.
Do any of you even know how many customer's a Mac Genius sees in one day?? and most of the customers are not coming in to say a friendly "hello" they are angry individuals. So you are probably greeted with apathy because most customers are certifiable assholes.
I would seriously like to see someone on here take on such a job and see how long they last. It's not easy.
For Jeff Turcotte...understand what you're talking about before you make such a statement. You haven't even come close to seeing the other side of the coin.
The problem is most people don't treat Computer Technicians like they would treat their auto mechanics.
If you just came into a dealership or your mechanic and said, "There's something wrong fix it." They will look at you and first think you're an idiot and secong say, "there are other people in this world who have car issues too, you're not the only one, I can't just fix it right here on the spot, get an appointment and get in line." Its the same thing at the Genius Bar, but people don't take the time to make that association.
You know, every piece of technology will fail or have issues at some point in time. If you don't understand that, than you are a fool.
Apple has a solid reputation but come on...they're not God and yes some of their hardware will have issues. Nothing is perfect where technology is concerned.
By the way...for those of you who went to the Genius Bar...how much did it cost???
How much does it cost when you try to get support from Microsoft?? or the Geek Squad??
If you're going to complain about free service and then the results you get...do everyone a favor...stay home and try and fix the problem yourself you stupid F***!
If you're nice to the Genius you have an appointment with, trust me they will do all they can to solve whatever issue(s) you have. If you're an asshole who thinks you're time is more valuable than theirs, expect to be there a while and for the issue to not be completely resolved.
Just remember if you don't know much about Apple computers, (which I would have to guess you wouldn't if you're going to the Genius bar outside of checking it in for a hardware issue) then you are in their hands. They can make your life with your computer hell if they want to.
So the best advice from what I just wrote...be nice to the Genius at the Genius Bar, they know more than they let on.
But it would have cost me $300, until I convinced another "genius" that it was covered under an Apple recall. I had done my homework, and don't wish to be talked down to at those places.
Besides, if you call those people geniuses, logically one can assume that users of Apple products are "non-geniuses," or, "idiots." That's not very nice.
I just started liking Apple products.
So, to summarize your comment:
”If you think using a Mac and solving problems is as easy as Apple advertising and the name Genius Bar implies, you are an idiot and should not own or use a computer.“
Nice.
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A little nugget to ponder: People who are really good with computers are usually paid really well. Working at the Genius Bar or Geek Squad doesn’t pay really well. Hence, the Genius Bar and the Geek Squad (usually) don’t have “geniuses” working at them. It’s just simple economics.
Elizabeth: Dave wasn't trying to see someone to fix it. He was trying to drop the laptop off to be fixed. Big difference. And Apple won't let you do that, by default. (More below).
Wrote this because this happened to me today. My hard drive died (we ran all the tests ourselves and it was dead and needs a replacement. Drove to the Apple Store, which isn't close, and just wanted to DROP OFF MY MACHINE. Instead they tried to make me see a genius (no appointments left today; five people in the standby line). I JUST WANTED TO DROP IT OFF.
I raised a fuss - not a loud one, but a rightfully angry one. The salesman was sympathetic but said he couldn't do anything. Turned out he was wrong; a manager heard the conversation and said that they'd changed policies recently and yes, I could drop it off.
But they only give this privilege to customers if the customer insists. Apple's an arrogant fucking company and the minute I have some time to set up some non-Apple machines, I'm going to start moving off. The apple is rotten rotten rotten. Pretty peel on it though!
Abracadab
rlo@perforce.com