Global Lingo Blog

The way businesses talk – and Apple’s Genius programme

The way your business talks internally and to its customers is the key to creating and maintaining what’s unique about your business. Like it or not your business culture has a huge impact on how profitable you are, whether you can attract the best employees and who’ll recommend your services.

How to be an Apple Genius

The recent “discovery” of the handbook given to customer service employees in Apple Stores, or “Apple Genius” as they’re known, gives a great insight into how the culture is curated by Apple. Some of the comments about the manual are pretty sniffy about the tactics and language the staff are asked to use when dealing with customers, but to me this sounds like petty picking.

Apple retail staff have an amazing reputation for dealing with customers; they are by far and away a cut above the other computer stores. I’d suggest they are the leaders because Apple took the time to come up with a guide which details how they want their staff to handle customers. Those stores that leave it to individual store managers, however, don’t have the same customer perception of excellence.

Leading your corporate structure

It seems to me that leaving your style, culture, essence to chance is a big mistake, especially in times like these. In our work transcribing, translating and interpreting for our clients, knowing about their culture, style and internal language is vital. We have to take their words and ensure that they can be understood when the language is changed or taken out of context, which adds a whole new level of complexity.

Working for Apple

So while we don’t currently work for Apple (though if you’re reading this: Tim Cook, get in touch) having a detailed style guide – like the one for the Apple Genius programme – would help enormously to ensure Apple’s Company culture and beliefs were translated, interpreted and transcribed accurately.

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