or Connect
AppleInsider › Forums › General › Genius Bar › BMW to deploy iPads and mimic Apple Genius program to serve customers
New Posts  All Forums:Forum Nav:

BMW to deploy iPads and mimic Apple Genius program to serve customers

post #1 of 27
Thread Starter 
BMW next year will take a page from Apple's playbook, bringing in young, tech-savvy staffers to help answer customers' questions about vehicles on the showroom. The BMW Geniuses will even carry iPads.

Genius Bar


The BMW Genius Everywhere program is set for a nationwide launch next year, according to Advertising Age. The program will put iPads into the hands of college students and other young employees, sending them to the show floor in order to do largely what the Geniuses in Apple retail stores do: answer questions and tell customers how to buy.

BMW's geniuses will not be salesmen, though. They will be tasked solely with responding to customers with pertinent information. In the event a customer wants to make a purchase, the Genius hands the customer over to a salesperson. Geniuses ? who will likely wear a polo shirt reading "BMW Genius" ? will be salaried employees, not paid on sales commissions.

BMW is targeting car-savvy college students to put on the showroom floor, but the company may also train people already working in their stores to be geniuses. The company is still working out details and guidelines, but it is expected that every BMW dealership will eventually staff at least one Genius.

BMW's program ? and like programs at Cadillac and Lexus ? serves as a testament to the success of the Genius element in Apple's retail model. While Apple is continually tweaking the particulars of its Genius Bar and other aspects of the Genius experience, the Geniuses are, overall, one of the more celebrated parts of the Apple Store.

In addition to technical training aimed at helping them resolve customer issues, Apple's Geniuses undergo "psychological training" to be able to read customer body language. They're also drilled in preferred phrasing when dealing with customers: saying an application "unexpectedly quits," but not saying it "crashes."

The strategy has paid off for Apple: its retail stores log more than 50,000 Genius Bar visits every day.
post #2 of 27

In related news, a new line of luxury cars will be produced and sold to exclusive customers beginning in Q2 2013. The sales people will all be carrying Android tablets (running 2.3 Gingerbread) and the cars will mostly be marketed towards the Android user base. Interested customers are urged to immediately pre-order, as these vehicles are expected to sell out as quickly as a Microsoft Surface launch.

 

post #3 of 27
Apple's influence is everywhere and growing
post #4 of 27

How long before a story about one who was asked to help with someone's computer?

Originally Posted by asdasd

This is Appleinsider. It's all there for you but we can't do it for you.
Reply

Originally Posted by asdasd

This is Appleinsider. It's all there for you but we can't do it for you.
Reply
post #5 of 27
Quote:
Originally Posted by Lord Amhran View Post

Apple's influence is everywhere and growing

At least their models for assisting service can be adopted by others without the fear of a lawsuit.

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

 

Goodbyeee jragosta :: http://forums.appleinsider.com/t/160864/jragosta-joseph-michael-ragosta

Reply

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

 

Goodbyeee jragosta :: http://forums.appleinsider.com/t/160864/jragosta-joseph-michael-ragosta

Reply
post #6 of 27

Good. In my experience most BMW salesmen/women know f**k all about the cars. I can't count the number of blank stares, 'I don't know' comments and such like I've had over the years.  Most car sales people these days ( at least at BMW ) are just 'order-takers'  - no salesmanship / knowledge of the cars at all.  

post #7 of 27
Maybe they will be able to tell me why the speedometer is off by about 10%.
post #8 of 27
Quote:
Originally Posted by SolipsismX View Post


At least their models for assisting service can be adopted by others without the fear of a lawsuit.


I am looking forward to seeing Ron Johnson deploy the mobile cashier concept at JC Penney. I personally think this is a great idea, but have heard from friends that they are not crazy about it because they are not sure where to pay. Most importantly, many stores could gain from increasing staffing level in their stores, and making it easier to identify the product specialists (no pun intended vis-a-vis specialists and geniuses).

post #9 of 27
Originally Posted by quinney View Post
Maybe they will be able to tell me why the speedometer is off by about 10%.

 

"Nice try, son; you're still getting the ticket."

Originally Posted by asdasd

This is Appleinsider. It's all there for you but we can't do it for you.
Reply

Originally Posted by asdasd

This is Appleinsider. It's all there for you but we can't do it for you.
Reply
post #10 of 27
Quote:
Originally Posted by stelligent View Post

Quote:
Originally Posted by SolipsismX View Post


At least their models for assisting service can be adopted by others without the fear of a lawsuit.


I am looking forward to seeing Ron Johnson deploy the mobile cashier concept at JC Penney. I personally think this is a great idea, but have heard from friends that they are not crazy about it because they are not sure where to pay. Most importantly, many stores could gain from increasing staffing level in their stores, and making it easier to identify the product specialists (no pun intended vis-a-vis specialists and geniuses).

 

SOT:

 

My daughter and her three teenagers (girl 17, boy14, boy13) tell me that "the jcp" is now the cool place to shop...  uncluttered, fewer SKUs, better selection, good prices, great ads.  They showed me Valentines gifts of shirts and shoes that were priced 50% of comps at other stores.

 

The venerable French Boutique known as "Jaques C. Penné" has come a long way in the last few years.

 

My 17-year-old granddaughter tells me that she is a little disappointed in the makeup section at JCP -- isn't there an iPad app for that?

"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
post #11 of 27
Quote:
Originally Posted by Lord Amhran View Post

Apple's influence is everywhere and growing

Yep, didn't I read awhile back that a BMW designer said Apple has influenced buyers in making white a popular choice in car colors? :) 

post #12 of 27
Quote:
Originally Posted by Dick Applebaum View Post

 

SOT:

 

My daughter and her three teenagers (girl 17, boy14, boy13) tell me that "the jcp" is now the cool place to shop...  uncluttered, fewer SKUs, better selection, good prices, great ads.  They showed me Valentines gifts of shirts and shoes that were priced 50% of comps at other stores.

 

The venerable French Boutique known as "Jaques C. Penné" has come a long way in the last few years.

 

My 17-year-old granddaughter tells me that she is a little disappointed in the makeup section at JCP -- isn't there an iPad app for that?

Good for JCP! :) You should also have her check out H&M....Style plus very low prices! :)

 

I get pants for $29, t-shirts for $6 and sweaters for $19. Good quality, too! :)

post #13 of 27
Quote:
Originally Posted by stelligent View Post


I am looking forward to seeing Ron Johnson deploy the mobile cashier concept at JC Penney. I personally think this is a great idea, but have heard from friends that they are not crazy about it because they are not sure where to pay. Most importantly, many stores could gain from increasing staffing level in their stores, and making it easier to identify the product specialists (no pun intended vis-a-vis specialists and geniuses).

I wish more Apple Store employees could check you out. They simply have too many different type of employees on the floor wearing the same color shirt. I don't care for being pointed to the back of the store and being told "Bob Loblaw will help you with that." Not that I have a better solution outside Bob Loblaw wearing a glowing red hat that is in the shape of the Apple logo.


edit: typos
Edited by SolipsismX - 2/11/13 at 10:49am

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

 

Goodbyeee jragosta :: http://forums.appleinsider.com/t/160864/jragosta-joseph-michael-ragosta

Reply

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

 

Goodbyeee jragosta :: http://forums.appleinsider.com/t/160864/jragosta-joseph-michael-ragosta

Reply
post #14 of 27
Everywhere else, they call it a help desk!
post #15 of 27

Doesn't matter.  My first and only BMW purchase will certainly be my last.  The fact BMW is still in business for putting out such garbage is beyond me.  

post #16 of 27
Quote:
Originally Posted by SolipsismX View Post

Quote:
Originally Posted by stelligent View Post


I am looking forward to seeing Ron Johnson deploy the mobile cashier concept at JC Penney. I personally think this is a great idea, but have heard from friends that they are not crazy about it because they are not sure where to pay. Most importantly, many stores could gain from increasing staffing level in their stores, and making it easier to identify the product specialists (no pun intended vis-a-vis specialists and geniuses).

I wish more Apple Store employees could check you out. They simply have too many different type of employees on the floor wearing the same color shirt. I don't care for being pointed to the back of the store and being told "Bob Loblaw will help you with that." Not that I have a better solution outside Bob Loblaw wearing a glowing red hate that is in the shape of the Apple logo.

They shouldn't let fandroids work at the Apple store.
post #17 of 27
Quote:
Originally Posted by SolipsismX View Post

Quote:
Originally Posted by stelligent View Post


I am looking forward to seeing Ron Johnson deploy the mobile cashier concept at JC Penney. I personally think this is a great idea, but have heard from friends that they are not crazy about it because they are not sure where to pay. Most importantly, many stores could gain from increasing staffing level in their stores, and making it easier to identify the product specialists (no pun intended vis-a-vis specialists and geniuses).

I wish more Apple Store employees could check you out. They simply have too many different type of employees on the floor wearing the same color shirt. I don't care for being pointed to the back of the store and being told "Bob Loblaw will help you with that." Not that I have a better solution outside Bob Loblaw wearing a glowing red hate that is in the shape of the Apple logo.

 

What do you have against Sweet Old Bob?

"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
"...The calm is on the water and part of us would linger by the shore, For ships are safe in harbor, but that's not what ships are for."
- Michael Lille -
Reply
post #18 of 27
Quote:
Originally Posted by argonaut View Post

Good. In my experience most BMW salesmen/women know f**k all about the cars. I can't count the number of blank stares, 'I don't know' comments and such like I've had over the years.  Most car sales people these days ( at least at BMW ) are just 'order-takers'  - no salesmanship / knowledge of the cars at all.  

 

That might be a local problem then. I have absolutely the opposite experience. I bought BMWs in Germany, Thailand and India and the staff in all locations has been nothing else but excellent, they even new every possible combination of extras by heart (and those are quite confusing with BMW). Now, if they would only stop putting compact spare tires in $80k cars... maybe a combination of iPad and 3D printer would do the trick?

post #19 of 27
"... to do largely what the Geniuses in Apple retail stores do: answer questions and tell customers how to buy."

That's *not* what the Geniuses in Apple retails stores do.

Apple Geniuses repair things. That makes them the equivalent of a dealership's service department, not a dealership's pre-sales team.

Granted, during the course of repairing something that you bring them, they may offer advice such as "this is so beyond fixing that you way want to consider buying a new one", but if you're walking into an Apple Store for the purposea of buying something, you will NOT interact with an Apple Genius.
post #20 of 27
Quote:
Originally Posted by Dick Applebaum View Post

What do you have against Sweet Old Bob?

Are you familiar with Bob Loblaw?



I can't wait for Arrested Development to start back up on Netflix.
Edited by SolipsismX - 2/11/13 at 11:00am

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

 

Goodbyeee jragosta :: http://forums.appleinsider.com/t/160864/jragosta-joseph-michael-ragosta

Reply

"There is no rule that says the best phones must have the largest screen." ~RoundaboutNow

 

Goodbyeee jragosta :: http://forums.appleinsider.com/t/160864/jragosta-joseph-michael-ragosta

Reply
post #21 of 27
Quote:
Originally Posted by AppleInsider View Post

The BMW Genius Everywhere program is set for a nationwide launch next year, according to Advertising Age. The program will put iPads into the hands of college students and other young employees, sending them to the show floor in order to do largely what the Geniuses in Apple retail stores do: answer questions and tell customers how to buy.

 

Then they aren't doing as Apple Geniuses do. The Genius position at Apple is not about sales but about tech support. 

 

Given that such a basic detail is wrong makes me strongly doubt any other information about Apple's Genius Bar like supposed details about training etc.

post #22 of 27
Quote:
Originally Posted by "Apple 
[" url="/t/155905/bmw-to-deploy-ipads-and-mimic-apple-genius-program-to-serve-customers#post_2275463"]In related news, a new line of luxury cars will be produced and sold to exclusive customers beginning in Q2 2013. The sales people will all be carrying Android tablets (running 2.3 Gingerbread) and the cars will mostly be marketed towards the Android user base. Interested customers are urged to immediately pre-order, as these vehicles are expected to sell out as quickly as a Microsoft Surface launch.



Thank goodness you didn't write "Android Genius." ;-)
post #23 of 27
Quote:
Originally Posted by Dick Applebaum View Post

 

SOT:

 

My daughter and her three teenagers (girl 17, boy14, boy13) tell me that "the jcp" is now the cool place to shop...  uncluttered, fewer SKUs, better selection, good prices, great ads.  They showed me Valentines gifts of shirts and shoes that were priced 50% of comps at other stores.

 

The venerable French Boutique known as "Jaques C. Penné" has come a long way in the last few years.

 

My 17-year-old granddaughter tells me that she is a little disappointed in the makeup section at JCP -- isn't there an iPad app for that?


That seems a little weird to me. I've never thought of any chain department store as "cool". I didn't think kids would go that way either.

post #24 of 27
Quote:
Originally Posted by SolipsismX View Post

Not that I have a better solution outside Bob Loblaw wearing a glowing red hat that is in the shape of the Apple logo.


edit: typos

Aw, you fixed it. "wearing a glowing red hate in the shape of the Apple logo" was the most poetic description of an iPhobe I have ever read.1wink.gif
post #25 of 27
Quote:
Originally Posted by Lord Amhran View Post

Apple's influence is everywhere and growing

 

Not according to the LOL@APPLE crowd.

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
Reply

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
Reply
post #26 of 27
Quote:
Originally Posted by sflocal View Post

Doesn't matter.  My first and only BMW purchase will certainly be my last.  The fact BMW is still in business for putting out such garbage is beyond me.  

 

You sure it wasn't one of these?

http://www.carnewschina.com/2012/02/01/shuanghuan-sceo-really-thinks-it-is-a-bmw-x5-in-china/

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
Reply

"Apple should pull the plug on the iPhone."

John C. Dvorak, 2007
Reply
post #27 of 27

I saw a Samsung shop in Sydney a few months ago, trying to be very much like Apple.

Saw the Microsoft website the other day, trying to look VERY much like Apple, even the geek wearing the lanyard looks the same as the 'genius' concept of Apple.

 

They say that imitation is the most sincere form of flattery. can't wait for Apple to ramp it up a bit more and make all the other stores look ancient. That would be funny.

New Posts  All Forums:Forum Nav:
  Return Home
  Back to Forum: Genius Bar
AppleInsider › Forums › General › Genius Bar › BMW to deploy iPads and mimic Apple Genius program to serve customers