It can take up to 20 years to build a quality brand name, but just a handful of bad experiences can destroy it. The great entrepreneurs of our time believed this to be true. Steve Jobs, Mark Zuckerburg and Keith Merrill all bought into the concept that having a superior innovative product was not enough. Sooner or later, the competition will rise up, because if history has taught us anything, it is that success breeds success. You can design or create a new product or a way to sell to consumers, but the fact is, it won't be long until someone re-creates or duplicates products and designs, and you will at some point lose some of your competitive edge. The way to truly separate yourself is to provide uncompromising and undeniable customer service, ensuring that their buying experience is truly special. Have you ever heard of anyone who has had a bad experience dealing with Amazon or Apple? Amazon is so customer focused that it will literally send you a replacement for a lost package immediately without ever implying that the customer is at fault. It's no wonder that customers love their shopping experience so much that Amazon is the only place many customers decide to shop online.
The same can be said for Apple. When it comes to the in-store experience, Apple employees are so passionate about their products that I feel like I am talking to a polite tech enthusiast about their goods in the store and not an Apple employee. The result is incredible brand loyalty by their customers. Apple’s in-store Genius Bar customer support concept is brilliant, and I can't understand why more companies don’t do it. The result is Apple having the highest sales per square foot of any retailer in the U.S.: more than $5,000 per square-foot.