Genius training manual details banned words for Apple employees

“Details from Apple’s training manual for Genius Bar employees have been published online, revealing how the company teaches its workers to read customer body language, and how words like ‘crash’ and ‘hang’ are not to be used,” AppleInsider reports.

“The company’s confidential information was published on Tuesday by Gizmodo, which referred to the employee workbook as “psychological training” designed to ensure that customers are happy. In particular, Apple Geniuses are told to focus on empathizing with customers and employ what are called the ‘three Fs:’ feel, felt and found,” AppleInsider reports. “In one example, Geniuses are told how to respond to a customer who feels a Mac may be too expensive for them. The employee is advised to employ the three Fs, saying ‘I can see how you’d feel this way. I felt the price was a little high, but I found it’s a real value because of all the built-in software and capabilities.'”

AppleInsider reports, “Also included in the employee manual is a list of things Geniuses are not allowed to say.”

Read more in the full article here.

MacDailyNews Take: Genius training manual details banned words for Apple employees:

Brow·ett·ize   [brau-eh-tize]
verb (used with object), Brow·ett·ized, Brow·ett·iz·ing

to monkey with success, usually in a cheap and ignorant way; to reinvent the wheel; to fix what isn’t broken; to screw the pooch; to attempt to empire-build with disastrous results, then face widespread public humiliation

brow·ett·i·za·tion, noun
brow·ett·ized, un·brow·ett·ized, adjective

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Eyebrows raised over Apple’s hiring of Dixons CEO to run Apple Retail Stores – January 31, 2012
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  1. MDN – irrelevant ‘take’. These manuals may have been in place for years. And I’d have been disappointed if Apple’s retail employees WEREN’T taught basic public relations.

    Go simper elsewhere.

    1. Exactly. There are ways to word things that make people not panic when there is a problem. Any good IT needs to use those because people’s lives are in their computer and it’s a very emotional thing—even if it sounds trivial to us, that EVERY photo of their dead dog Pooky might have been accidentally trashed. A personal computer holds more than dry data and documents, it’s also memories and very emotional suff people are connected to. And people still don’t back up their drives, so problems are very traumatic, but true.

  2. God forbid a tech company show decent customer assistance. Walk into best buy or att and notice the atrocious customer service and tell me that they couldn’t use a little instruction. Tech geeks are not people persons so a little guildence goes a long way.

  3. I was hoping for something a little juicier. For example, a genius cannot use words or phrases like, Fsck off, go buy a PC as yer too stupid to own a Mac, Ya wanna feel my mouse, No maam, the screen is black because it is NOT TURNED ON..AAARGH.

  4. The fastest, and most certain, way to ruin a business is to appoint an accountant as CEO. Qantas used to be a great airline, but successive accountant CEOs have nickelled and dimed Qantas staff and their frequent fliers for years, and driven them to other airlines, like Virgin Australia and Virgin Atlantic. Qantas is now losing market share and money having trashed the Qantas experience and focusing entirely on price. If Tim Cook pursues this approach in his stores he will trash the Apple brand, and people will fall out of love with Apple and drift to other products. I often spend time in an Apple store just to browse and try the latest equipment – because I can, without being pestered by sales staff. If that changes I won’t go there any more, and a close relationship will become more distant. The fracas over the aborted changes in the retail stores has already damaged Apple’s brand – bringing it down to the “ordinary” retail experience. Lose the magic and you will lose the ability to charge a premium. Apple will then look like a pricey Samsung… Qantas attempted to shift their customers to their low-cost Jetstar subsidiary. But, in reality, their well-heeled customers went elsewhere, leaving Qantas with just the bargain hunters and a ruined brand. It would be sad to see Apple make the same mistake.

          1. Sales, accounting, corporate mentality, same thing. I left the Byte Shop in 1985 because they had sold to company to Pacific Telephone, one of the RBOC’s. My reason was that the suits were taking over. Within 3 years, PacTel had lost 111 million dollars ruining one of the finest retail computer sales organizations bar none.

    1. I hope you are not saying Tim Cook is an “accountant.” He’s the operations genius, who made the design genius of Steve Jobs (and Jonathan Ive) into reality.

    2. Thank you @sunbeamrapier. Putting a ‘Bean Counter’ in charge is equivalent to putting a marketing-moron in charge. The effect is fundamentally the same:

      1) No comprehension of creativity and entrepreneurship as THE driving force of business.
      2) Disrespect for the customer. They are treated as just another number or measurement category.
      3) Disrespect for the employees who don’t schmooze with them properly. Morale is killed dead, resulting in plummeting productivity.
      4) No viable vision of the future. Short term thinking, long term disaster. Hello Kodak!

      This is one strain of the self-destruction disease killing modern business and turning it into laughable, dysfunctional biznizz. 😯

  5. What exactly is the scoop here? That Apple retail wants to ensure it’s employees are equipped to take care of it’s customers?

    BTW – this is almost the exact same training as it was in ’02 – As mush as I too love to participate in Browett bashing, this isn’t an example of it.

    1. You are correct sir. The manual has nothing to do with poralle Browett. The crap that he has pulled stands on its own legs. But please feel free to bash Browett at will. because that piece of shit deserves all the abuse we can give him. Get him out of there Cook!

  6. Gizmodo is at it again. They weren’t content with buying the stolen iPhone 4, now got their hands on confidential Apple information and publish it online.

    I know you’re paying attention Samsung and Microsoft! Go ahead and copy it for use on your totally original stores!

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