What's Your Company's Story?

As ever, a major challenge for businesses is how best to distinguish their product or service in today’s crowded marketplace. Typically, the first step is to slash prices as much as possible, the second to improve customer service. But after that, how to ensure that your product or service stands out from the crowd?

Thankfully, more companies are realizing that a memorable experience for the consumer depends on making a connection on a human level. “It’s just business” is quickly becoming an obsolete term. Of course, some companies have known that all along.

Let me tell you a story…

I’m a real Mac fan, and when I bought a new video game for my young son a short while ago and installed it on my computer, the fact that my Mac froze whenever he began to play it was a bit disconcerting.

Thinking it was a question of needing more memory, I resolved to get it, only to be told at my Mac store that my machine, bought more than 2 years ago, was too old. They no longer stocked the necessary parts for such an ancient device. “Would you like to look at a new one?”

Fortunately, my wife had heard that there was a new store in my area that specializes in Mac-authorized sales, service and support. It didn’t take long to track down Los Feliz Hi-Tech at www.losfelizhitech.com.

I quickly learned why the small, attractive store in the Los Feliz section of Los Angeles, established in November 2008, had earned an Apple Outstanding Customer Service and Support Award as well as legions of dedicated customers throughout the area.

Store owner Diego Van der Thomas greeted me right away, as he does all new customers entering his store. Diego is a classy, charming and gracious guy who hails from Buenos Aires, though he has spent many years in Los Angeles providing Mac consulting and services.

Diego is passionate about both Macs and the many local artists, photographers, writers, musicians and filmmakers with whom he has worked over the years. He immediately makes it clear that what is important to him is determining your need, then devising a solution that meets that need to your satisfaction.

In my case it turned out that the memory upgrade was only part of what was needed. Without lapsing into techno-speak, suffice it to say that Diego gave me a clear, concise explanation of the issues. He assured me that everything would work out well, then stayed in close touch with me during the next few days until the required parts arrived and were installed. He even personally transferred some files from my computer onto a disc so that I was able to continue working on another machine while my Mac was in the shop.

As always, we got to know each other by trading stories, and I learned a bit about both Diego's personal history and the satisfaction he takes in working with artists of every stripe.

Since my Mac was still under an extended warranty that covered the needed repairs, Diego was under no obligation to extend such courtesies. Yet, when I went in to pick up my computer, he had one of his technicians demonstrate how well it now works before sending me off with a smile.

Bottom line: a new life for my Mac and a memorably pleasant experience achieving it. Where do you think I’ll be buying my next Apple product?