Genius Bar said to be reorganizing for speed, efficiency
updated 03:40 pm EDT, Wed July 14, 2010
May push some repairs overnight
Some significant changes could be coming soon to the Genius Bar operations at Apple Stores, a report says. Though not identifying its sources, the report claims that the objective is faster response to customers by pulling in as many workers as possible. Stores may keep a closer eye on the influx of reservation and walk-in appointments, for instance, and recruit qualified people from other sections of the store to open up new lines. Although appointments should remain the priority, the goal is allegedly to serve walk-ins in 30 minutes or less.
In terms of actual repairs, the plan calls for technicians to handle multiple customers at once. When a computer is running diagnostics or being rebooted, a Genius may be required to help someone else waiting in line. Notes from the Concierge system could be used to slip customers with quick-fix problems in wherever possible, or simply match people having similar difficulties.
Another anticipated change is an emphasis on overnight repairs versus while-you-wait service. The latter should still be possible at times of low traffic, but sources claim that a lot of the burden may be moved to night shifts, with people assigned (as necessary) to stay as late as midnight and prepare hardware for morning pickup. If a repair can't be finished after-hours on one day, it may be completed the next morning in the hours before opening.
Clerks are expected to help fix some problems with Apple handhelds on-the-go, using iPod touches loaded with an app called MobileGenius. In theory this may offer the dual benefit of keeping traffic away from the Genius Bar while simultaneously allowing workers to push more merchandise.
The system is already said to be getting internal criticism. One worker argues that it is not only less personal, but geared to use the less-qualified Creative staff to avoid hiring new employees. Some stores may also have a hard time completing overnight repairs, the person says, unless Apple modifies the way it ships and allocates parts.
Apple corporate is meanwhile believed to be teasing something "big" through its internal Retail News Network. Though the company may mean the above changes, the truth of the matter is uncertain. RNN is said to be regularly used to announce operational evolution.
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Oh please...
Clerks are expected to help fix some problems with Apple handhelds on-the-go, using iPod touches loaded with an app called MobileGenius. In theory this may offer the dual benefit of keeping traffic away from the Genius Bar while simultaneously allowing workers to push more merchandise.
Oh, good. Just what we want at the Apple Store. More pushing of merchandise on consumers. I thought they were all about the 'soft sale'.
The system is already said to be getting internal criticism. One worker argues that it is not only less personal,
"Less" personal? I didn't realize the current task of fixing computers was 'personal' to begin with, since it's almost entirely done in the back room.
but geared to use the less-qualified Creative staff to avoid hiring new employees.
Uh-oh, sounds like there's a little class warfare going on here.
Some stores may also have a hard time completing overnight repairs, the person says, unless Apple modifies the way it ships and allocates parts.
Now that's just a stupid statement made by someone who obviously trying to say as much negative about it as possible. As the article states, the overnight service is in lieu of the 'while you wait' service. Currently, you come in with problem, they look at the inventory, and go "Oh, we need to order that part. It'll take a day or two.". Under the new system, it's the same thing!