Yesterday I called Apple support. The reason for calling was so trivial that I actually apologised to the courteous yet professional agent on the phone.

What I like to talk about in this post is not the fact that my are going to be replaced free of charge (that’s a given). The purpose of this post is to highlight how the whole process was effortless.

You see, there are things that need to be awe inspiring to get attention. I’m referring to things like a new phone, car, maybe even a fine wine.

Others just need to be effortless to make an impact and support is one of those.

Customers don’t want to be delighted during an interaction with customer support, they just want the experience to be effortless.

Apple in this regard has delivered again.