Thank you for all your comments and emails on the "Time to Innovate" post. There is some valuable stuff here. The goal was to get to the "Top Five" suggestions to move the support process to the next level.

Some clear messages:

Support the person, then the product:
Understand the profile of the individual. The people that use your products will help you do this. Understand their technical competence, experience with Apple, use of Pro Apps etc. Then support them and their product issue with the appropriate resource. e.g. smart geek, OS X since first release, and developer; get them to a specialist support rep directly.

Provide Options:
Individuals and their circumstances are different and "one size fits all" doesn't! Giving people options on how they would prefer to interact with support is important. Offer IM, Email, VOIP, Phone, online forums and Genius Bar. Choice is good.

Communicate!
For example; communicate accurately about where the product repair is in the system and what work is being done. We care about our computer and the issue. Also communicate more widely and transparently via forums and blogs. More information is good.

Consistency:
Getting it right ninetyX% of the time is not acceptable for the X% when things don't go right.

High-quality support:
High-quality support is primarily a function of great product design and ease of use, quality of product, great documentation followed closely by 100% interest in the customers situation. Get this right, then the rest is simply good process. This also lowers the cost for the brand owner too. Companies like Lexus understand this.

Is there a "Top Five" list of specific suggestions that would advance the art of customer support? How about this?

#1  Support the person first, then the product issue. Get me to the right level of customer support first time.

#2  Build a 7x24 Online Virtual Genius Bar that I can book appointments and iChat (IM, voice or video) or email a Genius, and perhaps use remote access tools to help solve my issue. Backup this service with existing in-store Genius Bars and AppleCare on-site / pickup / drop-off services. Let me choose the best option for me.

#3  Improve my self-service options. Put a wealth of support information online so I can search / research my issue and leverage other peoples experience and fixes. Dedicate more CSR's to online forums. Develop customer support blogs for every product line.

#4  Allow me to rate my service experiences to help you, the support provider, identify issues with your service consistency and solve them quickly.

#5  Just get the product right, make it easy to use, and provide great documentation. I may not need support, and if I do, you'll have the time to make my experience great.

What would be your first choice? What suggestion would help you the most?




Any other thoughts?