An Enjoy Expert assists a customer with setup of a new smartphone device.
What makes Enjoy so enjoyable?
Investors will now be asking that question as Enjoy Technology – the brainchild of former Apple retail chief Ron Johnson – prepares to go public via a special-purpose acquisition company (SPAC).
Johnson is credited with reimagining the retail customer experience through his work at Apple, creating a franchise that helped accelerate the company’s growth with sales per square foot that far exceeded that of other retail chains. With Enjoy, Johnson is again trying to put his stamp on customer experience, this time with a firm that helps other companies leave great impressions.
Enjoy partners with high-end electronics makers and luxury brands to turn the “last mile” of product delivery into a bona fide experience of its own. Instead of just leaving a product on a customer’s doorstep, it’s hand-delivered by a trained specialist who then guides the customer through device installation and setup.
As Johnson noted in a recent Wall Street Journal interview, “There are a lot of people that can deliver to the door. We’re the only one that has built out the vision to really generate incremental value for partners by going through the door.”
AT&T partnered with Enjoy to create its new “Right To You” service. Purchase a device from the carrier and, along with regular delivery and curbside pick-up options, customers can select the Right To You service and have the product brought to their home at a time of their choosing (often the same day). Once the Enjoy product specialist arrives with the device, the customer can opt for either in-person setup (indoors or outdoors), or remote setup (via video call with the Enjoy Expert, from their company vehicle).
AT&T launched this service during the pandemic and found that, of all the online purchase options available to customers, Right To You earned the highest satisfaction ratings.
As I explain in my new book, FROM IMPRESSED TO OBSESSED: 12 Principles for Turning Customers and Employees into Lifelong Fans (McGraw-Hill, Nov. 3, 2021), the appeal of an Enjoy-powered experience such as Right To You transcends mere convenience and capitalizes on several proven principles of customer experience design (techniques that are applicable to most any company):
Business leaders marveled at the customer experience Ron Johnson engineered at Apple stores, and many are now admiring what he’s building at Enjoy. However, an enjoyable customer experience – the kind people rave about – is within reach for most any company.
As Johnson has demonstrated numerous times in his career, it simply requires a very intentional and strategic approach to customer experience design – one that leverages proven, science-based principles for creating great, lasting impressions. It’s a strategy that legendary companies have long used to deliver experiences that people enjoy in the moment, and remember well into the future.
Jon Picoult’s new book, FROM IMPRESSED TO OBSESSED: 12 Principles for Turning Customers and Employees into Lifelong Fans, will be released on November 3, 2021. Use the link above to reserve your copy today and get exclusive, immediate access to bonus materials. Plus, sign up here to get Jon’s monthly Customer Experience & Leadership eNewsletter delivered right to your inbox.
I’m the author of FROM IMPRESSED TO OBSESSED, Founder & Principal of Watermark Consulting, and a keynote speaker on customer experience and leadership topics. I help
I’m the author of FROM IMPRESSED TO OBSESSED, Founder & Principal of Watermark Consulting, and a keynote speaker on customer experience and leadership topics. I help companies impress customers and inspire employees, creating “raving fans” that drive business growth. I’ve worked with the C-suite of some of the world’s leading brands, helping them capitalize on the power of loyalty, both in the marketplace and in the workplace. My work has been featured by dozens of media outlets, including The New York Times, The Wall Street Journal and NBC News. Prior to establishing Watermark, I held senior executive roles at Fortune 100 companies – leading service, operations, distribution, technology, sales and marketing. I earned an A.B. in Cognitive Science from Princeton University and an M.B.A. in General Management from Duke University.