This is inspiring: I wonder how many CEOs get hundreds of customer emails every day. I wonder how many of them would consider it a privilege.
It’s interesting to me – and I think this is a privilege for Apple – just like we’re sitting down at this table today, I get e-mails all day long, hundreds, thousands per day from customers who are talking like you and I are talking, almost like I’ve gone over to their home and I am having dinner with them.
They care so deeply about Apple they want to suggest this or that or say, “Hey, I didn’t like this,” or, “I really love this,” or tell me that FaceTime has changed their lives.
I received an e-mail just today where a customer was able to talk to their mother who lives thousands of miles away and is suffering from cancer, and they couldn’t see her any other way.
But the point is they care so much they take the time to say something. It’s not a letter like you might think is written to a CEO. It’s not this formal kind of stuff. It’s like you and I are having a discussion, and we’ve known each other for 20 years, and I want to tell you what I really think. I love it. I don’t know if there’s another company on earth this happens with. It’s just not people from the U.S. These are people from all over the world. I look at it, and I go, “This is a privilege.”
Is there another company in the world where their customers care so much they do this? I don’t think there is. Other companies I’ve worked at, you might get a letter every six months, and it was, you know, “I want my money back,” or something sort of terse. There was no emotion in it. So I think this is really something incredible.
At one of the companies I worked at, not to mention any names, we’d put (new products) in the lobby. We’d get on the employee intercom system and say, “Come look at them,” and nobody came. They didn’t even care.
I’ve talked to many other CEOs who look at me like I have three heads when I talk about getting hundreds or thousands of customer e-mails in a day. It’s a privilege. It’s like you’re sitting at the kitchen table. You’re a part of the family. And we have to continue to honor that.
Read the entire interview here.
