Ex-Currys man Browett u-turns after slashing Apple Store staff numbers
This is beautiful. One of the things that you can’t accuse Apple’s retail stores of being is understaffed. Visit any one of their establishments and you’ll probably be outnumbered by the army of helpers and ‘geniuses’ who are there to tend to your every whim.
But if you’re John Browett, former boss of Dixons Retail Group and now the vice president of retail at Apple, you’ll regard the staffing levels in Apple stores as “too bloated” and set about trying to cut back the numbers. Under a recent Browett initiative, staff numbers were reduced and the hours of part-time workers were slashed.
A report on the ifoAppleStore blog says that “Browett’s decision reportedly came despite strongly-worded advice from Retail segment veterans that reducing personnel ahead of the annual Back-to-School promotion and the September introduction of the iPhone 5 could create a customer service catastrophe.
It adds that: “Browett disagreed with his staff, and said the chain needs to learn to run ‘leaner’ in all areas, even if the customer experience is compromised.” Just like Currys and PC World then.
But after only a couple of weeks, Apple have realised that the new streamlined way of staffing their stores isn’t working. Spokesperson Kristin Huguet said: “Making these changes was a mistake and the changes are being reversed,” said. “Our employees are our most important asset and the ones who provide the world-class service our customers deserve.”
And it seemed like Browett was going to be the perfect fit for Apple Stores….