Apple iTunes Music Store: Customer Service Done Right

Just when you've had your fill of not-so-good customer service experiences, something comes along to make you happy you do business with certain companies. 

For some reason, I've been struck with the urge to create unique ringtones for various people on my iPhone.  You can create them using iTunes from certain songs.  I went to try it out by creating a short clip from Van Halen's "Running with the Devil", and it is a pretty cool process -- editing loops to use as ringtones.  The problem was that I wasn't able to actually buy them.  I'd go through all the steps, click on the "Buy" button, and nothing would happen.  I read forums and knowledge bases, but nothing.  So I wrote to Apple.  Here's the correspondence back from them, and my replies.

On Jun 11, 2008, at 2:09 PM, iTunes Store wrote:

Dear Greg,

I understand that you have been unable to create a ring tone from the iTunes Store. I can imagine how this may be frustrating. My name is Alyssa and I will be more than happy to assist you today.

To create ringtones, you must purchase a ringtone-eligible song, create a ringtone from it, and then purchase the ringtone. The ringtone purchase is separate from the original song purchase.

Follow these steps to create a ringtone:
[Multistep process follows, which is just a repeat of the instructions I followed on the iTunes Music Store.]

Very nice tone. No excuses and explanations, just friendly advice and concern. I had already followed those steps, so I hit "Reply" (even though the return address was [email protected] -- it didn't look like Alyssa's personal account) and sent this:

Alyssa,

I have followed all those steps, but when I click on the "buy" button in step 6, nothing happens.  I'm running iTunes 7.6.2.

I frankly didn't expect anything because I thought that my email would go into some sort of bulk trash can.  Surprisingly, Alyssa wrote back:

On Jun 12, 2008, at 11:06 AM, iTunes Store wrote:

Hello Greg,

I am sorry to learn that you are still unable to purchase a ring tone.  I'm sure you are anxious to have this issue resolved as soon as possible.

This is most likely because you have yet to agree to the updated terms of sales on the iTunes Store. To resolve this issue, please download a free song form the iTunes Store and agree to the terms of sales. Once this has been done, I trust you will be able to purchase your ringtone.

I apologize for the inconvenience, Greg. Have a wonderful day.

Sincerely,

Alyssa
iTunes Store Customer Support

Thank you for allowing me the opportunity to assist you. You may receive an AppleCare survey email; any feedback you provide would be greatly appreciated.

That was, indeed, the problem, and the solution worked great!  A little odd, but successful.  So I replied again:

That did the trick!  Thanks, Alyssa!

Greg

This time, I really didn't expect an answer.  I simply wrote to let her know it worked; maybe she'd get a charge out of solving a problem and knowing that I was grateful.  I misjudged my new friend:

On Jun 12, 2008, at 3:33 PM, iTunes Store wrote:

Dear Greg,

You're very welcome. I'm glad to hear that you are now able to purchase a ringtone.

Nothing makes Apple happier than to hear that we have pleased our customers. I hope that you continue to enjoy the iTunes Store.

Enjoy your new ringtone, Greg and have a wonderful day.

Sincerely,

Alyssa
iTunes Store Customer Support
Thank you for allowing me the opportunity to assist you. You may receive an AppleCare survey email; any feedback you provide would be greatly appreciated.

On top of great products, great design, and a great customer experience, add in great customer service to the list of reasons that I'll stick with Apple.

Comments

[Richard]

Customer Service Done Right??? How About Done Real Wrong!!! I just had 17 unauthorized charges on my debit card for ITUNES downloads and there was no one that could help me in customer service. I was told to use the chat and the chat told me to talk to the bank. The bank called and was told there is no one to talk to, but they would have to send an email. I called back very angry and still got nowhere with them. It is my account, but they can’t do anything for me until the charges show up again and the bank sends in a dispute of charges. Lousiest customer service I have ever dealt with. The customer is not priority to them in situations like this.

[Small Business Answering service]

Retaining the customer depends upon not only giving quality product it depends upon the attitude of the company towards customers. Customer service is vital to the success of any business. Despite how good your product or service is, customer service can make you or it can break you.