We’ve all had that moment of frustration with a piece of electronics or software. You know the feeling. Something that is advertised to just work, doesn’t, and you get pissed off enough to rant about it on social media. Well, last week that happened to me when I encountered a problem with my Apple Watch. The digital crown had seemingly stopped working (it was stuck basically), and that triggered things like random Siri queries, app switching, and a bunch of little annoyances that added up after a few days. Naturally, as any entitled millennial would do, I took my frustrations to Twitter. Little did I know that this single tweet would be the thing that etched my Apple fanboyism in stone for good.
The Digital Crown on my Apple Watch is broken. That didn’t take long @tim_cook.
— Justin Seeley (@JustinSeeley) July 28, 2015
This morning I got a phone call from an unknown number out of Sacramento, CA. Fearing this might be a phone call from work I picked up. The woman on the other end of the phone identified herself as Marie from Apple, and she said she was calling in response to my tweet that I had sent to Tim Cook, Apple’s CEO. For a moment I thought it was a prank call until I remembered an article I had read a few weeks ago that claimed Cook was indeed monitoring Twitter and reaching out to troubled customers.
During the call Marie addressed my issue, asked several questions to determine what the problem might be, and even walked me through carefully washing my watch to free up the digital crown. All the while she was very friendly, personable, and seemed to genuinely care about my satisfaction. Once my issue was resolved she asked me a very interesting question… Why did you tweet to Tim? Honestly, I didn’t have a good answer for that, but I admitted I was frustrated and that I had heard Apple execs sometimes monitor social and email channels like that, so I figure I’d give it a try. She laughed and said “yes, they do.”
This is a prime example of the great lengths Apple goes to ensure the happiness of its customers. Steve Jobs was famous for actually answering his emails from customers, and now it appears that Tim Cook has inherited that habit as well. Thank you, Apple. Thank you, Marie. And thank you, Tim.