Who knew the ex-Dixons person would mess up Apple?

Anyone who has ever been inside a Dixons store will know those in charge of the company don’t understand how to produce a great customer exerperience.

So it’s hardly surprising that John Browett has made a big mistake in changing Apple’s retail strategy and reducing staff hours to boost the profit line. A mistake now being reversed.

“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,” reads the report. “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.”

Source: Apple boss tries to gut retail operation.

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