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APPLE USA'S NEW COMPASS INITIATIVE POINTS TOWARDS GREATER CUSTOMER SATISFACTION

 APPLE USA'S NEW COMPASS INITIATIVE POINTS TOWARDS
 GREATER CUSTOMER SATISFACTION
 CUPERTINO, Calif., Sept. 29 /PRNewswire/ -- The Apple USA division of Apple Computer Inc. (NASDAQ: AAPL) today introduced COMPASS (Charting Optimum Paths And Success Strategies), a new, long-term business development initiative designed to help Apple resellers meet today's marketplace challenges and improve profitability.
 COMPASS consists of reseller development skill-building forums, measurement tools and business and management consultation in the areas of strategic management, customer satisfaction and quality. In the role of catalyst, Apple has partnered with Business Incentives Inc., Channel Corp., ConX Corp. and Humanized Workplace -- four companies renowned for outstanding training, management and quality programs. COMPASS coursework and curriculum will be rolled out on a national basis to all Apple resellers beginning Sept. 28.
 According to John Venator, executive vice president/CEO of ABCD: The Microcomputer Industry Association, "Apple is taking a leadership role to focus and educate resellers, which will result in a higher quality channel delivering better service and value. Apple is to be commended for its effort to improve customer satisfaction, and ultimately, dealer profitability."
 COMPASS Strategic Management training will include seminars in business development, financial solutions and sales leadership. COMPASS will also offer market research tools and training focused on customer satisfaction, while offering resellers tangible ways of enhancing quality, and winning and keeping customers.
 "Today it takes a lot more effort than it did in the 70s and 80s for dealers to remain competitive while delivering outstanding service and value," said Robert Silver, manager of channel development Apple USA. "Through COMPASS, we are not only helping dealers increase profitability, we are helping them evolve from where they are today, to where they need to be over the next few years.
 "We're pleased with the partnerships we've formed and the fact that each consultant and company brings to COMPASS a different set of strengths and expertise. For example, Business Incentives is one of the two finalists in the service category for the Minnesota Council for Quality, 1992 Quality Award," Silver added.
 To develop measurable performance benchmarks for the COMPASS program, Apple compiled customer dealer satisfaction information from focus groups and telephone surveys of 450 resellers and 1200 end-users. The results indicate that end-users often have higher expectations of the service they should receive from their computer dealers. Apple is using the survey information to help develop reseller tools that ensure end-user satisfaction.
 Over the duration of the program, measurement tools will be available for dealers to track customer satisfaction on an ongoing basis. This data can be used by resellers to better understand their customers' satisfaction levels and start to make the changes needed for improvement. Input like this will drive the development of additional business tools that assist resellers in improving their business and satisfying end-users.
 Apple Computer Inc. is a leading supplier of computers to consumer, education, business and government markets in the United States and a recognized innovator in the personal computer industry. Apple utilizes a network of multiple distribution channels in the U.S. to serve its broad base of customers, including 1,700 computer specialty stores and computer superstores; approximately 2,000 retail consumer outlets; Apple education sales consultants in the K-12 market; campus resellers in higher education; and government resellers.
 In addition, Apple solutions are available through value-added resellers, systems integrators, independent systems vendors and consultants.
 NOTE: Apple, the Apple logo are register trademarks of Apple Computer Inc.
 -0- 9/29/92
 /CONTACT: Lisa Byrne of Apple USA public relations, 408-862-5154, or Michelle Soleau of Regis McKenna, 415-354-4465, for Apple USA/
 (AAPL) CO: Apple USA; Apple Computer Inc. ST: California IN: CPR SU: PDT


GT -- SJ002 -- 4212 09/29/92 08:16 EDT
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Publication:PR Newswire
Date:Sep 29, 1992
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