I’ve spent some time on the phone with Apple tech support recently, and it has become clear that a certain “knowledge barrier” exists that you need to clear in order to get effective technical help. I avoid tech support a lot of the time, opting instead to search online for solutions, but sometimes you exhaust all options and have to call in. Especially if you need something administrative like an RMA done.
In Apple’s case, the first person you encounter on the line is a “tier one” support personnel. They don’t seem to know much beyond guiding you through troubleshooting steps that can be found in their handbook, and I assume on Apple’s online knowledge base. Not that this comes as criticism; I would bet 95% of their calls can easily be handled with this. Think Grandma calling in to set Yahoo! mail up on the iPad her grandkids just got her for Christmas.
But having to get past this person becomes frustrating. I certainly think I know more than I actually do, but I know more than the average Apple user. So when I’m trying to explain how two-step verification works with iCloud, it devolves into me guiding the support person through Apple’s own products, them realizing this call is more than they can handle, and getting referred to a “senior service advisor.”
Once this happens, my calls go a lot smoother. The senior advisor has not only the authority to take more serious actions on Apple’s end, but they also have a much more expansive technical knowledge and it finally feels like someone I can communicate effectively with.
That’s the “knowledge barrier.” I wish companies offered some way to jump over this barrier; an option for technical people. But I can also see people opting for this because they think they know what they’re talking about, and they really don’t.
Thankfully, once you get past that first person, Apple tech support does a great job.