Follow these simple tips to lose customers quickly and alienate your loyal customer base :

1. Open the store late!

2. Have inadequately numbered and untrained/unbriefed security.

3. Have a hidden company policy to take as long as possible with customers so that the store does not run out of iPhones before 9.30am

4. Have limited stock of the preferred and most popular model of iPhone. 5. Only allow

5 customers in the store at once (every 3 hours of course!)

6. Have a few untrained store staff instore who have not been on a customer service training course.

7. Take 45 minutes to deal with every customer (time to sell insurance and a case that no one wants)

8.  Taunt the existing 200 people in the queue who have been waiting since 8am (minimum 4hr wait per customer!) with a member of untrained staff showing them how great the new iPhone 4 is (member of untrained staff does not know how to use said iPhone)

9. Deal with the customer when they eventually get in the store VERY slowly and just when they are about to close the deal the store computer system comes up with an ‘error’ and the order cannot be processed or taken further.

10. After 6hrs in a hot shopping centre, customer leaves the store with no new iPhone and a ‘£20′ compensation insult with a ‘promise’ from O2 that “the iPhone has been reserved and that they will call the customer back when the technical issue is sorted out” (Customer knowing all too well that O2 will NEVER call that customer back and the ‘reserved’ iPhone 4 will be sold to the next customer who asks for one.