I called Apple Care Support and was intrigued by….

I called AppleCare support this week and was intrigued by the message I heard before being connected:

𝘖𝘶𝘳 𝘢𝘥𝘷𝘪𝘴𝘰𝘳𝘴 𝘢𝘳𝘦 𝘩𝘦𝘳𝘦 𝘵𝘰 𝘩𝘦𝘭𝘱. 𝘗𝘭𝘦𝘢𝘴𝘦 𝘵𝘳𝘦𝘢𝘵 𝘵𝘩𝘦𝘮 𝘸𝘪𝘵𝘩 𝘬𝘪𝘯𝘥𝘯𝘦𝘴𝘴.

Research on behavioral priming shows that people tend to align their actions with the tone that’s been established for them; when kindness is 𝗲𝘅𝗽𝗹𝗶𝗰𝗶𝘁𝗹𝘆 named, most callers rise to meet it. In healthcare especially, where stress, fear, and wait times can erode patience, a brief message that affirms the caregiver's role and invites reciprocal respect can reduce hostility, protect staff well-being, and create a more constructive environment for everyone.

Many NHS sites in the UK have adopted messages similar to AppleCare’s:

𝘛𝘩𝘢𝘯𝘬 𝘺𝘰𝘶 𝘧𝘰𝘳 𝘵𝘳𝘦𝘢𝘵𝘪𝘯𝘨 𝘰𝘶𝘳 𝘴𝘵𝘢𝘧𝘧 𝘸𝘪𝘵𝘩 𝘳𝘦𝘴𝘱𝘦𝘤𝘵 𝘢𝘯𝘥 𝘨𝘳𝘢𝘵𝘪𝘵𝘶𝘥𝘦. 𝘞𝘦 𝘢𝘳𝘦 𝘩𝘦𝘳𝘦 𝘧𝘰𝘳 𝘺𝘰𝘶.

𝘖𝘶𝘳 𝘴𝘵𝘢𝘧𝘧 𝘢𝘳𝘦 𝘩𝘦𝘳𝘦 𝘵𝘰 𝘩𝘦𝘭𝘱. 𝘗𝘭𝘦𝘢𝘴𝘦 𝘵𝘳𝘦𝘢𝘵 𝘵𝘩𝘦𝘮 𝘸𝘪𝘵𝘩 𝘤𝘰𝘶𝘳𝘵𝘦𝘴𝘺 𝘢𝘯𝘥 𝘳𝘦𝘴𝘱𝘦𝘤𝘵.

𝘖𝘶𝘳 𝘴𝘵𝘢𝘧𝘧 𝘢𝘳𝘦 𝘥𝘰𝘪𝘯𝘨 𝘢 𝘧𝘢𝘯𝘵𝘢𝘴𝘵𝘪𝘤 𝘫𝘰𝘣 𝘤𝘢𝘳𝘪𝘯𝘨 𝘧𝘰𝘳 𝘭𝘰𝘤𝘢𝘭 𝘱𝘦𝘰𝘱𝘭𝘦... 𝘱𝘭𝘦𝘢𝘴𝘦 𝘵𝘳𝘦𝘢𝘵 𝘵𝘩𝘦𝘮 𝘢𝘴 𝘺𝘰𝘶’𝘥 𝘸𝘪𝘴𝘩 𝘵𝘰 𝘣𝘦 𝘵𝘳𝘦𝘢𝘵𝘦𝘥, 𝘸𝘪𝘵𝘩 𝘳𝘦𝘴𝘱𝘦𝘤𝘵.

𝘗𝘭𝘦𝘢𝘴𝘦 𝘵𝘳𝘦𝘢𝘵 𝘰𝘶𝘳 𝘴𝘵𝘢𝘧𝘧 𝘸𝘪𝘵𝘩 𝘤𝘰𝘶𝘳𝘵𝘦𝘴𝘺 𝘢𝘯𝘥 𝘳𝘦𝘴𝘱𝘦𝘤𝘵 𝘢𝘵 𝘢𝘭𝘭 𝘵𝘪𝘮𝘦𝘴.

Some additional comments and insights from my colleagues:

“First impressions really can start with that very first phone call. Long wait times understandably test people’s patience and can create more anxiety, and front desk staff often end up absorbing that frustration while doing their best to keep up. It might help if the hold message included something like, “We apologize for the delay and appreciate your patience. Our staff is here to help. Please treat them with courtesy and respect.” Cindy Sprogis

"Please know we are here to help you and appreciate your kindness towards our efforts”. Karol Ward

“A simple, well-timed reminder of mutual respect can completely shift the tone of an encounter and protect the well-being of the very people who keep the system moving.” Tricia Dahl