By the quality of their customer care and their customer service training. I was fortunate enough to seek the professional expertise of the partners in the Technics dept in JL Edinburgh this morning and met David. I have to confess my knowledge of Apple iPhones is a bit limited and as I had finally decided I needed to upgrade my 7 yr old phone, choosing what to buy was a challenge. However, David moved quietly into vision, enquiried discreetly if he could help, smiled helpfully as I delivered my long convoluted request for assistance and quickly came to my aid with impressive patience and clear thinking. (thank goodness!) Half an hour later with minimum fuss and maximum attention to detail, I am now the proud owner of an Apple iPhone 8plus, and all thanks to a very helpful, knowledgeable and pleasant member of the JL staff, who walks the talk. He's a keeper, as is his manager who discretely followed up on a couple of enquiries during the process. (sorry forgot to take her name). Thank goodness excellent customer service is still alive and well and living in John Lewis. Carol