Why is Apple no longer the leader in customer satisfaction?
Apple usually occupies a leading position in customer satisfaction surveys but a new study has shown a shift.
While Apple was placed second to Amazon for consumer technology customer satisfaction in 2012 and 2013, Samsung, Sony and Microsoft have moved ahead of the company 2014.
This survey engaged 7,500 U.S. consumers, calculating satisfaction rating by allocation points to each of the folowing questions about the leading companies:
1) How enjoyable were they to do business with?
2) How easy were they to do business with?
3) How effective were they at meeting your needs?
Total scores for each satisfaction-oriented question were then calculated for comparison.
Though Apple's customer satisfaction scores continued to increase, their rivals increased satisfaction at a greater rate to move ahead. In short, a high or increasing customer satisfaction score is not enough to achieve competitive advantage.
As with other customer experience metrics, it is important for customer satisfaction to be grounded within an understastanding of wider market trends and feedback from your customers about how they rate your rivals.