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Apple leads in PC customer satisfaction, trails elsewhere

updated 09:50 pm EST, Wed January 13, 2010

Forrester sees Amazon, Barnes leading

A new Customer Experience Index published this week by Forrester has given Apple the lead in computers but still well behind others in service. As a company, Apple has reached an overall rank of 35th in shopper satisfaction and is significantly ahead of Windows PC builders: its closest rival is HP, at a distant 62nd place. Further down are Toshiba at 71st place followed by Acer (79th), HP's sub-brand Compaq (89th) and Dell (97th).

The iTunes Store, however, sits at 46th and is significantly lower than other online retailers. Bookseller and Nook creator Barnes & Noble leads the entire chart, while Amazon claims 4th place; eBay is at 14th. Companies that specialize in service, such as hoteliers, retailers and shipping outlets, were on average more likely to score favorably (above 80 percent) while telecom firms scored poorly.

The communications results were mirrored in the negative perception of AT&T's data network. Issues with overloading led the company to trail behind those well-known for service, such as T-Mobile and Verizon, and only trumped the regional carrier Alltel.

Forrester's study was dictated by several factors, including both a given company's ability to meet customer goals as well as the ease of service and the overall pleasure of the experience. [via BusinessWeek]



By Electronista Staff
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Comments

  1. Foe Hammer

    Fresh-Faced Recruit

    Joined: Feb 2005

    +1

    What Kind Of A ...

    ... stupid fish (dumb-bass) index of anything is this?

    The iTunes Store doesn't try to sell every product known to man like Amazon, it isn't an auction site, isn't an airline, a hotel, a car rental agency or a department store. Don't the statistics comparing companies in the same business makes a wee bit more sense? Does saying something like J.C. Penney provides a better customer experience than Mercedes mean anything? Sounds like they're comparing oranges and ... well ... apples.

  1. Eldernorm

    Fresh-Faced Recruit

    Joined: Sep 2007

    +2

    "Forrester's study " says it all

    "Forrester's study was dictated by several factors" and that says it all. In todays world, if you want to "SELL" your "study" it has to please those who will buy it.

    Real market research has to compare "apples to apples" or else you get rotten apple sauce as a result. LOL

    Apple only sells about 7% market share of computers, yet makes more profit that any other computer company. I wonder which item you can put in your bank??? Just a thought. :-)

    The iPhone is a small portion of cell phone sales in market share..... but Apple makes more profit that all the other cell phone makers combined. Just a thought.

    Money.... its what you spend. Just a thought. :-)
    en

  1. Omek

    Fresh-Faced Recruit

    Joined: Jan 2002

    -2

    Apple Service

    I can't say that Apple really has the best service right now. The new batch of quad-core iMacs are an absolute mess. This is the first time I've bought something from Apple that had so many different things go wrong with it. And what's worse is Apple won't even acknowledge these widespread issues with their new iMac line. I've been a Mac user since the LCs, but this is absolutely unacceptable.

  1. testudo

    Forum Regular

    Joined: Aug 2001

    -2

    Re: Forrester study


    Real market research has to compare "apples to apples" or else you get rotten apple sauce as a result. LOL


    They are comparing Apples to Apples. They're comparing people's shopping experience and satisfaction. They aren't looking at what they're selling, as that is immaterial to the study.

    What I can't believe is that the iTMS is 46th. The store sucks, in both trying to find anything and navigating.


    Apple only sells about 7% market share of computers, yet makes more profit that any other computer company. I wonder which item you can put in your bank??? Just a thought. :-)


    What does 'profit' have to do with a customer experience study? They aren't trying to find out who's selling more, or making more profit, or anything else. They're looking at what stores meet the customers needs best. This can be seen as obvious considering it is highly doubtful B&N is selling more than Amazon.

  1. Foe Hammer

    Fresh-Faced Recruit

    Joined: Feb 2005

    +2

    Losing Forrester

    "They aren't looking at what they're selling, as that is immaterial to the study."

    More turtle p***.

    The vast majority of folks are going to say they had a better experience buying something they've been wanting to buy (like a new computer, plane tickets to Hawaii, or even a miscellaneous eBay treasure) than they are going say that their cell phone provider's website or their online banking experience was top-notch - even if the latter ones were truly better than the former.

    Exercise: Which website do you like better - hampsterdance.com or irs.gov?

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