Why Is Apple a Master of Satisfaction?
Apple (NASDAQ:AAPL) is proving to be the master of satisfaction this week: two surveys in as many days have hoisted the company to the first-place spot.
On Monday, J.D. Power and Associates released the results of its survey on customer satisfaction with tablet manufacturers. In that competition, Apple took the cake with 836 points out of a possible 1,000. Amazon (NASDAQ:AMZN) came in second with a score of 829 for its tablets. All other brands, including Samsung (SSNLF.PK), fell below the 828-point industry average. Apple alone received a rating of “among the best” from the firm.
Only a day after the J.D. Power and Associates survey results were released, Consumer Reports published the results of its own survey on customer satisfaction with regard to after-purchase care and assistance. And once again, Apple came out on top of the competition.
In the survey, Apple received a score of 86 points out of 100. This earned it the ranking of “very satisfied.” In contrast to the previously mentioned survey, in which the second runner-up scored relatively close, in this survey Lenovo came at a distant second. Despite its size — being one of the largest PC manufacturers, second only to Hewlett-Packard (NYSE:HPQ) — Lenovo only managed to pull in 63 points.
Apple phone and online support beats the competition, as many received a “fair” rating while Apple received a “better” rating. However, the Genius Bar is where Apple truly shined. When the company’s fans have a problem with their machines, a simple trip to visit some of the so-called “genius” customer service staff at an Apple Store could provide a simple solution to their problems.
According to the survey, 88 percent of problems that users brought to an Apple Genius were solved. Best Buy’s (NYSE:BBY) popular Geek Squad only solved 70 percent of problems for respondents, and Staples’ (NASDAQ:SPLS) EasyTech managed to solve 73 percent of problems. This left Apple on top for over-the-phone, online, and in-person technical support.
In the Consumer Reports survey, Apple actually managed to beat the score that it earned last year. However, the J.D. Power and Associates report showed Apple and many other tablet manufacturers received lower scores than the previous year, leading to worries about the strength of the tablet market.