In last year’s American Customer Satisfaction Index, Apple and Samsung were neck-and-neck at 80%. In this year’s results, released today, Samsung has retained last year’s score while Apple has just edged ahead at 81%.
Apple moves up 1% to take sole possession of the industry lead at 81, just ahead of Samsung, unchanged at 80. Lenovo’s Motorola recedes 3% to 77, as does HTC (75), while LG remains at 74. Microsoft Mobile, with both Nokia- and MS-branded phones, dips to 74, followed by the smaller manufacturers, which edge up 3% to a combined score of 73.
Despite Apple winning out in overall satisfaction across models, it didn’t quite manage the top spot when it comes to specific models …
The American Customer Satisfaction Index saw Apple take the top spot in the personal computers category for the 10th year running, with its score of 87 a full eight points higher than the industry average. Apple, which scored one point higher than last year, has topped the ranking since 2004.
The ACSI includes tablets in its ‘PC’ category, so the scores reflect both Mac and iPad. Factors feeding into the scores include customer expectations pre-sale, perceived quality, perceived value, customer complaint incidents and customer loyalty.
The iPhone took the top slot in the JD Power customer satisfaction survey for the ninth consecutive time back in March, and both iPhone and iPad even managed to beat Samsung on its home turf of South Korea.
The American Customer Satisfaction Index is out today with its September report for appliances, computers, televisions and video players/recorders. Not surprisingly, Apple is able to maintain its lead among personal computers despite a drop of 1-point to 86 over previous reports. While the report noted Apple continued to lead the category by a margin of 5- to- 9 points, Apple’s lead is slightly smaller than previously, according to the report, “due to an across-the-board customer satisfaction increase for Windows-based computers.” Apple’s score comes as the PC industry as a whole gains 2.6-points and hit all-time high satisfaction score of 80.
Skipping past HP, Acer and Toshiba, the aggregate of smaller PC makers (including tablet producers Samsung and Amazon) improves customer satisfaction by 4% to 80 while simultaneously gaining market share at a pace that outstrips even Apple… “What may be occurring is that the defection of the least satisfied customers of traditional PC brands such as Dell, HP and Acer to Apple and other smaller tablet makers actually may be boosting customer satisfaction for all,” says Fornell. “The companies that lose market share will maintain their most loyal and happy customers, while those who migrate to other companies in search of new products are more pleased as well.”