Tuesday, September 27, 2011

Apple Tops in Computer Customer Satisfaction (Charts) *Breaks own record for another all-time high*


American customers most satisfied with Apple computers

Apple: King of Customer Satisfaction Apple has broken its own record for exemplary customer satisfaction, according to the American Customer Satisfaction Index for Personal Computers. The new record and Apple score is 87, up +1 from last year's all-time record. The iPad is included in the Apple score. Apple has led PC customer satisfaction for 8 consecutive years. Second-place HP (Hewlett-Packard) is a distant 78 and -9 behind. The composite score of all Personal Computers is also 78 and -9 behind, but the overall average is presumably pulled higher by Apple's high score. All Others includes Toshiba, Lenovo, and Sony. The ACSI is on a scale of 0 to 100.

Apple Pulls Away from the Pack (Chart) Below is a chart of the most recent 5 years of the American Customer Satisfaction Index for Personal Computers. Apple has led easily and is now pulling away. Overall, consumers are progressively more satisfied with their PCs each year.

Apple's Long-Term Lead (Chart) Below is a chart of the 5-year average of the American Customer Satisfaction Index for Personal Computers, based on the scores in the chart above. As expected, Apple clearly outdistances any and all competitors with a 5-year average score of 84.2, compared to the composite All PCs score of 76.0 and HP's score of 75.6.

Apple Again Tops ACSI Customer Satisfaction Survey

ANN ARBOR, Mich. (September 20, 2011)—Customer satisfaction across three durable goods industries stalls in 2011, with the majority of companies staying almost exactly where they were in 2010, according to a report released today by the American Customer Satisfaction Index (ACSI). The report covers customer satisfaction with personal computers, major appliances, and electronics (televisions and BD/DVD players).

Apple Sets a High Bar One year after climbing 4% to a record-high score of 78 on ACSI’s 0 to 100-point scale, customer satisfaction with personal computers flattens out. The industry itself is in a state of rapid change, with technology advances accelerating amid shifts in consumer preference. As the demand for traditional desktop PCs weakens, the tablet computer market is skyrocketing - led by Apple’s iPad. Apple’s record of customer satisfaction preeminence in the personal computer industry continues unabated in 2011, as the company adds another point to its already exceptional score. At 87 (+1%), Apple outdistances its nearest competitor by 9 points.

“In the eight years that Apple has led the PC industry in customer satisfaction, its stock price has increased by 2,300%,” remarks Claes Fornell, founder of the ACSI and author of The Satisfied Customer: Winners and Losers in the Battle for Buyer Preference. “Apple’s winning combination of innovation and product diversification - including spinning off technologies into entirely new directions - has kept the company consistently at the leading edge.”

Among Windows-based PC makers, not much has changed over the past year. The two Hewlett-Packard brands—Compaq and HP - see only incremental gains (+1%) in 2011. At 78, HP outperforms last-place Compaq at 75, and customer satisfaction for both brands is higher now than at any time since the HP-Compaq merger in 2002. But HP’s market share is increasingly threatened by tablet computers, and the company may soon abandon the PC market altogether. Dell, Acer and the aggregate of all other brands (such as Toshiba, Lenovo and Sony) are sandwiched in between the two HP product lines, with no progress this year as evidenced by unchanged ACSI scores of 77.

About the ACSI The American Customer Satisfaction Index is a national economic indicator of customer evaluations of the quality of products and services available to household consumers in the United States. Data from interviews with approximately 70,000 customers annually are used as inputs into an econometric model to measure satisfaction with more than 225 companies in 47 industries and 10 economic sectors, along with over 200 services, programs, and websites of approximately 130 federal government agencies. Results are released on a monthly basis with all measures reported using a 0 to 100 scale. ACSI data have proven to be strongly related to a number of essential indicators of micro and macroeconomic performance. For example, firms with higher levels of customer satisfaction tend to have higher earnings and stock returns relative to competitors. Stock portfolios based on companies that show strong performance in ACSI deliver excess returns in up markets as well as down markets. And, at the macro level, customer satisfaction has been shown to be predictive of both consumer spending and gross domestic product growth. The Index was founded at the University of Michigan’s Ross School of Business and is produced by ACSI LLC.

About Apple Apple designs Macs, the best personal computers in the world, along with OS X, iLife, iWork and professional software. Apple leads the digital music revolution with its iPods and iTunes online store. Apple has reinvented the mobile phone with its revolutionary iPhone and App Store, and has recently introduced iPad 2 which is defining the future of mobile media and computing devices.

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