Apple tops customer satisfaction index once again

Summary:What is it about Apple that makes its customers more satisfied than those of other computer makers?

A poll of 70,000 consumers by the American Customer Satisfaction Index (ACSI) shows that Apple continues to hold on to a comfortable lead over computer OEMs when it comes to consumer satisfaction.

Here are the results:

This score puts Apple one point up on 2011, and it holds a nine point lead over the closest competitor.

Which begs the question ... why does Apple hold such a commanding lead? Claes Fornell, founder of the ACSI, had this to say

“In the eight years that Apple has led the PC industry in customer satisfaction, its stock price has increased by 2,300%. 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.”

This is an interesting point, but I'm not so sure that it's innovation and diversification which makes the difference. Sure, there's a halo around pretty much everything that Apple does, but I'm not sure that extends to people's satisfaction with the company. No, I think people are giving Apple a high satisfaction rating based on two things:

  • Reliability
  • Customer service/support

PC OEMs need to take a serious look at this list and come up with ways to make their customers happier, because, as Apple has proved, happy customers come back!

Topics: Apple

About

Adrian Kingsley-Hughes is an internationally published technology author who has devoted over a decade to helping users get the most from technology -- whether that be by learning to program, building a PC from a pile of parts, or helping them get the most from their new MP3 player or digital camera.Adrian has authored/co-authored technic... Full Bio

zdnet_core.socialButton.googleLabel Contact Disclosure

Kick off your day with ZDNet's daily email newsletter. It's the freshest tech news and opinion, served hot. Get it.

Related Stories

The best of ZDNet, delivered

You have been successfully signed up. To sign up for more newsletters or to manage your account, visit the Newsletter Subscription Center.
Subscription failed.