Apple's Customer Satisfaction: How Do They Do It?

      Apple did it once again! They have excelled over their PC competition for the seventh consecutive year in the American Customer Satisfaction Index, a customer satisfaction survey conducted by the University of Michigan.  Apple received an 86 % which is the highest score they have received to date. Although all the PC scores have improved since last year's survey, the Mac still scored  9 points higher than its closest competition.

     So what sets Apple apart from the rest? Apple is committed to creating products that adhere to a standard of excellence that their customers have grown to expect. The iPhone and iPod Touch are perfect examples of products that display Apple’s commitment to quality.  Apple could have simply made these gadgets out of low grade plastic to lower production costs and release them at a high price point.  This would have initially increased Apple's gross margin but would have also simultaneously decreased their customer satisfaction.  Apple, instead chose to create the iPhone and iPod Touch out of  glass and stainless steel to provide its customers with high quality products and maintain superior customer satisfaction.

     Besides an extensive, well built product line, Apple also offers customers online and interpersonal support and service that surpasses its competitors. Most Apple software and hardware products include unlimited complimentary support within the first 90 days of product ownership. Each Mac and Apple display includes a one year warranty plan with the recommended option to upgrade to a three year warranty plan.

     Many Apple users agree that the most valued aspect Apple's customer service is their repair and replacement plan.  If for example, while under warranty, a customer brings their malfuctioning iPhone to an Apple retail location, Apple will access the error and either fix it on the spot, provide the customer with a brand new phone or provide a loaner phone while the malfuctioning phone is sent out to be corrected. This is not standard practice for most cell phone or PC providers. Typically, in the same situation, the customer will be without a phone for up to five days while the problem is being fixed.

    Apple has created a family of products that are well built, cutting edge and better than the competition. Apple could have easily focused all their attention on the product line and neglected their customers' expectations.  Apple was able to not only surpass industry standards but also provide excellent customer care which in turn resulted in high customer satisfation and loyalty.