Apple Customer Satisfaction: It’s the Experience
Apple has once again received top honors among computer manufacturers for customer satisfaction, and not by a small margin, either. The recent American Customer Satisfaction Index survey (PDF) has Apple beating their closest competitor by 10 points, something with which the creators of the survey are very impressed. Apple hasn’t always been so lucky. There was a period of time in the 90s when many were wondering if there was even going to be an Apple Computer anymore.
Since that time, though, along with the return of Steve Jobs, Apple has made slow and continuous improvements to the Apple experience, something that encompasses every part of owning an Apple product. From the quality of the packaging to booting OS X, Apple makes owning a Mac a different experience from just owning a computer. One of the most important aspects of owning a Mac is the quality of the construction. In my mind at least, plastic has been considered “cheap” for a long time, and metal considered “well built.” A lot of the toys from when I was a kid were made out of metal, and they lasted. Now they’re made out of plastic, and fall apart.
The latest unibody aluminum MacBooks are precision engineered, solid, and feel worth their weight. It’s almost like Apple designs with blinders on, ignoring what everyone else is doing and focusing on what they believe is best. So far, Apple has been very resistant to release a low-end computer. Even the tiny Mac Mini is at least twice as expensive as a low-end Dell. It’s not that Apple doesn’t have an interest in the low-budget market, it’s that Apple refuses to create a product that doesn’t live up to their expectations of what a Mac should be. The Mac Mini is relatively inexpensive, but it is also a high-quality machine. The iPhone and iPod Touch are excellent examples of Apple’s commitment to quality. How easy would it have been for Apple to release both machines with cheap plastic cases and screens? They would have been able to reap the profits of the low cost of manufacturing, but at the price of releasing an inferior product, and the long-term cost of lower customer satisfaction. The iPhone is one of the most well-made pieces of electronics ever. As John Gruber said, “There is no better phone, at any price.”
Creating great products is only useful if you can tell people about them, and be able to tell the people who are most likely to be customers. Apple’s marketing is the result of an evolution of several years. Apple uses product placement in high-rating television shows and popular movies, ads on TV that demonstrate the functionality of the Mac, or poke fun at the competition in a tongue-in-cheek way, but the real Apple marketing are the thousands of blogs and web sites (this one included) that are dedicated to all things Apple. It seem natural to me now to read Mac-related news, but there are relatively few Lenovo blogs, or Dell blogs, or Acer blogs. Most of this is because PCs are fundamentally the same. They all have the same basic components, and run the same software.
Macs have always been different, although they are not quite as different now as they used to be. Macs also lost the popularity contest with businesses to Microsoft and IBM. The company from California that started the personal computer industry was, in the 90s, pushed out of the office by big, faceless companies. Apple was the underdog. Luckily, people like underdogs, and Apple gained a cult following that persisted through its darkest of times, when there were rumors that it was going to be bought out and dismantled. Most of this happened while Steve Jobs was off creating other insanely great things, like NeXT and Pixar. When Jobs returned, he made some drastic changes at Apple, and began the slow, steady climb that has brought them to the top of the customer satisfaction ladder. They went from being the underdog to being the comeback kid. Apple is an American success story.
Apple’s stigma cannot be explained by generous return policies or coverage. Both Dell and HP offer more lenient return policies, each allowing 21 days to return the product compared with Apple’s 14 days. HP and Dell also offer accidental damage protection, something lacking from the otherwise excellent AppleCare. On more than one occasion I’ve had a claim denied because the damage was considered “accidental,” and therefor not covered. However, for what AppleCare does cover, it provides excellent support. AppleCare will repair your Mac, answer questions about software, and replace faulty parts. If you scratch up your install disk, AppleCare will replace it. The unique thing about AppleCare is that it covers not only the hardware and operating system, but all other Apple software. If you want to know how to import a movie into iMovie, call AppleCare and they’ll be happy to walk you through it.
When you buy a Mac, you join a club. It’s more than simply owning a computer, it’s being part of the entire Apple ecosystem. Each part of each product is tied together to provide a seamless experience that brings together your electronics so you can get on with the business of living your life. Take photos, make movies, write a book, and do it all without worrying about how. This is the real reason for Apple’s customer satisfaction. Apple is a success story, and when you buy a Mac, in a small way, you become part of that story, too.
Tweet This (21)
adamjackson on May 6th, 2009 at 2:42 pm
I run Windows on my Mac but I use a Mac because I’m a part of a cool little community. That’s the reason I keep buying expensive machines. The apple store is great and their support rocks plus there are hundreds of message boards I can go to if I need help.
John on July 16th, 2009 at 10:30 am
Apple has absolutely terrible customer service. I work for a college campus and we often get Apple products that are broken out of the box. Getting them replaced takes months… Apple will process your request but just leaves the items on hold. I would never ever buy an Apple computer for myself because of their service.
Nancy on May 6th, 2009 at 3:11 pm
I’m a former PC user who switched over to a Mac about 6 years ago and never looked back.
Yes, they’re expensive and there is a coolness factor too, but the main reason I love my Macs (I have 2) is that I’ve never had to face the blue screen of death or anything like it in all that time. Up time is a beautiful thing.
Linda on August 11th, 2009 at 12:11 pm
Who gets the “blue screen of death” anymore??? Sorry but I’ll take a PC over Apple any day. I think Apple customer service is the pits (or maybe the “core”)
HazardousPaste on May 6th, 2009 at 3:37 pm
Personally I find going into the Apple Store to see a “Genius” to be a little nerve wracking. Some of them are very helpful and knowledgeable, others are condescending and refuse to listen to you. I’ve never had a problem with Apple Phone Support though- very courteous and have come through every time for me.
Victor on May 6th, 2009 at 5:31 pm
I used to love Apple Support. They always made sure I was satisfied and did everything they could to get my computer or ipod back to me in a reasonable time frame. However, since I bought my macbook I can’t say I’ve experienced the same level of commitment they used to have. I got stuck with some numbnuts from India who is required to read from a prompter. Makes me sad because I remember when I used to call Apple up with a problem and they would be very friendly and fun to talk to, in part because I was talking to somebody in California or Canada.
Mayank on November 17th, 2009 at 11:48 pm
“I got stuck with some numbnuts from India who is required to read from a prompter.”
I am from India and i would just like to point out that your grammar is incorrect here. If you plan to degrade someone from Indian the least you can do is have proper control over your mother tongue!! Too much to ask?
Mayank on November 17th, 2009 at 11:49 pm
* India
dave W on May 6th, 2009 at 6:00 pm
@4 Victor
you say:
“I got stuck with some numbnuts from India who is required to read from a prompter.”
but from what I news I got Apple doesn’t have any phone support U.S (I assume you’re from the U.S) from India.
They had plans a few years ago but reversed themselves:
Businessweek 2006:
“Apple Computer Inc. has shelved plans to build a sprawling technical support center in Bangalore, even as IBM (IBM ) and other tech powers are ramping up. ”
———
Consumer Reports 2008:
“While much of the industry was following Dell’s lead in e-commerce and most companies were opening call centers in the Indian high-tech hub of Bangalore, Apple in 2006 canceled its plans to open a support center in India.”
———-
unless Apple has just moved to India of which there has been no news in the blogs it’s really bizarre you spoke to someone in India if you’re calling from the U.S.
Victor on May 6th, 2009 at 7:47 pm
If that’s the case than it was an immigrant from India who was incredibly annoying and unwilling to address my issue.
Joe on May 7th, 2009 at 1:56 am
Yeah, Macs are great. Except when they fail. And quality seems to be decreasing. Bought a replacement for my kinda old MBP this time last year. I’ve had it in service on several occasions for approximately three months, until Apple finally agreed to give me a new one. Now that new unibody MBP is with service again with weird trackpad problems. I wonder when I’ll see it again.
Kinda hard for a student to do work with a computer that’s only there half the time. And no, my budget doesn’t allow me to keep a spare unit, just in case.
In dealing with Apple, I sometimes had the feeling they weren’t realizing that yes, I paid premium $ for their stuff in the first place.
larry darnell on June 23rd, 2009 at 2:44 pm
just got off the phone with apple geniuses. bought a new dual g5 with applecare 3.5 years ago. it died last week. $1800 to fix it with a new logicboard. noting how many apple products i’ve owned since my first apple 2 almost 30 years ago and how many i presently have operating [5], the best they would offer was – maybe you can get it fixed somewhere else for less, or part it out. too bad. noting if you look online…this is a dud model, well, too bad for me. this is kind of what used to be called a lemon.
their 10% better customer service isn’t doing it for me. i hate to appear to be one of those griping cretins who complain at the drop of a hat – if you pay $2000 for a computer and add thousands of dollars in ram, software and applecare you never use to the package you might expect to get more than 3.5 years of service – like on my g4s and g3s running still. If my expectations are out of line, perhaps it is because they were set too high.
well, no more high priced apple/lemons for me, thank you.
spasrme on August 4th, 2009 at 9:54 am
I find Apple customer service very frustrating, I have a business to run, clients to attend to and I am pursuing my degree online. I cannot go without my mac for 3-5 days while they repair a USB port, this is absolutely absurd.
Frustrated Mary on August 13th, 2009 at 6:02 pm
I bought my computer in February 2007 and when Apple geniuses talk to me, they call my computer an “older computer.” Come on – Am I supposed to buy anew computer every year??? I bought the extended warranty -good thing. The Apple Store has replaced my main logic board and the power supply, but I still had problems with the computer. Brought the computer back in and it has been sitting in the back room of the computer store for over a week. They just called to say, it will be another “48 to 72 hours” before they can fix it. I have basically been without my computer for about a month now. I don’t want to hear another “Gotcha”, “Absolutely”, or “Awesome!” The best was, “It’s just as frustrating for us” Oh, I bet it is…
Just fix it and get it back to me in good working order. Is that too much to ask? Evidently, yes.
Bec on September 29th, 2009 at 1:25 am
The most frustrating part of Apple’s customer service is, to me, their attitude. Every time I go into the local Apple store, I feel almost looked down on. As if they feel themselves to be part of an elite group by working for Apple and owning a Mac. There were only 2 people in the whole store that were even polite to me, or treated me as a customer and not as a burden. Their “24 hour callback” was 2 days later, and only after I had called them first and they had told me that there were no available associates and they would call me the next day. Also after checking my repair status 5 days later, it still says “shipment to repair center pending”. I am very frustrated, not as much as Frustrated Mary yet, but I will be at that point soon.
Jan on October 31st, 2009 at 10:22 am
I don’t believe We have 5 Macs in our family, 1 MacBook Pro for business, 1 iMac at home & 3 college students with MacBooks. Switched from PC 3 years ago and have had phenomenal customer service. My husband uses a Dell laptop for work, he’s become a a fan of Apple, sharing our good experiences with coworkers. A few of them have bought Macs for home use. We go to Apple Store Mall of America and have always been treated well and have had excellent results. You can’t get that kind of face to face assistance with a PC.
larry darnell:
“well, no more high priced apple/lemons for me, thank you.” —Well it’s not a perfect world, but Apple still outdoes PC in all areas. So after 30 years of Mac use you’re going to switch to a PC? Good luck with that one.