updated 09:10 pm EST, Sat February 24, 2007
Apple leads PC industry
Apple is ranked No. 18 on BusinessWeek's The Customer Service Elite, but led the PC industry in customer satisfaction in part to due to the service offered at the company's Genius Bars. "Despite frustration about iPod battery replacements, Apple's customer service phone support ranks tops among electronics providers. In particular, customers rate its automated phone system as easy to navigate and good at resolving questions," according to the report. The report also noted that "Apple's customer service shows its bruises--device problems frequently erupt just after warranties expire," but said that the support offered at the "Genius Bars" at its retail stores set it apart from its peers.
USAA (insurance company), Four Seasons (hotels), Cadillac (automotive), Nordstrom's (retailer), and Wegmen's (supermarket) were ranked as the top 5, respectively.
Apple scored a C- in its "process" score, a reflection of its return policies or reservation procedures, but received a B+ in the 'people' category, which reflects the friendliness of customer service representatives, their expertise, and other aspects of the experience. According to the report, the people score was weighted at 63 percent and the process score at 37 percent.
Nearly 60 percent of people surveyed said that they would recommend the brand. Apple also benefited from being the leader in its in industry, as the scores include bonus points for the top 3 vendors in each industry. No other PC vendors were among the top 25, which was published in this week's issue of BusinessWeek.