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Apple takes wide lead in customer satisfaction

updated 02:15 pm EDT, Fri April 17, 2009

Forrester Cust Servc Q109

Forrester today issued a report on customer experience with computers that gave Apple a significant lead over competitors. The Mac producer received an 80 percent score, or "good," on a combination of ease of use, meeting needs and a pleasurable experience. Its next-closest rival, Gateway, scored just 66 percent, or "okay." Other competitors fared worse, with HP and its sub-label Compaq receiving 64 percent and 63 percent scores that are considered "poor;" Dell has dipped to 58 percent.

The 4,500-person study's author, Bruce Temkin, adds in his personal notes that Apple's advantages were especially notable in the ease of use and enjoyability sections, where the leads were extended to 17 percent and 15 percent each.

Forrester's report comes just as Microsoft has launched a new phase of its ad campaign specifically advocating that buyers focus on price and comparing only specifications, including TV ads as well as online comparisons that have been criticized for overlooking key aspects of the experiences of both Macs and PCs, such as system design or the long-term costs of security.

Temkin instead argues that Microsoft and the individual PC makers need to switch strategy and emphasize the quality of the experience over price.

"The Windows ecosystem needs an extreme customer experience makeover," he says.

by MacNN Staff



  1. Bobfozz

    Joined: Dec 1969



    Though this isn't news to us who have used Macs and PCs for years it would be great if this information could be communicated to people in the PC business (etc) world. But there is a "high-priest" effect going on there... these PC people have spent so many years getting to "know" their systems they just hate to give up all that lost productivity, time, and pain (for the sake of saving a few hundred bucks, if that much). I know, when in an unguarded moment they have admitted this to me. At one time I knew a lot about PCs in the DOS world and I had NO problem giving them up when I began using Macs.

  1. Constable Odo

    Joined: Dec 1969


    Why would MS switch

    strategies? Windows might not offer the same sort quality user experience as you get with Macs running OSX. I suppose that's why Microsoft doesn't refer to Vista in the ads. I think a lot of people have heard it doesn't promote a good user experience. It's much easier for Windows users to relate to cheap prices.

    The whole idea of Microsoft's campaign is for the buyer, in this weakened economy, to be able to get the most hardware features for a buck and that's what the buyer is getting. I honestly think that most people in the world shop by price alone. If a product is a little lower in quality but at a cheaper price, then that's what they'll get.

  1. ricardogf

    Joined: Dec 1969



    Now we just need another MS commercial featuring Lauren AND that they can both say that they are "not cool enough" to have the most reliable and enjoyable computer ever.

  1. testudo

    Joined: Dec 1969



    Who the h*** is lauren?

    And what computer is the most enjoyable computer ever? Because, to me, nothing was more enjoyable than my Mac 128K.

  1. luckyday

    Joined: Dec 1969



    The girl in the new Microsoft commercial searching for a laptop under $1000 or something.

    The fanboys are grumpy because the ad has been received well (by many).

  1. testudo

    Joined: Dec 1969


    Re: why?

    I honestly think that most people in the world shop by price alone. If a product is a little lower in quality but at a cheaper price, then that's what they'll get.

    But its not like its a little lower in quality AND a little lower in price. Its a little lower in quality but a LOT lower in price.

    NewEgg had a special on an Acer laptop.
    - 15.4" screen
    - 3GB RAM
    - 250GB HD
    - PC Card and Express Card slots
    - Web cam
    - built-in microphone and speakers, ethernet, modem, wifi, USB, etc.

    I got it for work. OK, so it doesn't have DVI or firewire, and it doesn't look classy. But I use my computers, I don't treat them like they're a status symbol.

    But its also $1500 less than Apple's lowest-price 15" laptop and runs Vista perfectly fine. Plus, at $500, if it dies in a year and a half, so be it. Or if it starts feeling less snappy, time for another $500 laptop. And it was a lot easier to get approval for $500 than $2000.

    But I'm sure all you will tell people out there why they should spend twice as much money on a mac when money is tight.

  1. ctt1wbw

    Joined: Dec 1969



    Computers are not disposable like a screwdriver or a can opener. They are supposed to last long time like car or dishwasher. If you spend 500 a year or so for a few years, you've spent more than a Mac laptop would cost. I used to have a Wallstreet G3 Powerbook that lasted my almost 6 years before I sold it.

  1. lamewing

    Joined: Dec 1969



    I love OSX, but it doesn't have decent handwriting recognition. So when I need to ink (writing in Japanese in particular) I have to use my X61 tablet. I cannot even use a Wacom tablet with OSX for this purpose since OSX simply doesn't have a modern handwriting recognition option. Grrrrr.

  1. ctt1wbw

    Joined: Dec 1969


    The Newton

    I wish Apple had put the handwriting capabilities of the Newton in OS X. The Newton always had better software than anything else on the market.

  1. appleuzr

    Joined: Dec 1969


    you get what you pay for.

    you get what you pay for testudo. My wife's 2 year old Acer is a complete piece of trash. I've had to blow it away twice and it's still functions like c***. Where as my 15" powerbook is still functioning just as it did 5 years ago when I purchased it. Save a little up front and it will cost you in the end. Spend a little more up front on a Mac and you won't have to worry about it costing anything.

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