Apple claims to have about 1.5-billion customers around the world. While there may be more Android smartphone users on planet earth, and perhaps as many Windows PC users in the wild, Apple’s customer numbers are impressive.
What do Apple customers think of Apple? Laptop Mag did a survey of PC notebook manufacturers and Apple came up on top. Guess which PC maker was close to the bottom? Microsoft.
Phone vs. Store
The survey itself was aimed at support over the phone or online; not at stores. If Apple’s customers love the company’s support efforts on the phone and online, how much better does Apple fare than competitors via the Apple Store?
One of the main complaints about Apple Stores is how crowded they are. Apple Stores are a victim of success. Yet, where is the competition?
Microsoft has a few dozen stores to compete with the more than 500 Apple Stores. Apple sells many products and they are available in big box stores, too. Best Buy has double the number of stores, yet many of those also feature a store-within-a-store operation complete with an Apple employee or two.
That store-within-a-store works well for Microsoft, Samsung, and even Google and gives them a similar retail presence to Apple.
On Forbes‘ list of companies which have the best customer service, Apple came in at #13, one notch behind Google at #12. Amazon was #4. Lexus #5 and Costco #6.
I can understand why luxury brands hit the top of the list. Chick-fil-A was #1. What I cannot understand is why Google made it higher on the list than Apple. Have you ever seen a Google employee? Have you ever talked to a Google employee? Have you ever contacted Google for a customer support issue?
As it turns out, the questions in the survey do not always have customer support in mind. Google’s claim to fame is fast and accurate search engine results.
What the hell does that have to do with customer support?
Clearly, even when not substantiated by factual research, Apple does well with its customer base. Retently explained why Apple always scores high on satisfaction:
- A Focus on Relieving Purchasing Anxiety
- An Obsessively High Attention to Details
- A focus on employee satisfaction
- Unique Customer Experiences
- A Clear Understanding of the Power of Simplicity
- A Brand Built on Innovation
- Continued improvement of customer satisfaction
Does that not sound like Apple?