For the past few years Forrester has been conducting research on customer experience in the consumer electronics industry, and each year Apple has ranked consistently near the top. While Apple’s rating has actually increased to its highest mark over the survey’s three-year existence, 2014 marks the first time that the company has ranked behind many of its leading competitors.
Amazon has held the top spot since 2012 with Apple trailing in second, but this year Sony, Samsung, and Microsoft have all edged ahead in Forrester’s rankings. The survey considers three things: how enjoyable, how easy, and how effective a company is in conducting their business with the customer.
The results of the survey, then, can be a bit misleading. Apple’s overall score was 81, which falls in the “good” range along with Sony, Samsung, and Microsoft (all scored between 82 and 83). Amazon was the sole “excellent” rating at 91. So, while Apple did indeed place behind these rivals it did not do so by much. Apple even saw an increase from a sub-80 rating in 2013.
If the survey reveals anything it is that competitors have been stepping up their game to catch Apple, a company that has set (and for the time being continues to set) the benchmark for customer experience.
[via WSJ]
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