The Apple customer no longer is the most satisfied


For years, Apple has encouraged the brand hard loyalty among customers. The brand has been a leader and has managed to have a legion of hardcore in their ranks of customers.

The brand has always looked for the customer who comes in contact with Apple not make a mere purchase of technology, but have a new experience to do so loyal to the brand.

This ability to make customers enthusiastic prescribing has been the envy of the competition. However, this competition is beginning to close the gap between them and make a better customer experience than the Apple.

The study has revealed this new landscape, was conducted by Forrester Research, and disclosed that the Samsung, Microsoft and Sony outperformed Apple in a survey of customer satisfaction on this 2014. This is the third year that this study Forrester takes for consumer electronics companies and is the first year that Apple has fallen behind Samsung, Sony or Microsoft.

The study was conducted by a brief sample of 7,500 U.S. consumers. The questions considered quantifier of customer experience, were:

On a scale of 1 to 10;

1Have you been nice doing business with this company?

2Was it easy to do business with them?

3How effective have been to ensure that the needs that you brought were resolved?


The survey also divided the scores obtained from companies in different categories, depending on the degree of actual customer interaction. Which means separating customers the brand with customers who buy through the brand, but are third party products. For example, it is not the same to buy a Kindle from Amazon, which is an Amazon product, you buy a DVD.

Amazon scored highest among the 17 consumer electronics manufacturers operating in the Norte.Fue the only manufacturer that received a score of “excellent” (91 points) for Kindle customers America. Sony came in second place with a score of 83 points, while Microsoft and Samsung are one point behind with 82 and 81 points a sad Apple stays. The three are considered “good” to get between 65 and 76 points.

As you can see in the chart, the three brands were with scores lower than Apple in the surveys conducted in 2012 and 2013. What happened? as I see there are many options, but I think you have more weight could be;

1It has changed the policy of Apple.
2It has changed the type of customer Apple.
3It has changed the deal Apple customer.
4The other companies are doing better simply Apple.



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