“Samsung, Microsoft and Sony passed Apple in a 2014 measurement of customer opinions of what it was like to deal with the company, according to a new survey published by Forrester Research,” Daisuke Wakabayashi reports for The Wall Street Journal. “his is the third year that Forrester conducted a survey for consumer electronics companies and it’s the first year that Apple has lagged behind Samsung, Microsoft or Sony.”
“The survey attempts to quantify the somewhat squishy and hard-to-define criteria of customer experience,” Wakabayashi reports. “Forrester assigns each company a customer-experience index score based on a survey of how 7,500 U.S. consumers responded to these three questions: How enjoyable were they to do business with? How easy were they to do business with? How effective were they at meeting your needs?”
Read more in the full article here.
MacDailyNews Take: Judging by this, and by many anecdotal accounts we’ve received, including one of our staff member’s last visit to an Apple Retail Store where she stood ignored for at least 20 minutes before the iPad Air for which she had already paid was located, then was made to walk from the front to the far back of the store to be checked out (hence totally and idiotically defeating the benefit to the customer of Apple’s cash register-free system), Angela’s got some work to do to recover from the the Tim Cook-induced Browettization of Apple Retail and its aftermath.
Apple Retail Stores have gone from magical in the Steve Jobs/Ron Johnson days to passable-at-best-but-usually-worse under Tim Cook/John Browett/Nobody.
Note to Apple Retail Store employees and management:
1. The customer always comes first.
2. The customer is king, not cattle.
3. You do the walking, not the customer. (You work in a service industry, so serve.)
4. Do not waste the customers’ time.
5. Customers who are picking up items deserve priority over all others as they have already purchased product; do not hold paying customers hostage.
We hope Angela Ahrendts will rectify this situation.