A new survey conducted by SurveyMonkey attempts to measure brand loyalty for a variety of technology industry companies. Some of those companies include smartphone manufacturers like Apple and Samsung, with Microsoft even making an appearance. According to SurveyMonkey’s findings, Samsung managed to best Apple in terms of customer loyalty.
The industry benchmark for customer loyalty is a 19 and both Samsung and Apple managed to score higher than that, indicating consumers are ready to stick with their choices. Samsung scored a 35 while Apple scored a 28, which suggests owners of Samsung devices may be hard-pressed to make a switch to a different brand device. Meanwhile, Microsoft managed to score a -8 (yes, that is a negative number), so apparently consumers cannot wait to get rid of their Microsoft devices.
Although Samsung did better than Apple in terms of overall customer loyalty, the positions were reversed when it came to customer service satisfaction. On that scale, where the industry benchmark is 75, both Apple and Samsung fell far short with scores of 41 and 25. This seems to suggest there are a lot of unhappy people out there with Apple and Samsung devices who needed some type of support and could not get it or could not get it easily. Microsoft fared poorly in this measure as well, scoring only a 19.
Overall these companies did better than telecom and cable providers who saw all of their customer loyalty scores in the negative zone. However, AT&T, Verizon, DirecTV and Time Warner all managed to put up some better numbers when it came to customer service.
It should be no surprise that as smartphones and Internet/entertainment access increasingly become commodities that consumers feel less loyal to any particular brand. This also suggests that companies that can figure out how to offer exceptional customer service may be able to excel in such a market.
source: CNET
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