Why Did Apple Do So Poorly?
April 10, 2011 3 Comments
I’ve had some great discussions about the 2011 Temkin Experience Ratings. It’s wonderful to see all of the dialogue. One of the most common questions that I get is: Why was Apple so low (#79 overall)? I’ve given my opinion on this to several people, but I decided to do a more thorough analysis of the Temkin Ratings data.
First of all, Apple did quite well compared to other personal computer makers; ending up with the highest overall Temkin Experience Rating (59%, almost an “okay” rating) which was four percentage points above the industry average and two percentage-points higher than the second-place computer company, Acer.
When examining the three components of the Temkin Experience Ratings, Apple leads more in the Functional component than in other areas…
So Apple is the best of its peers, but it still just “okay” when compared with companies across 12 industries. Here are some reasons why Apple might not be scoring as high as some people might have expected:
- Apple has always had rabid fans. But as the Mac expands its market, it serves more mainstream users that tend to find it difficult to deal with computer makers (all of them).
- Females and older consumers are the demographics that gives computer makers the highest experience ratings. It turns out that Apple customers tend to be younger than average and a bit more weighted towards males.
I also looked ahead to the next rating we will be publishing, the 2011 Temkin Loyalty Ratings. Apple does better… #51 overall and seven percentage points above the computer industry average. Keep an eye out to see how Apple does in our Forgiveness, Trust, Customer Service, and Web Experience ratings (I can’t give away all of Apple’s scores too early).
We are also doing an analysis of purchasing experiences across a number of sectors, including personal computers. So I dug a bit into the data we have on 842 US consumers that had recently purchased a computer. Here’s how they rate Apple vs PC makers when it comes to steps in the buying experience:
Apple outpaces PC makers (as a group) across all elements of the new computer process (although when looking at specific PC brands, we find that HP customers are more satisfied than Apple customers with the purchase process and both HP and DELL customers are equally satisfied with the computer they purchased). The largest gap is in the area of customer service where Apple is 13 percentage-points better than PC makers. But in other parts of the process like the actual purchase, Apple is not as far out in front.
Back to the question I setup in the title of this post: Why did Apple do so poorly? It didn’t do poorly at all. It provides the best overall customer experience in the computer industry. But… it does not dominate all areas of the customer experience.
The bottom line: Yes, even Apple has a lot of room for improvement