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Apple falls in customer satisfaction survey

Mel Martin

Analytics firm ForeSee says Apple slipped 3 percentage points in a holiday customer satisfaction survey, garnering 80 points, according to AllThingsD. That's still an excellent number.

The data comes from a survey of 24,000 customers that was conducted between Thanksgiving and Christmas. The drop is one of the biggest Foresee has seen, and Apple's lowest score in four years.

There doesn't seem to be a simple explanation. Apple went through some drama earlier this year when it fired John Browett as head of retail, but it's hard to see how that might have had much of an effect on customers. AllThingsDigital quotes Larry Freed, CEO of ForeSee, as saying, "The luster of Apple is fading a bit, and keeping up with consumer's rising expectations is no easy task."

The ForeSee survey measures four things that are believed to add up to customer satisfaction: merchandise appeal, price competitiveness, website functionality and website content. ForeSee adds that website functionality should be a top priority for Apple.

Amazon tops the list this holiday season at 88 percent customer satisfaction. JCPenney and Dell also dropped in the ForeSee survey.

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