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Apple had an 80% satisfaction rating – a score that was 14 points higher than the number two manufacturer, Gateway, with 66%. Hewlett-Packard came in at 64%, followed by Compaq with 63%, and Dell with 58 percent.
Apple broke away from the pack due largely to the scores it earned in the “easy to use” category. About 86% voted Apple products as easy to use, compared to 69% of Gateway users. Another 72% also voted Apple products as “enjoyable” compared to 57 percent of Gateway respondents.
The poll – which included 4,600 consumers – also asked how useful the devices were. About 82% of people said Apple devices were useful, 71% found Gateway PCs useful, and 69% of Dell users said the same.
As a group, however, PC manufacturers earned a “poor” rating – coming in ahead of only ISP’s, TV service providers, and health plans.
How can PC makers improve their standing?
“Good word of mouth can help,” report author Bruce Temkin wrote. “Above all, they must not give customers a reason to regret their purchase and share those thoughts with their friends.”
Along the same lines, PC manufacturers need to remember that building a good reputation is a journey, he wrote. “PC manufacturers need to think of their customer experience as a long-term asset, making sure to invest enough to sustain the current value they’ve created.”
Companies also have to make sure they’re taking an outside-in approach and not getting bogged down by internal silos. “This can become even worse as execs try to respond to dramatic shifts in the market,” he wrote.
