Apple Drops in ForeSee Customer Satisfaction Poll

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Apple dropped out of the top five in ForeSee's annual holiday customer satisfaction survey for 2012, and the company's drop from 83 to 80 satisfaction points was one of the biggest the research firm saw this year.

The annual ForeSee study surveyed 24,000 online shoppers between Thanksgiving and Christmas, and this year Apple lost its second place ranking and earned its lowest score in four years.

Apple drops in ForeSee customer satisfaction surveyApple drops in ForeSee customer satisfaction survey

This year, we're seeing that even some of the largest companies in the country are at risk if they lose sight of customer satisfaction," said ForeSee president and CEO Larry Freed. "Satisfaction with the customer experience, when measured correctly, is the most important predictor of future success, and while Amazon clearly gets it, Apple stumbles from their usual focus on the customer experience."

He added that Dell and JC Penney -- the company that former Apple Retail executive Ron Johnson now runs -- also saw big drops in online customer satisfaction.

Apple's retail experience suffered this year under John Browett, who worked for the company a short five months before being shown the door. The company dealt with public headaches during his tenure for cutting back on retail staffing along with customer service complaints.

This year's top five retailers in the ForeSee survey incuded,,,, and

ForeSee doesn't directly tie Apple's lower customer service ranking to Mr. Browett, but it's an easy link to make considering the timing of customer complaints. Apple is currently hunting for a new executive to run its retail division.

[Some image elements courtesty of Shutterstock]

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Lee Dronick

Other news outlets will report

Apple Customer Satisfaction Plunges


Which it did

Lee Dronick

83 to 60 points would be a plunge. 83 to 80 points is a drop, if not just a downward tick.


While it may be satisfying to hang that albatross about Browett’s neck, and show both the door, it might not be so. The cause could be more systemic and functional.

If I were on Apple’s exec team, I’d want to study the data and make sure that this bleeder has been identified, securely tied off and cauterised.

Unsilent Minority

Lee, I imagine even a one point drop in satisfaction causes ten’s of millions in direct losses and even more when you factor in the indirect losses e.g. likelihood to recommend, brand loyalty, etc.


ForeSee’s “scientific” methodology is a joke. Garbage in, garbage out. Nothing to see here and it’s sad that TMO hasn’t exposed it for what it really is.

Unsilent Majority

Bill from what I gather Foresee is a very reputable firm. On what basis do you make those claims?


ForeSee is peddling a service and releases its free survey results as promotion. It uses its own methodology to determine what it claims translates into “satisfaction”. It’s nothing but PR.

“About the ForeSee E-Retail Satisfaction Index (U.S. Holiday Edition)
The eighth annual holiday online satisfaction report is based on more than 24,000 responses from visitors to the top 100 e-retail websites according to sales revenue as reported by Internet Retailer’s Top 500 Guide. Survey responses were collected via research panel. ForeSee uses technology based on a methodology that has been shown to have a direct link with stock prices and other measures of financial performance.”


“About ForeSee
As a pioneer in customer experience analytics, ForeSee continuously measures satisfaction across customer touch points and delivers critical insights on where to prioritize improvements for maximum impact. Because ForeSee’s superior technology and proven methodology connect the customer experience to the bottom line, executives and managers are able to drive future success by confidently optimizing the efforts that will achieve business and brand objectives. The result is better business for companies and a better experience for consumers. Visit for customer experience solutions and original research.”

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