HP & Dell Pass Apple in Online Retail Customer Satisfaction

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Dell.com, HPShopping.com, and TigerDirect have all moved ahead of Apple in an online retail customer satisfaction survey. Apple, which ranked #1 in the 2008 edition of ForeSee Results' "Top 100 Online Retail Satisfaction Index - Computers & Electronics," slipped to #5 in the Spring 2009 survey -- #1 Newegg.com was tied with Apple in the previous survey.

As the name suggests, the survey is intended to measure user satisfaction at online Web sites, including retail sites, and even the IRS. Apple's score of 75% was just two points higher than the IRS's score of 73%, and was 6.3 percentage points below last year's score of 80% (after the scores are rounded).

Many of this year's survey subjects saw declines, too, though none so precipitous as Apple, to whom the survey referred to as "perennial ACSI darling" due Apple's past consistency in being at or near the top of this survey. TigerDirect.com, HPShopping.com, and Dell.com all declined by one percentage point, but it was enough for them to move past Apple in the rankings. #1 Newegg.com gained a point in the survey.

ForeSee Results chart
ForeSee Results chart

The survey uses the University of Michigan's American Customer Satisfaction Index (ACSI) methodology. The data is compiled from interviews with people who ForeSee calls browsers of the Web sites that are subject to the survey. Companies in the survey were chosen according to sales volume.

In ForeSee's 2009 survey, the firm found that the average rating for entire electronics sector was 74, which the survey characterized as providing, "an average online experience."




Johan Simons

Today I got much trouble connecting my new iMac to my router by Airport Express and called (the expensive) Apple Service Desk in the Netherlands. After two full hours tryring all kind of settings with a quite nice guy, everything worked.

BUT (the new problem I created myself: I changed something, resuting in nothing working again), I had to phone the (expensive) helpdesk again.
This time I got a guy that did not know anything about Airport Express and after an hour of strange talk, he suddenly cut off the line.

Again I had to dial the (expensive) Apple Service. This time I got a friendly girl on the phone. She did her ery best, but, after one full hour, she had to admit not knowing how to get Airport Express running and connected me with a collegue.

Again, after halve hour talk with a very unfriendly man, he simply told me to buy another dsl-modem and… cut off the phone line.

BTW, after playing myself with the settings of the… Netwerk panel, I solved the problem myself. Sorry for the about 100 dollars spent on the indeed worse Apple Service than before.

Joe Anonymous

What an incredibly stupid survey. They measured customer satisfaction based on the people who browsed a web site - NOT the people who purchased product from the company. I guess if I drive by a Toyota showroom without stopping, that makes me qualified to comment on Toyota’s service?

How about sticking to people who actually own a product?


Tell your friends who own HP laptops to go to hplies.com and see all the “satisfied customers”.  Or go to the “consumerist” website and see that Walmart and HP are the only two candidiates for the “worst customer service 2009 award”.  Apple seems to be the only company that will not be tarnished by the Nvidia Defect due to looking out for their customers.

Sun Direct

Eh, seems like it could be legit to me.  I’ve never owned an HP PC, but have had a couple of HP servers. There were several times I got right through to their support crew and they solved my issues without making me jump through hoops.  Definitely more than I can say about several of their competitors listed above….

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