In the third annual customer experience survey from Forrester Research, Apple slipped behind Samsung, Sony and Microsoft for the first time in 3 years.
The survey measures customer experience based on how a customers feel about their interaction with a brand. Forrester queried US 7,500 consumers about their retail and customer support experiences and used the responses to assign each company a customer-experience index score.
Amazon scored highest among 17 consumer-electronics manufacturers included in the research. It was the only manufacturer to get an “excellent” rating of 91 for Kindle customers. Amazon has consistently been the top ranked electronics brand in customer experience for the last 3 years.
Sony came in second with a rating of 83, while Microsoft and Samsung followed one point behind at 82. Apple scored an 81.
Retail drives Customer Experience
Apple has struggled in the last year and a half without a retail chief while the volume of customers visiting its retail stores for sales and support has been increasing.
Its former retail chief John Browett was ousted after spending just six months on the job, during which Apple’s retail unit saw staff cutbacks and an emphasis on profits erode the customer experience and employee satisfaction.
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