Apple iPhone, iPad, Mac) (UK)

Technology Retail in the UK

Back to rankings

Apple iPhone, iPad, Mac) overall Effort Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

Apple is soaring to new heights in the Technology Retail in the UK table.

The brand has wrestled the top spot from Samsung and, with an Overall Effort Score of 68, has posted the highest result ever seen in the table in two years of the Customer Effort Index.

There are plenty of successes to be found in the component pillars too. Knowledge & Expertise is up by +2, while Valuing the Customer and Speed of Resolving Problems are up by +3 each. Style of Communication has increased +1, an area for the brand to focus on.

Style of Communication

last quarter

54% say the politeness of their customer service agents is 'excellent'

54% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

Knowledge & Expertise

last quarter

54% rate the expertise of the customer service agent as 'excellent'

51% say the way details were clearly explained to them was 'excellent'

51% rate how well the customer service agent understood their particular problem or question as 'excellent'

Valuing the Customer

last quarter

51% say the way they understood their needs was 'excellent'

49% say the range of solutions or options that were suitable was "excellent"

68% say they were 'very satisfied' with the outcome of their communication or contact

Speed of Resolving Problems

last quarter

47% rate how they were not left ‘on-hold’ or in a call queuing system for a long time as 'excellent'

52% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

58% say they made it ‘very easy’ to achieve what they set out to do

Dig deeper

Apple iPhone, iPad, Mac) (AU) in Australia

Apple iPhone, iPad, Mac) (US) in the US