Brand analysis
Last quarter, Apple was joint-first in the Technology Retail in the UK table – alongside Argos and Amazon. However, despite adding +3 to its Overall Effort Score wave on wave, this has not been enough to prevent it being unseated by Samsung’s rapid rise.
The brand is clearly doing all the right things. All four pillars increased their scores wave on wave, as they have done now for two consecutive quarters.
‘Speed of Resolving Problems’ saw the biggest boost, up +4 wave on wave. The remaining three pillars increased their scores by +3.
Last year, consumer rights group Which? filed a £3bn lawsuit against Apple over iCloud use, which could result in a payout for 40 million UK customers. They estimate individual consumers could receive an average of £70 – but the damage to customer trust could cost far more.
Apple rejects all of Which?’s claims. We will pay close attention to see how the result affects the scores recorded by the Customer Effort Index.
