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Technology Retail in the UK

Apple Logo
Vodafone overall Effect Score
Black Star 1

63

VS

Black Star 2

60

last Quarter

Sector Effort Score benchmark
Black Star 3

60

VS

Black Star 4

57

last Quarter

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.

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Style of Communication
65

vs

62

last quarter

48% say the politeness of their customer service agents is 'excellent'

44% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

 
Knowledge & Expertise
63

vs

60

last quarter

47% rate the expertise of the customer service agent as 'excellent'

43% say the way details were clearly explained to them was 'excellent'

46% rate how well the customer service agent understood their particular problem or question as 'excellent'

 
Undertanding & Valuing the Customer
64

vs

61

last quarter

43% rate this brand as 'excellent' for how they made them feel valued/important as a customer

43% say the way they understood their needs was 'excellent'

43% say the range of solutions or options that were suitable was "excellent"

 
Speed Solving the Problem
60

vs

56

last quarter

43% rate how they were not left ‘on-hold’ or in a call queuing system for a long time as 'excellent'

43% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

48% say they made it ‘very easy’ to achieve what they set out to do