Apple iPhone, iPad, Mac) (US)

Technology Retail in the US

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Vodafone overall Effect Score

last Quarter

Sector Effort Score benchmark

last Quarter

Brand analysis

Our congratulations go out to the US Apple customer experience team, who have seized first place in the Technology Retail in the US table for the first time ever recorded by the Customer Effort Index.

The result follows wave-on-wave growth within all four pillars, with ‘Style of Communication’ and ‘Speed of Resolving Problems’ both up +2.

The result sends Amazon down into second place by outstripping the brand on three of the four pillars, but it still retains some dominance in ‘Valuing the customer’. Can Apple overtake in this area in future waves?

Style of Communication

last quarter

52% say the politeness of their customer service agents is 'excellent'

47% rate the ability to communicate with them in their chosen language (other than English) as ‘excellent’

Knowledge & Expertise

last quarter

48% rate the expertise of the customer service agent as 'excellent'

46% say the way details were clearly explained to them was 'excellent'

44% rate how well the customer service agent understood their particular problem or question as 'excellent'

Undertanding & Valuing the Customer

last quarter

44% rate this brand as 'excellent' for how they made them feel valued/important as a customer

46% say the way they understood their needs was 'excellent'

45% say the range of solutions or options that were suitable was "excellent"

Speed Solving the Problem

last quarter

41% rate how they were not left ‘on-hold’ or in a call queuing system for a long time as 'excellent'

46% rate how they were able to speak to a customer service agent that can help them with their query as 'excellent'

47% say they made it ‘very easy’ to achieve what they set out to do

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