Brand analysis
Microsoft is the sole brand at the bottom of the Technology Retail in the US rankings.
It looked tight in Q1 as Dell advanced its score to rise from the bottom and tie with Microsoft. Dell's continued rise has now left Microsoft behind as its Overall Effort Score remains unchanged wave on wave.
The brand has seen score decreases in three out of the four component pillars too. Knowledge & Expertise, Style of Communication and Valuing the Customer all lose a point wave on wave.
With only 41% of its customers rating Microsoft as 'excellent' for how they made them feel valued/important as a customer, improving this metric should be where the brand focusses.