Apple has a reputation of excellent customer service. You can walk into an Apple Store and get your device fixed. You can play with an iMac or iPad in the store for an hour without a salesman trying to push you into buying.
Apple usually dominates customer satisfaction polls for physical retail locations, but their Apple Store website may need some help. Even though Apple is the most popular tech company in the world, in 2012 Apple’s ForeSee satisfaction score actually dropped.
In the latest ForeSee Holiday E-Retail Satisfaction Index, Apple’s web-store went from a score of 83 down to 80. Not a huge drop, but any score below 80 is considered average, and we all know how Apple wants to be the best of the best.
The drop in Apple’s customer satisfaction score stems from issues with Apple’s website usability. Customer complained that the online store is too difficult to navigate now that Apple has introduced a slew of new products in 2012.
Amazon remained the best website in the survey and has had the highest score in each of the last eight years of the survey’s index. JCPenny experienced the biggest drop, falling from 83 down to 78, while Dell also fell from 80 to 77.