Apple’s Winning Streak Unstoppable In Personal Computer Customer Satisfaction
Sep 20, 2011
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Customer satisfaction across three durable goods industries stalled in 2011, with the majority of companies staying almost exactly where they were in 2010, according to a report out today from the American Customer Satisfaction Index (ACSI).

The publications reports on customer satisfaction with:
• personal computers
• major appliances
• consumer electronics (televisions and disc players)

Personal Computers: Apple Stays Firmly On Top

In 2010, the personal computer industry overall climbed 4% to an all-time-high score of 78 the report's scale (0 to 100 points). In 2011, satisfaction flattened out.

ACSI sees the industry itself being in a state of rapid change, with even faster advances in technology and changes in consumer preference. Demand for desktop PCs is decreasing as the tablet market is "skyrocketing," with the Apple iPad still leading the charge.

Apple has an established "record of customer satisfaction preeminence in the personal computer industry," the report said, and that continued in 2011.

In 2011, Apple has a very high score of 87 – up 1 point from 86 in 2010. Apple is a secure nine points ahead of its closest competitor in the rankings.

No. 2 is HP (Hewlett-Packard), which went from 77 in 2010 to 78 in 2011.

HP's Compaq business unit is ranked independently and also went up one point in 2011, improving its ranking from 74 to 75 – but that still puts it last among the other major rankings released by ACSI:
• Dell: 77 points, unchanged from 2010
• Acer (includes Gateway): 77 points, unchanged from 2010
• All Others: 77 points, unchanged from 2010

Apple Skews the "Average"
In fact, Apple's score was significantly high enough to continue to skew the average: With the industry average score now 78, most companies are rated below average, with only HP meeting the average score and only Apple exceeding it.

(In 2010, HP's score was 77 points while the Apple score of 86 helped drag up the industry to 78. This resulted in a field in which Apple was alone in being ranked above average while all the other major players were below average.)

“In the eight years that Apple has led the PC industry in customer satisfaction, its stock price has increased by 2,300%,” said Claes Fornell, founder of the ACSI. “Apple’s winning combination of innovation and product diversification—including spinning off technologies into entirely new directions—has kept the company consistently at the leading edge.”

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