AppleInsider Staff
The details come from The NPD Group's "Tech Services Study," the results of which were released on Tuesday. The survey found that Apple's technical support experience not only drives sales of new devices, but also left nearly a third of customers with a much more positive view of Apple.
Among those surveyed, nearly 90 percent of customers who used Apple's technical support characterized themselves as "extremely" or "very" satisfied. In particular, customers who used Apple's Genius Bar at its retail stores were satisfied because for most of them, the service was free.
"Tech support is a great service for the consumer, but more importantly it’s a brand-building element for the retailer and manufacturer," said Stephen Baker, vice president of industry analysis at NPD. "People tend to associate any type of tech support as a negative experience, but Apple has demonstrated that those 'negatives' can be turned into positive brand experiences and result in a trip back to the store."
Another key benefit of the Genius Bar is customers are more likely to be satisfied when they have personal interaction inside a retail store. The survey found that 53 percent of customers indicated they were "extremely satisfied" with their in-store experience, which was the highest level of any type of service interaction.
"Retailers are rediscovering the value that services can offer the consumer," Baker said. "Store foot traffic has declined over the years leaving fewer and fewer in-person interactions. Having a strong tech support in-store model helps fill the transaction void and builds brand awareness and satisfaction."
Earlier this month, Apple revealed that its retail stores see more than 50,000 visits to their Genius Bars every day. Apple's stores have also seen nearly 300 million worldwide visitors so far in the company's fiscal 2012 year.
With the importance of Apple's technical support, particularly in person at its Genius Bars, the company has been experimenting with larger Genius Bars that can service more customers. At some locations, new Genius Bars have been rotated 90 degrees, so that they are perpendicular to the rear wall of the store, rather than up against the back wall where they have traditionally been positioned.
Apple has been known for its products having a so-called "halo" effect since the heyday of the iPod. Today, it continues with the iPhone, as customers are likely to buy other Apple products after having a positive experience with the company's smartphone.
William Gallagher
Wesley Hilliard
Marko Zivkovic
Malcolm Owen
Amber Neely
22 Comments
You know, I think's time to just ignore all the nay-sayers that infest AI and other forums. They drop into a thread and make negative statements that are based on nothing but sour grapes, outright hatred, and falsehoods. Articles like this one prove they are full of crap. People buy Apple products because they like the products, the customer service, and the company.
It's interesting to juxtapose this article against this other, http://www.appleinsider.com/articles/12/08/27/apple_stores_reportedly_continue_to_see_cutbacks_as_focus_shifts_to_revenue.html
Steve Jobs changed the world. John Browett wants to change it back.
I have to say I was impressed when my MBP required a new battery covered under Apple Care recently and the chap in the Tampa Apple Store replaced it while I waited, chatting to other customers. All that was missing from the days I was Managing Director of a large 'Apple Centre' in the UK in the late 1980's was the cup of coffee my staff would have offered while doing the same thing. I can understand Apple's reluctance to offer a Starbucks type experience in the Apple Stores though for the fear of spills but the smell and ambience it creates is pretty awesome.
As opposed to Dixon's sales support. (these being the people you hide from in the store, on the basis they usually have very little product knowledge; apart from selling the extended warranties' that you don't want).