According to the University of Michigan's American Customer Satisfaction Index (ACSI), Samsung has beaten Apple in terms of customer satisfaction. This marks the first time the South Korean mobile giant has edged Apple with regards to customer satisfaction in the history of this survey.
The latest survey findings also reveal that Samsung's ACSI increased by 7 percent, while Apple's has decreased by 2 percent. What has Samsung done this time that finally helped it overcome this hump?
The University of Michigan's analysts believe that the wider diversity of Samsung's products may have something to do with it. Furthermore, according to the survey director David VanAmburg, it may help that Samsung (and other Android-run phone brands) release new products more often during a year or a quarter. Whereas in Apple's case, the product refresh cycle is few and far between (usually once a year).
The survey was conducted by the University of Michigan by interviewing 70,000 Americans. The methodology of the survey involves examining the factors that drive satisfaction, at the same time looking at the results of that satisfaction (or lack thereof). Results can be manifested through customer complaints and other ways (negative feedback on forums).
Having finally beaten Apple in terms of customer satisfaction should be refreshing for Samsung. Let's face it -- the South Korean phone maker has not had a very good 2014. Last October, the company stated that it expects its profits to plummet by a whopping 60 percent in the third quarter.
But wait -- Apple did not have a perfect year either. Sure, they released two new iPhone devices that are selling like crazy, but the company also had to deal with the Bendgate issue (which probably was overblown), an iOS update fiasco, and the iCloud celebrity photos hack.
These may have influenced customer satisfaction levels at some point, but it would be really hard to tell by how much. Or is it possible that maybe, just maybe, users are having too-high expectations of Apple products? In Samsung's case, is it possible that people are not expecting too much? Which would mean they would not be as dissatisfied as much.
Still, customer satisfaction is just one measure of success. Sales is another, and it is rumored that Apple will be reporting record fourth quarter numbers soon enough. Moreover, Apple is preparing to make the Apple Watch widely available this year. As for Samsung, it is also looking forward to launching its Galaxy S6 device this year. How satisfied will consumers be with what Apple and Samsung will be offering this year? We will all just have to wait and see.
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