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That is to say Apple, in comparison to its competitors making PCs, has an ecosystem of hardware connected by its own software, iOS, iTunes, and Mac OS X. "There's a plethora of IT products that have been integrated together easily, and Apple has been able to capture 'IT' writ large, rather than just personal computers." Apple is still somewhat uniquely positioned with Macs, the iPad, iPhone, and the iPod," he said.
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"I think it's a commitment to innovating and integrating products. It's not just notoriously good customer service, said David VanAmburg, managing editor of the ACSI, though that helps. The Apple Store on Fifth Avenue in New York City is one of the company's flagship stores in terms of both customer traffic and architecture and design.Īpple's lead, while not insurmountable, can be attributed to a few things, including a lineup of products that is broad yet connected, a meticulously controlled retail experience, and a very particular brand of leadership at the top. The Mac maker's nine-point lead is now the largest lead any company has over its competition in any of the 45 categories that the ACSI study surveys-including home appliances, gas stations, autos, e-commerce, airlines, and more. All of the PC makers improved their scores this year, but it didn't help them collectively avoid sinking further behind Apple. Its Apple's highest ranking since the annual survey began in 1995.īut the real story is how much further ahead of its peers Apple is in this area: most of the rest of the field (Acer, Dell, HP, and others) is tied with a score of 77, while HP's Compaq brand is ranked 74. Hardware manufacturers liberally take cues from Apple products, so why not its approach to customers?įor the seventh straight year, Apple has topped its competitors in the PC industry in the University of Michigan's American Customer Satisfaction Index (ACSI), achieving a score of 86 out of 100.