Customer loyalty has many definitions, none of which is of the empirical nature, as customer loyalty runs hand-in-hand with our emotions – and we all know how fast those can change. Customer loyalty to a particular brand is the result of experiencing a consistently positive emotional experience, possibly physical attributes of the device or perceived value of a product or service. Customer loyalty is all about building that emotional bond with a customer and ideally, the company can blend that physical, emotional and elements valued by the customer into one cohesive experience. Retaining existing customers is much easier than attracting new ones – loyal customers are more cost-effective as well. Loyal customers guarantee sales and are more likely to purchase high-margin accessories or additional services, and they also reduce costs associated with marketing by self-promoting your product or services.
In their latest findings of how top Electronics/Software Companies Rate, SurveyMonkey, reported that Samsung has a better customer loyalty following than Apple – 35-percent to 28-percent – both well above the national average of 19-percent. Intuit ties Apple at 28-percent, while Adobe ends up with only 13-percent, but did much better than Microsoft that came in with a MINUS 8-percent in customer loyalty! This goes to show you how hard it is to satisfy that unpredictable group called…people. Sometimes, the company or product has done nothing wrong, sometimes people just want to try something different – they may come back to your product at a later date or they ‘permanently’ move on.
When this survey turns to Customer Service, it is a different story when it comes to Apple and Samsung…but not the other companies, although other findings done by the American Customer Satisfaction Index (ACSI) has Samsung in the driver’s seat – this, after sales have been slumping! In the newest study, Apple has the higher customer service rating of 41-percent and Samsung comes in second with 25-percent. The remaining three companies in these five – Intuit at 24-percent, Microsoft at 19-percent and Adobe with 16-percent – Adobe and Microsoft flip-flop, but are very close. However, none of the companies are doing well when you consider that a 75-percent customer service rating is the industry standard!
This survey was from the fourth quarter of 2014 and represents 5,000 adults and one might wonder why the low scores for customer service. It could be that we use our electronics so much, we are bound to have problems or that we just remember the ‘bad times’ we experienced rather than dwell on the good. Whatever the reason, it is clear that all companies need to work on breeding good customer service that will in turn lead to increased brand loyalty.