Apple losing its way with IT customer services?
Written by James West
Flaws in Apple’s automated telephone IT support service portal is creating uncharacteristically disappointed customers, according to a report from analyst Vocalabs. 40% of Apple customers complained about problems with the automated system - nearly double the amount of issues recorded last year.
However it is not all bad news for the Cupertino-based company, with 77 per cent of callers being “very satisfied” with Apple’s technical support agents, compared to 56 per cent of Dell customers and 61 per cent of those who contacted HP.
“Apple used to be well ahead of the pack in tech support, now it would be fair to say that they are merely at the front of the pack. Apple used to lead on nearly every metric for support quality. Now there are several metrics where Apple is tied with its competition, or even trails,” says Vocalabs CEO Peter Leppik.
The metrics Leppik refers to include the likelihood of customers buying further Apple products, and if they would recommend the company to friends and families; both crucially important to a company that regards brand loyalty as essential.