A new research report published by Temkin Group, 2012 Temkin Experience Ratings, rates the customer experience of 206 large companies across 18 industries. This is the second year that Temkin Group has released these ratings.
The research, which is based on a survey of 10,000 U.S. consumers in January 2012, includes 10 personal computer makers. Apple was the top-rated computer firm, earning an “okay” rating and the 89th overall spot across industries. Three other computer makers earned “okay” ratings: Lenovo, Toshiba, and HP. The remaining companies received “poor” ratings, with Gateway and Dell at the bottom.
The computer industry received the fourth lowest-average customer experience rating, falling only ahead of health plans, Internet service providers, and TV service providers. The industry, however, earned the second largest increase between 2011 and 2012. Only insurance carriers improved more over that timeframe. Lenovo and Toshiba made the largest year-over-year improvements in the industry, earning double-digit increases in their ratings. Apple had the third largest increase. Dell and Acer were the only computer makers that did not earn at least a one-point improvement.
The pace of improvements in the computer industry has changed the rankings. In 2011, Apple had a two-point lead over Acer and a three-point advantage over HP and Sony. This year, Apple has a three-point advantage over both Lenovo and Toshiba, while both HP and Sony have slipped farther back.
“Apple remains the customer experience leader in the computer industry, but Lenovo and Toshiba have made significant gains this past year,” states Bruce Temkin, author of the report and Managing Partner of Temkin Group.