The Customer Service Survey
We've Improved! Now We're Average.
Tue - September 5, 2006 04:15 PM in
I need to state that I actually have a Dell computer in my household (my son's) and have nothing but positive experiences. But to piggyback on Peter's earlier comments about Dell, this link was sent to me this morning and there are a couple of particularly bothersome points in the article.
Dell cites a 2.5 point uptick in their ASCI scores (U of Mich.'s American Consumer Satisfaction Index) as evidence they are improving service. Perhaps, but ASCI is a very complex calculation that scores companies in a number of areas and comes up with a rating from zero to 100 in such a way as to try and compare company's perceived overall "value". (Thus if your competition raises prices or if many of your dissatisfied customers have already left, your ASCI score can improve, even if you did nothing.)
So out of context, a higher ASCI number says little about how the company is actually performing. You must look at the score in relation to others.
In durable goods (autos, appliances, computers etc.), the average ASCI score (2Q 06') is 80.1 to Dell's 78. Apple's 83 is the best computer score I saw and the average among computer makers is 77. Thus Dell's value is still below average among durable goods makers. Among just computer makers, Dell is way behind the leader, and only slightly better than average. I doubt a "we're average" Dell marketing campaign is in the offing.
My other problem is Dell's citing of 95% satisfaction scores in one particular caller queue. Any satisfaction survey that reaches 95% or so, is highly suspect. I think it was A.C. Nielson who once said that if you asked, 5% of people would be in favor of burning down churches. His point was that given the vagaries of human nature, getting above 95% agreement on just about anything is unlikely. Dell's 95% is suggesting that one particular service is virtually as good as is humanly possible. Maybe, but given the mediocre ASCI rating, having one perfect service isn't too probable. A much higher likelihood is a flawed study, either with some question bias or a participant sample of only satisfied customers.
Rick Rappe'
So out of context, a higher ASCI number says little about how the company is actually performing. You must look at the score in relation to others.
In durable goods (autos, appliances, computers etc.), the average ASCI score (2Q 06') is 80.1 to Dell's 78. Apple's 83 is the best computer score I saw and the average among computer makers is 77. Thus Dell's value is still below average among durable goods makers. Among just computer makers, Dell is way behind the leader, and only slightly better than average. I doubt a "we're average" Dell marketing campaign is in the offing.
My other problem is Dell's citing of 95% satisfaction scores in one particular caller queue. Any satisfaction survey that reaches 95% or so, is highly suspect. I think it was A.C. Nielson who once said that if you asked, 5% of people would be in favor of burning down churches. His point was that given the vagaries of human nature, getting above 95% agreement on just about anything is unlikely. Dell's 95% is suggesting that one particular service is virtually as good as is humanly possible. Maybe, but given the mediocre ASCI rating, having one perfect service isn't too probable. A much higher likelihood is a flawed study, either with some question bias or a participant sample of only satisfied customers.
Rick Rappe'
Posted at 04:15 PM | | | | |