Apple Continues to Lead in Call Satisfaction, Sees Decline in Problem Resolution and IVR Satisfaction

Dell Posts Gains in IVR Performance in Vocalabs Study of Phone-Based Tech Support

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MINNEAPOLIS, Minnesota (January 27, 2011) – Apple continues to lead Dell and HP in customer satisfaction with technical support, but saw a decline in problem resolution rates and IVR performance in the second half of 2010, according to the latest research on phone-based customer service quality conducted by Vocal Laboratories Inc. (Vocalabs). In telephone interviews conducted immediately following a tech support call, 60% of Apple customers said their problem was resolved on the call, down 7 percentage points from the first half of the year.

Satisfaction with the automated portion of the tech support call also declined among Apple customers, as measured by the “nuisance factor,” the percentage of customers who experienced any of three common service problems. Thirty-five percent of Apple customers interviewed in 2H 2010 reported they experienced IVR problems, irrelevant or repetitive steps, or difficulty reaching an agent, up from 21% in 2H 2009. During the same period, Dell improved IVR performance, with fewer customers complaining of service problems.

HP saw a 7 percentage point improvement in IVR satisfaction in 2H 2010, and sustained gains made in problem resolution in the first half of the year.

While Apple's customer service lead over Dell and HP narrowed in the second half of 2010, its customers remain the most satisfied among those surveyed. In interviews conducted during 2H 2010, 66% of Apple customers said they were “Very Satisfied” with the call, compared to 51% of HP customers and 49% of Dell customers.

About This Research

The National Customer Service Survey (NCSS) compares customer service quality for different companies in the same industry, using survey data and call statistics from the companies' customers. The NCSS is underwritten and conducted by Vocalabs, independently of any of the companies covered. Current syndicated research covers computer technical support and mobile phone customer service. Results discussed here are based on 2,166 interviews conducted between July 2009 and December 2010.

Download a free copy of the Executive Summary here. To subscribe to the full data set or to schedule an executive research briefing, contact Vocalabs at, 952-941-6580, ext. 206.

About Vocalabs

Vocalabs helps leading brands improve customer service by collecting timely, actionable feedback about customer service quality. We interview customers immediately after a support call, retail store purchase, or website visit while the memory of the experience is still fresh. Using our powerful reporting and analysis tools, clients discover and share insights to improve business decisions.