Apple Continues to Lead in Customer Service Quality in Tech Support Survey, HP Makes Significant Improvements

Vocalabs' Study Shows HP Improved Satisfaction with Agent and Automated Portion of Call

Download Executive Summary

MINNEAPOLIS, Minnesota (February 4, 2010) – Apple continues to lead Dell and HP in customer satisfaction with phone-based technical support, but HP made marked improvements since 2008, according to the latest study conducted by Vocal Laboratories Inc. (Vocalabs). In 1,157 telephone interviews immediately following a support call in 2009, 64% of Apple customers were “Very Satisfied” with the experience, as compared to 45% of Dell customers and 47% of HP customers.

Compared with 2008, HP customers in 2009 found it easier to reach an agent, experienced fewer problems with the automated portion of the call, and felt like they were made to go through fewer irrelevant or repetitive steps. These changes led to a 9 percentage point year over year improvement in customer satisfaction with the agent at HP, and a whopping 17 percentage point improvement in customer satisfaction with the automated portion of the call. HP nearly tied Apple in this metric, with 39% of HP customers reporting they were “Very Satisfied” with the automated portion of the call, compared to 42% of Apple customers.

“Rising customer satisfaction at HP demonstrates the connection between the service customers receive and their overall satisfaction with the company,” said Peter Leppik, CEO of Vocalabs. “When things go wrong, customers need to be confident that they will receive effective, friendly, and prompt assistance. With complex consumer electronics, this is as much a part of the product as the design and packaging.”

About the NCSS

The National Customer Service Survey (NCSS) compares the customer service quality for different companies in the same industry, using survey data and call statistics from the companies' customers. Current research covers computer technical support and mobile phone customer service. The NCSS is underwritten and conducted by Vocalabs independently of any of the companies covered. Results discussed here are based on 1,859 interviews conducted in 2008 and 2009.

An Executive Summary can be downloaded by visiting The full data set is available by subscription. Contact Vocalabs at, 952-941-6580, ext. 206.


Consumers participated in the survey by calling an alternate toll-free phone number to reach a company’s technical support. Immediately after the end of the call, selected consumers are called by a Vocalabs interviewer and complete a survey about the support experience.

About Vocalabs

Vocal Laboratories Inc. (Vocalabs) helps leading brands improve customer service by collecting timely, actionable feedback about customer service quality. We interview customers immediately after a customer service call, retail store visit or IVR interaction while the memory of the experience is still fresh. Using our powerful hosted survey and reporting platform, clients discover and share insights to improve business decisions. Vocalabs’ award-winning services include live-agent surveys and usability testing for speech and IVR systems.