IT industry study reveals clear loyalty leaders
Apple, Google and Symantec have been highlighted as the high-technology companies with the most loyal customers in a series of Net Promoter Industry Reports published by customer experience management firm Satmetrix Systems.
Satmetrix conducted three separate studies looking at the online services, computing, and consumer services sectors within the technology industry. The results of the Net Promoter Industry Reports 2006 demonstrate these companies' commitment to customer experience, and to driving revenue growth through customer loyalty.
Dr Laura Brooks, vice president of research and business consulting at Satmetrix Systems, explained: "The companies with the highest Net Promoter scores are well known for their market performance and brand leadership."
The IT trinity Apple, whose score far outranks its closest competitor, is well known for its passionate and dedicated customer base. Google's high Net Promoter Score establishes it as a clear leader in the emerging market of online services, with a corresponding strong performance in share price. Symantec, in the more highly competitive and established consumer software business, is beginning to differentiate itself - largely on the strong showing of its Norton suite of products."
Apple, Google and Symantec's customers also indicated that there are certain aspects of a business which have a large impact on their likelihood to recommend, and that these drivers are consistent across the high-technology industry. These areas were:
- Overall product or service;
- Overall value (including the company's fees and charges);
- Company reputation;
- Customer service and support.
About the studies The results of the Net Promoter Industry Reports 2006 were based on responses from customers regarding their experiences with their actual provider. An e-mail invitation explains the purpose of the survey, offers an incentive to participate, and provides a link that allows individuals to click through to the Satmetrix survey web site. All respondents are familiar with the products and services that are the subject of the survey, having purchased them as a personal consumer.
The Net Promoter Score, originally created by Fred Reichheld (of Bain & Co.) and Satmetrix, measures customer experience and profitable growth using a simple question: "How likely is it that you would recommend us to a friend or colleague?". In essence, the score allows companies to track promoters (customers who have a favourable view of doing business with the company and who will actively promote it) and detractors (customers who have a negative view and will tell their friends, encouraging potential customers to take their business elsewhere).