Tim Cook is fond of citing customer satisfaction scores as an indication of Apple’s truth north — that it’s about making delightful experiences for customers first; with market share and profits further down the list.
He won’t like the most recent customer satisfaction survey about mobile phones from the American Customer Satisfaction Index, based on 70,000 consumers. And that’s because Samsung beat Apple in the latest report.
Fortunately for Cook, the survey was conducted prior to the release of the iPhone 6 and 6 Plus. The bigger display just might reverse the trend.
If it doesn’t, it would be interesting to see what Cook has to say in his next keynote.
Making customer satisfaction scores the key metric is tricky business. So much of it is dependent on initial expectations that’s it’s not often a good indicator of actual product worthiness or progress.