According to a new he American Customer Satisfaction Index (ACSI)Samsung’s flagship model for 2012, the S III, receives an ACSI benchmark of 84 (on a 0 to 100 scale), beating Apple’s iPhone 5 at 82, the company’s most recent smartphone offering. OUCH!!
This will no doubt hurt Apple more than those silly market share defeats. The Cupertino-based company prides itself on providing the best user experiences in its products. This is definitely not a crown they want to cede to Samsung.
“The iPhone 4S matches its successor—iPhone 5—with an ACSI score of 82. Apple’s iPhone 4 is just a point below at 81. On the other hand, at a score of 78, customer satisfaction with the Galaxy S II, precursor to the S III, is lower. Motorola Mobility’s Droid Razr Maxx HD comes in at 80, while the Droid Razr scores 77. The low end belongs to BlackBerry, far below competition, with 67 and 64, respectively, for its Curve and Bold smartphones,” according to the report.
However, it’s not all bad news for Apple. The company is still the favorite in South Korea.
According to the National Customer Satisfaction Index (NCSI) in South Korea, which uses the same technology as the ACSI, the iPhone 5 has higher customer satisfaction than Galaxy S III.
“While feature phones are cheaper, and therefore viewed by many customers as better value, smartphones excel in quality,” says Claes Fornell, ACSI founder and Chairman. “Smartphones receive strong marks for feature variety, design and ease of use, with battery life as their only real shortcoming.”
“Not only does Samsung edge ahead of all iPhones, Apple customers themselves don’t see much difference between the iPhone 4, 4S or 5,” says ACSI Director David VanAmburg. “The latest earnings report from Apple was better than expected, but the name of the game for Apple has always been innovation. Samsung, on the other hand, shows a strong upward ACSI trend from the Galaxy S II to the Galaxy S III. If the S4 performs as well—or even better—in the eyes of customers, Samsung could threaten Apple’s dominance in overall customer satisfaction.”
The smartphone brand study complements and expands the ACSI’s coverage of the cell phone industry, updated in May 2013, gauging customer satisfaction with each company’s complete array of product offerings—smartphones and feature phones. As reported earlier, Apple’s overall ACSI score is 81, a 2% drop compared with 2012, but strong enough to retain the industry lead.