News & Information for Technology Purchasers NewsFactor Sites:     Enterprise Security Today     CRM Daily     Business Report     Sci-Tech Today  
Home Enterprise I.T. Cloud Computing Applications Hardware More Topics...
Build Apps 5x Faster
For Half the Cost Enterprise Cloud Computing
You are here: Home / Customer Service / There's Brand Genius in Genius Bar
DDoS Protection Powered By Verisign
Brand Genius in the Genius Bar: Tech Support Gives Apple an Edge
Brand Genius in the Genius Bar: Tech Support Gives Apple an Edge
By Mark Long / NewsFactor Network Like this on Facebook Tweet this Link thison Linkedin Link this on Google Plus

Superb technical support for Apple's customers in the U.S. is helping to boost consumers' favorable opinion of the iconic device maker as well as increase the odds that customers would buy additional Apple products going forward, according to an NPD Group survey Tuesday.

"People tend to associate any type of tech support as a negative experience," said NPD Vice President Stephen Baker. "But Apple has demonstrated that those 'negatives' can be turned into positive brand experiences and result in a trip back to the store."

Baker noted that 60 percent of the survey's 2000-plus U.S.-based adult respondents indicated that their Apple tech support experience made it either somewhat or much more likely they would make another Apple product purchase in the future. What's more, 31 percent noted they had a more positive view of the Apple brand following their interactions with Apple's hardware support services.

"Tech support is a great service for the consumer, but more importantly it's a brand-building element for the retailer and manufacturer," Baker said.

Building Brand Awareness

Aside from Samsung's smartphone lineup, which was hit by a $1.05 billion jury verdict last week for infringing on Apple's patents, nothing else has approached Apple's success in selling electronic gadgets to U.S. consumers.

"Over the last seven quarters Apple has represented all the growth in consumer technology," Baker said in a recent blog post. "Without Apple the industry is solidly negative, with little momentum in the short term to change that."

The Genius Bar in Apple's retail stores nationwide is helping to give the company a significant edge over struggling retail outlet rivals such as Best Buy, which recently appointed a new CEO.

"Retailers are rediscovering the value that services can offer the consumer," Baker said.

Baker told us Wednesday that almost all of the 40 percent of Apple device owners who went to a Genius Bar for technical assistance left very happy. By contrast, "Top-2 box" satisfaction among all consumer service interactions -- in-store, via telephone or online -- was 78 percent.

"Top-2 box is standard methodology, meaning people who said they were satisfied or very satisfied -- the top 2 boxes of their satisfaction," Baker explained.

Free Tech Support

Due to robust online sales growth, store foot traffic has declined over the years -- leaving fewer and fewer in-person interactions, Baker said. However, physical presence is key to creating positive brand experiences.

According to NPD's survey, which was conducted in May, 53 percent of consumers were extremely satisfied with their in-store experience -- more so than any other type of service interaction.

"Having a strong tech support in-store model helps fill the transaction void and builds brand awareness and satisfaction," Baker said.

Nearly 90 percent of the survey respondents who said they had taken advantage of Apple's in-store tech service were extremely or very satisfied. Eighty-eight percent of the respondents who visited the Genius Bar at an Apple retail store were not charged for tech services. Moreover, 78 percent of U.S. consumers overall were not asked to pay any tech service fees.

NPD noted that 37 percent of the survey's respondents had requested troubleshooting support whereas 28 percent were in need of product repair services. Other NPD tech support survey categories included how-to support (18 percent), software installations and upgrades (11 percent), as well as product installation and set-up (7 percent).

Tell Us What You Think


D Kinsey:

Posted: 2012-08-29 @ 8:31pm PT
I live in Montana. Apple stores are few and far between, of course. My nearest store is 90 miles away.
I am not very satisfied with the existing personnel in that store. They seem very defensive when asked about particular problems. Even when getting info about new Apple products.

Like Us on FacebookFollow Us on Twitter
MAY BE OF INTEREST is the market and technology leader in Software-as-a-Service. Its award-winning CRM solution helps 82,400 customers worldwide manage and share business information over the Internet. Experience CRM success. Click here for a FREE 30-day trial.
Product Information and Resources for Technology You Can Use To Boost Your Business

Network Security Spotlight
Who Is the Hacker Group Lizard Squad?
Are they dangerous or just obnoxious? That’s what many are wondering about the hacker group Lizard Squad, which tweeted out a bomb threat that grounded a flight with a Sony exec aboard.
Are Government Spies Tipping Off Tor?
Less than a month ago, tech news headlines heralded a Tor Project breach. Now, some are saying that government spies are sharing information with Tor to help it prevent future breaches.
Backoff Malware Hits 1,000+ Businesses, Likely More
More than 1,000 businesses across the U.S. might have been affected by Backoff, a new kind of point-of-sale (PoS) malware, according to the Department of Homeland Security.

Enterprise Hardware Spotlight
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
Alert: HP Recalls 5 Million Notebook AC Power Cords
HP is recalling about 5.6 million notebook computer AC power cords in the U.S. and another 446,700 in Canada because of possible overheating, which can pose a fire and burn hazard.
Acer's New Desktop Box Rides the Chrome OS Wave
Filling out its Chrome OS line, Acer is following the introduction of a larger Chromebook line earlier this month with a new tiny $180 desktop Chromebox and also a smaller Chromebook.

Mobile Technology Spotlight
Apple Set To Release Largest iPad Ever
Tech giant Apple seems to have adopted the mantra “go big or go home.” The company is planning to introduce its largest iPad ever: a 12.9-inch behemoth that will dwarf its largest existing models.
Verizon Hops on the Voice-Over-LTE Bandwagon
Wireless provider Verizon is gearing up for a nationwide launch of its Voice-over-LTE service over the next several weeks, promising clearer and crisper phone calls and a Skype-like video service.
Smartphone 'Kill Switch' Law in California; Will Other States Follow?
California’s new law -- signed by Gov. Jerry Brown on Monday -- aimed at deterring cellphone theft could mean most mobile phones sold in the U.S. will soon include similar “kill-switch” tech.

NewsFactor Network
Home/Top News | Enterprise I.T. | Cloud Computing | Applications | Hardware | Mobile Tech | Big Data | Communications
World Wide Web | Network Security | Data Storage | CRM Systems | Microsoft/Windows | Apple/Mac | Linux/Open Source | Personal Tech
Press Releases
NewsFactor Network Enterprise I.T. Sites
NewsFactor Technology News | Enterprise Security Today | CRM Daily

NewsFactor Business and Innovation Sites
Sci-Tech Today | NewsFactor Business Report

NewsFactor Services
FreeNewsFeed | Free Newsletters

About NewsFactor Network | How To Contact Us | Article Reprints | Careers @ NewsFactor | Services for PR Pros | Top Tech Wire | How To Advertise

Privacy Policy | Terms of Service
© Copyright 2000-2014 NewsFactor Network. All rights reserved. Article rating technology by Blogowogo. Member of Accuserve Ad Network.