Amazon and Apple Earn Top Customer Experience Ratings for Computers & Tablets, According to Temkin Group

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Amazon (Kindle) and Apple deliver the best customer experience across computer & tablet makers, according to the 2017 Temkin Experience Ratings, an annual customer experience ranking of companies based on a survey of 10,000 U.S. consumers.

Amazon took the top spot out of the 12 computer and tablet makers included in this year’s ratings, earning a score of 74% and coming in 74th place overall out of 331 companies across 20 industries. Apple earned the second highest rating with a score of 68% and an overall rank of 189th.

The ratings of all computer and tablet makers in the 2017 Temkin Experience Ratings are as follows:

•Amazon: 74%
•Apple: 68%
•Barnes & Noble: 67%
•Dell: 65%
•Hewlett-Packard: 65%
•Sony: 64%
•Acer: 63%
•Compaq: 63%
•Gateway: 62%
•Lenovo: 62%
•Asus: 61%
•Toshiba: 58%

“Amazon’s Kindle once again comes out on top. In order to keep up, the traditional players in this industry need to start delivering better customer experience,” states Bruce Temkin, managing partner of Temkin Group.

Overall, the computer & tablet makers averaged a 66% rating in the 2017 Temkin Experience Ratings and tied for 14th place out of 20 industries. The average rating of the industry improved by seven percentage-points between 2016 and 2017, going from 58.7% to 65.7%.

Of the 11 companies in this industry that were included in both the 2016 Ratings and the 2017 Ratings, all of them saw their scores increase over the last year. Compaq improved the most, gaining 19 points, while Amazon improved the least, gaining only one point.

Now in its seventh year of publication, the 2017 Temkin Experience Ratings is the most comprehensive benchmark of customer experience in the industry, evaluating 331 companies across 20 industries: airlines, auto dealers, banks, computer & tablet makers, credit card issuers, fast food chains, health plans, hotels & rooms, insurance carriers, investment firms, parcel delivery services, rental cars & transport, retailers, software firms, streaming media, supermarket chains, TV & appliance makers, TV/Internet service providers, utilities, and wireless carriers.

To generate these ratings, Temkin Group asked 10,000 U.S. consumers to evaluate their recent experiences with a company across three dimensions: success (can you do what you want to do?), effort (how easy is it to work with the company?), and emotion (how do you feel about the interactions?). Temkin Group then averaged these three scores to produce each company’s Temkin Experience Rating.

In these ratings, a score of 70% or above is considered “good,” and a score of 80% or above is considered “excellent,” while a score below 60% is considered “poor.”

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