In July, the American Customer Satisfaction Index released its first-ever customer satisfaction results for top-selling smartphones. The 2013 scores prompted great interest and lively discussions in the media as two Samsung phones dashed past three Apple devices to lead the survey at 84 (on a scale of 0 to 100).
The new brand study is based on the same independent, scientific methodology that the ACSI has employed since 1994 to measure 40+ industries which market products and services to U.S. consumers. Proprietary technology ensures all ACSI results are consistent, reliable, and comparable across time periods, companies, and industries.
In May, the ACSI issued updated customer satisfaction scores across the cell phone industry—a category measured since 2004. The yearly study measures customer satisfaction at the company level and includes each manufacturer’s complete product line—smartphones and feature phones. While Apple and BlackBerry offer smart devices only, other manufacturers such as LG, Nokia, and Samsung sell a mix of phones—some smart and some feature.
For the cell phone industry overall, Apple retains its lead for a second year, perhaps benefiting from its smart-only product line. Meanwhile, Samsung at 76 trails Apple by 5 points. There is, however, a key difference. While Samsung’s customer satisfaction trajectory is on the upswing and the company gains 7% compared to the prior year, Apple’s score slips—down from 83 in 2012 to 81 in 2013.
Enter the ACSI’s smartphone-only brand study. When considering only smartphones—which display a sharp customer satisfaction advantage over feature phones in ACSI research—Samsung’s Galaxy S III and Note II lead the field according to consumers who own these particular smartphone models. The owners of Apple’s iPhone 5, 4S and 4 give their smartphone choices somewhat lower scores in the range of 81 to 82.