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Apple Tops PC Satisfaction Survey

Boot Camp feature for Thursday, August 26, 2004

Apple reigns atop a new PC customer satisfaction survey. Bloomberg Boot Camp, a report on today's technology. Apple Computer, perhaps best know these days for its iPod digital music players and its iTunes service….has climbed to the top in the latest PC customer satisfaction survey conducted by the University of Michigan. Survey director Claes Fornell…

"Dell has usually been in the lead, but I think the big story now is Apple. It has surged ahead with a five percent increase, leading everybody. And I think that this is fairly remarkable considering the fact that Apple, way back in '98 was at the bottom of this industry."

Customer satisfaction with personal computers rose overall…by about three percent…bouncing back from declines of two years ago. But the survey found less satisfaction when it comes to getting support. That may have to do with outsourcing of so many help desks overseas…

"It would be interesting to find out what Apple is doing differently because they really stand out in that dimension. But people would, I suppose, blame it on outsourcing and things that usually happen when you call companies these days."

The University of Michigan also measured satisfaction with E-businesses. Google is dominant in the search engine category while the top ranked portals were Yahoo! and MSN. AOL remains at the bottom…but its score has improved. Bloomberg Boot Camp, I'm Fred Fishkin.