Background on Apple Inc.
Apple Inc. is a multinational technology company based in Cupertino, California that has been remarkably successful. The extreme level of success achieved by the company may lead some to believe that its products do not require marketing. However, Apple has implemented a variety of marketing strategies, and still spends a considerable amount on its marketing efforts. One of its most notable strategies is the use of customer satisfaction surveys.
Customer Satisfaction Surveys
Customer satisfaction surveys are one of several tools in cultivating high engagement between a business and its customers. These questionnaires can collect data on a product or service, a company’s brand, or users’ experiences with the product, service, and brand. They are incredibly valuable because they allow for fast, efficient, and thorough feedback from customers nearly impossible to achieve at scale through other methods. Through the feedback gained with these surveys, businesses can identify insights that allow the company to reduce attrition and increase lifetime value.
Apple Customer Pulse
In 2011, Apple Inc. launched Apple Customer Pulse, an online community where Apple product users have the opportunity to give feedback on several topics and issues regarding the company and its products.
Apple has used the feedback gain from these surveys to develop new modify existing products in response to changing customer preferences. For example, some customers indicated that their user experience was diminished by the small screen size on certain devices; in response, Apple starting providing options for expanded screens on some of these devices.
Takeaway
If a company is successful as Apple still acknowledges the value of customer satisfaction surveys, other companies may want to take note. Even as more data is made available to companies through methods like social media monitoring, few platforms exist as readily for specific feedback at the same scale as customer satisfaction surveys.
Post Inspiration: https://skeepers.io/en/blog/how-customer-feedback-surveys-helps-apple-maintains-industry-leadership/