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Communications
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Apr 3, 2024
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Uploaded by ajmeissner
Alec Meissner
Writing Assignment 6: Apple
1.
Using either the company you currently work with or one that you can research online, give examples of how the company you select tracks/calculates the following 6 metrics (see Note 3, below, if you cannot find examples for a particular metric).
a.
Customer satisfaction
i.
Apple has achieved a customer satisfaction rating of 81%. This is the highest of
all cell phone companies. This percentage was calculated by averaging the satisfaction ratings of roughly 16,000 surveys completed by Apple customers (www.digitalinformationworld.com). b.
Service quality i.
Customerservicescoreboard.com houses 1105 ratings for Apple’s service. The people being surveyed were told to rate Apple’s service on a scale of 1-200. The average score for these surveys was 46.56.
c.
Customer loyalty i.
Zipdo.co compiled data from 5 popular product rating websites. Through this data they were able to calculate that around 92% of Apple consumers choose Apple again when they purchase new technology (zipdo.co). d.
Customer behavior (may be customer acquisition, customer retention, page visits, or other meaningful metric related to customer behavior)
i.
Zipdo.co also compiled data from surveys about Apple’s customer retention percentage. Through this data they were able to calculate that 73% of Apple customers stay as Apple customers.
e.
Customer lifetime value i.
Every Apple customer is valued from $700 – 900 every 2 years. This would make the average Apple customer worth roughly $8000 over a 20 year span of time (ppcexpo.com).
f.
Firm Performance (profitability, value, or another meaningful metric).
i.
Apple’s annual gross profit from 2022 was $170.782 Billion. This was a 11.74% increase from 2021 (
www.macrotrends.net
).
2.
“Improvement in customer satisfaction has a significant and positive impact on firms’ financial performance.”
a.
I used to work at an Aldi location in Saint Louis, MO. During the summer I worked there my manager told me that in the past quarter of the year our store had received over 200 positive feedback posts on Facebook. Coincidentally the amount of foot traffic and sales in our store spiked. Our store typically would sell around $35,000 of products a day and the average in our last quarter was slightly above $40,000 of products per day.
3.
An example of a company successfully implementing the service-product chain would be in an autobody shop. The first link in the chain would be the autobody shop keeping a full stock of spare parts for different styles and sizes of vehicles. The next link would be the autobody shop
also having all the necessary tools to apply these parts to vehicles. And finally the last
segment of the chain would be the shop having highly efficient and skilled workers who are able to adequately repair a vehicle in an efficient manner. https://www.digitalinformationworld.com/2023/05/apple-achieves-81-customer-
satisfaction.html#:~:text=Apple%20Achieves%2081%25%20Customer%20Satisfaction,Than%20Any
%20Other%20Smartphone%20Company
https://zipdo.co/statistics/apple-customer-loyalty/#:~:text=Apple's%20brand%20loyalty%20among
%20consumers,high%20of%2090.5%25%20in%202021
.
https://www.customerservicescoreboard.com/Apple
https://ppcexpo.com/blog/what-is-a-good-customer-lifetime-value#:~:text=It's%20estimated%20that
%20Apple%20iPhone,customer%20worth%20%248%2C000%2C%20on%20average
.
https://www.macrotrends.net/stocks/charts/AAPL/apple/gross-profit#:~:text=Apple%20gross%20profit
%20for%20the%20twelve%20months%20ending%20June%2030,a%2045.62%25%20increase%20from
%202020
.
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