Apple and Google Lead Software Industry in Customer Experience

We recently released the 2015 Temkin Experience Ratings that ranks the customer experience of 293 companies across 20 industries based on a survey of 10,000 U.S. consumers.

Here are some highlights from the Ratings for software firms:

  • Apple and Google tied for the highest score in the software industry, each scoring 66% and ranking 136th overall. Apple’s score declined by two percentage-points from last year, while Google’s increased by one point.
  • Blackboard dropped seven points between 2014 and 2015—from 54% last year to 47% this year—making it the lowest ranked software company for the second year in a row. It was also the only software company to score a “very poor” rating.
  • Blackboard received the lowest TxR component ratings in all three categories, falling more than 10 percentage-points below the industry average in each one. It fell 10.2 points below industry average in success, 14.5 points below industry average in effort, and 14.1 points below industry average in emotion.
  • The average rating for software firms dropped 2.4 percentage-points in the last year, down from 63% in 2014 to 60% in 2015.
  • In addition to the overall rating, the average score of each component decreased between 2014 and 2015. In 2014 the industry average for success was 68%, now it is 66%. Likewise, the average score for effort dropped from 65% to 63%, and the average score for emotion dropped from 55% to 53%.
  • Apple earned the highest score for both the success and emotion components, scoring 72% and 60% respectively. Google, meanwhile, scored the highest for the effort component with 70%.
  • Google and Intuit were the only two software firms to have increased their score over the past year; however, each only improved by one percentage-point. Google went from 65% to 66% over the past year, and Intuit went from 63% to 64%.
  • Although Activision fell below the industry average for both the success and effort component, it scored 2.4 percentage-points higher than the industry average for the emotion component. Sony, on the other hand, scored above industry average for both effort and emotion, but scored 2.9 percentage-points below average for the success component.

1503_SoftwareTxRoverview1503_SoftwareTxRcomponents1503_SoftwareTxRchanges

The bottom line: Google and Apple are setting the pace.

 

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (CXPA.org), and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile: www.linkedin.com/in/brucetemkin

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