US consumers happier with Samsung than Apple

customer service

Customer satisfaction in the US mobile market hasn’t changed much in the past 12 months, the latest data from the American Customer Satisfaction Index (ACSI) shows, which, against the backdrop of a global pandemic, is clearly a good thing.

But there are a couple of highlights worth noting: T-Mobile’s merger with Sprint has affected its rating, pushing it below major rivals AT&T and Verizon; and the iPhone has fallen off its perch as America’s most loved smartphone.

“When you consider how much consumers relied on wireless this past year, the relative stability of the industry is a win,” said David VanAmburg, Managing Director at the ACSI, in a statement accompanying the publication of the latest index. He noted that customer satisfaction with MVNOs, both full-service MVNOs and value players, has dropped a little; the ratings of both were more closely in line with the MNOs this year than last. But the change was “not enough to create a stir,” VanAmburg said.

“Where things start to get interesting, however, is the cell phone space,” he went on. “Let’s just say the iPhone is no longer the apple of the consumer’s eye.”

Oooh, nice soundbite. And an interesting snippet of information too.

In the latest consumer satisfaction index, Samsung claimed first place amongst handset makers with an ACSI score of 81. ACSI assigned its scores based on interviews with 21,189 customers, chosen at random and contacted via email between 1 April 2020 and 29 March 2021. Samsung’s score was unchanged compared with last year’s survey, but its position improved due to a slide in satisfaction for Apple. The iPhone maker lost two percentage points, giving it a score of 80, putting it a three-way tie for second place with Motorola, which added four percentage points, and Google, entering the index for the first time.

Five individual Samsung devices rank above all others, the highest being the Galaxy Note10+, Galaxy S10+, and Galaxy S20+, all of which scored 85. Samsung’s sixth ranked device, the Galaxy S10, tied with the four highest-scoring Apple devices at 82.

On the telco side, when scored as a group both network operators and full-service MVNOs came in at 73; however, the MNOs’ figure was flat on last year while the MVNOs declined for the second year running. Value MVNOs outpace them both at 75, although that too was a decline of a few percentage points.

AT&T and Verizon both scored 75, making them the top two MNOs, but last year’s leader T-Mobile US dropped by as much as five percentage points to 72.

“According to ACSI data, mergers usually negatively impact customer satisfaction. Given T-Mobile’s sudden fall from grace, it appears we’re now witnessing the implications of the carrier’s union with a former MNO bottom dweller,” ACSI said. Its choice of words might sting a bit for former Sprint staff.

In addition to measuring customer satisfaction, ACSI also monitors network quality: in this case, Verizon remains on top.

Its satisfaction index also looks at price plans. Its survey showed that customers paying between US$501 and $1,000 per month are the most satisfied, but those in the $26 to $50 per month bracket are also quite satisfied and the most loyal. The most dissatisfied customers spend $251 to $500 per month, while the least loyal customers spend more than $1,000 per month, it said, noting that its data could show service providers which segments could benefit the most from an improved customer experience.

At first glance it seems like a no-brainer: telcos need to work harder to keep the highest spenders happy, although – unsurprisingly – it seems like they might be the hardest to please.

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One comment

  1. Avatar Linda Carbone 02/06/2022 @ 1:06 am

    I used to like Samsung customer service they were in my opinion one of the greatest customer service companies in the world when i was using a Samsung Galaxy S4 that should give you a time frame of how long ago i became a Samsung customer ? until we decided to purchase a smart tv once again Samsung . Unfortunately something has gone seriously wrong with Samsung customer service? i called customer service using the phone number that was on our remote for our tv and it was absolutely horrible service 1st i caught them in lies about the individuals i was speaking to during the texting it then became a game of sarcasm, absolutely insanity i don’t even have the words to describe how horrible it’s become a living nightmare from my mouth to God’s ear’s i will never recommend Samsung products after everything i endure yet my problem was never fixed if that’s not enough they literally stole or money they might as well have . After the bs they pulled. we are currently speaking with friends and family into finding a proper solution because we might have to look into getting an attorney to try and solve what should have never happened to anyone nevermind a loyal customer ? again how does anyone get past the distrust of a company ? even if they need or wanted help ? ? when you have lost respect and faith in a company’s credibility ? ? it’s absolutely outrageous ! ! we are having to settle and wait for us to be able to enjoy our own property ? i seriously suggest that you don’t do business with Samsung customer service companies until they get back to being a honest decent fair company.once again ive lost trust in this company

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