A recent study has ranked Apple third in customer loyalty among the tech companies within the Fortune 100. Despite Apple generating the highest number of support and complaint-related searches, the tech giant maintains a strong position, bolstered by its financial strength and unparalleled social media presence.
The Customer Loyalty Index, developed by B2B Marketplace DesignRush, evaluates the biggest U.S. tech companies based on six equally weighted pillars: company finances, average rating and volume of reviews, Net Promoter Score (NPS) of reviews, social media following and engagement, the number of customer service-related Google searches, and YouGov popularity. Apple, securing the third spot, follows Alphabet (Google) and Intel.
The Battle for Customer Loyalty
The competition for customer loyalty among top tech brands is intense. Companies like Apple and Google have cultivated dedicated followings through extensive ecosystems and high-profile events, such as Apple’s anticipated iPhone 15 announcement. This makes it increasingly challenging for customers to switch allegiances.
The study reveals Alphabet as the leader in customer loyalty with a score of 71.9 out of 100. Alphabet’s (Google’s) dominance is attributed to high scores in reviews, NPS, social media, and YouGov popularity. Despite an average customer service rating, Google’s overall customer loyalty is reinforced by an average review rating of 3.1 stars and a NPS rating of 23, both the best among tech companies.
| Rank | Company | Finances | Reviews | NPS | Social Media | Customer Service | YouGov Popularity | Overall |
| 1 | Alphabet | 70 | 79 | 83 | 78 | 23 | 98 | 72 |
| 2 | Intel | 37 | 42 | 70 | 66 | 72 | 84 | 62 |
| 3 | Apple | 80 | 61 | 41 | 84 | 19 | 86 | 62 |
| 4 | Microsoft | 78 | 38 | 34 | 72 | 30 | 88 | 57 |
| 5 | IBM | 34 | 34 | 48 | 57 | 74 | 75 | 54 |
| 6 | Meta | 51 | 50 | 36 | 72 | 29 | 70 | 51 |
| 7 | Cisco | 40 | 32 | 39 | 55 | 80 | 47 | 49 |
| 8 | HP | 24 | 40 | 16 | 55 | 35 | 94 | 44 |
| 9 | Dell | 30 | 38 | 22 | 53 | 33 | 87 | 44 |
Intel’s Strong Performance
Intel ranks second with a customer loyalty score of 61.9. The company boasts one of the largest social media followings and generally positive reviews. However, Intel’s NPS of -8.33 and lower financial and popularity scores compared to other tech giants slightly detract from its overall ranking. Notably, Intel customers have some of the lowest volumes of customer service and complaint-related searches, indicating effective support channels.
Apple’s Position
Apple, with a score of 61.8, excels in finances and social media presence. It has the highest number of followers on YouTube, TikTok, and Instagram, and the most engaged audience with a social media engagement rate of 0.3%. The company also enjoys the second-best average review rating and the fourth-best NPS. However, Apple faces challenges in customer service, with over 1.2 million monthly searches related to support and complaints, the highest among all tech companies.
Microsoft and IBM
Microsoft ranks fourth with a score of 56.8, supported by its strong financial position and significant social media presence. However, its customer service, reviews, and NPS scores are below average, reflecting areas needing improvement.
IBM takes the fifth position with a score of 53.7. Despite a low volume of reviews, IBM has a relatively high NPS of -0.51. Its social media engagement rate is second only to Apple, and it enjoys low customer service and complaint-related search volumes, indicating effective customer service.
Meta and Other Companies
Meta, known for its vast social media following, ranks sixth with a score of 51.25. Despite having the highest number of reviews, Meta’s average rating is low, and it has a poor NPS. Its customer service scores also reflect significant room for improvement, with over 185,000 monthly support-related searches.
Cisco Systems places seventh with a score of 48.9, excelling in customer service but lagging in popularity and social media presence. Hewlett Packard (HP) and Dell Technologies occupy the eighth and ninth positions respectively. HP, with a score of 43.9, struggles with low financial and NPS scores, while Dell, scoring 43.7, has one of the lowest social media followings and financial ratings.
Insights from DesignRush
Gianluca Ferruggia, General Manager at DesignRush, commented on the findings: “The Customer Loyalty Index expands on the NPS system by considering additional data points such as social media presence and customer reviews. Our analysis indicates a correlation between customer loyalty, profit, and long-term success. Ensuring robust search engine optimisation is crucial for businesses to enhance customer engagement and retention.”
The study by DesignRush offers valuable insights for businesses aiming to understand and improve customer loyalty. By analysing the performance of top tech companies, the Customer Loyalty Index highlights the importance of balancing financial strength, social media presence, and effective customer service in cultivating loyal customer bases.
For more information, visit https://www.designrush.com/agency/search-engine-optimization.