All four pillars in Apple's UK ranking have increased this quarter between +2 and +3 points, bringing its Overall Effort Score to 60. This also means Apple has gone from 3rd position to joint 1st with Argos and Amazon.
Its +3 point increases in Speed of Resolving Problems and Valuing the Customer are the first recorded rises all year. For the past two quarters, Valuing the Customer has stayed at 58 – it’s now 61. This pillar, however, is still -2 points below what it was at the beginning of the year.
Speed of Resolving Problems tells a similar story, having maintained a score of 53 for the past two quarters, its +3 point increase to 56 means it’s only -7 points below where it was at the beginning of the year.
The main positive for Apple is Style of Communication. In Q1, it suffered a -4 point drop, but has gradually increased again over Q2 and Q3. This quarter, it has jumped to its highest since mid-2023 at 60. In fact, it sits +8 points above where it was in Q4 last year.
Almost half of its customers (48%) rated ‘excellent’ for the politeness of its customer service agents and 44% (a 2ppt jump) commended Apple for its ability to speak with them in other languages, besides English.