How Apple has earned loyal customers

Apple's customers are some of the most loyal there are, according to a survey by ClickFox.

Apple's customers are some of the most loyal there are, according to a survey by ClickFox. Out of the consumers surveyed by the company, 20 percent said they couldn't live without Apple products. This could explain why there are lines outside of stores long before doors open for a new product release.

The ClickFox survey found 88 percent of consumers cite quality as the primary driver for loyalty, followed by service, which earned 72 percent of respondents' votes. Both of these factor into Apple's success. The extreme popularity of its products, which customers appreciate for their sleek designs and innovations, have almost driven them to genericization, according to USA Today. That's when products are so popular, consumers refer to similar products as the same name - Kleenex or Xerox, for example. The source reports that just 5 percent of companies achieve this status among shoppers.

Additionally, Apple has introduced its Genius Bar where customers can bring products that are not functioning properly or require repair as well as new products with which they are unfamiliar. Apple's experts take the time to fix laptops, phones and iPads and also walk customers through tutorials, teaching them how to use its innovative programs.

Apple has become very good at earning customer satisfaction and loyalty, according to Computerworld. Because the brand is operating in a highly-competitive industry, the company has taken a strong customer support stance. In fact, it borrowed several service strategies from Ritz-Carlton when developing its standards. Apple employees are trained to welcome customers with warmth, anticipate what their needs will be, take responsibility for making sure requests are fulfilled and send them off with farewell that invites them to come back, reports Forbes.

Not only is the company very successful in its support and service efforts, but a Vocalabs survey found Apple customers are nearly four times as likely to leave a support call satisfied than Dell patrons, as reported by ComputerWorld. 

The study found that "Apple is notable for the very low percentage of customers who plan to leave the company. This is consistent with other third-party research and the company's reputation. What is especially striking is that Apple had the lowest number of these especially disloyal customers, despite the fact that it is easier to change brands," the source reports.