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Apple Tech Support “Halo Effect” Drives Hardware Sales

Apple Tech Support “Halo Effect” Drives Hardware Sales

After an experience with Apple’s technical support, almost 60 percent of customers surveyed said they are more likely to purchase another Apple product.


The details come from The NPD Group’s “Tech Services Study,” the results of which were released on Tuesday. The survey found that Apple’s technical support experience not only drives sales of new devices, but also left nearly a third of customers with a much more positive view of Apple.

Nearly 90 percent of those surveyed said they were “extremely” or “very” satisfied after using Apple’s technical support. Customers who used Apple’s Genius Bar at it’s retail store were particularly satisfied, because for most of them, the service was free.

“Tech support is a great service for the consumer, but more importantly it’s a brand-building element for the retailer and manufacturer,” said Stephen Baker, vice president of industry analysis at NPD. “People tend to associate any type of tech support as a negative experience, but Apple has demonstrated that those ‘negatives’ can be turned into positive brand experiences and result in a trip back to the store.”

The survey found that a key benefit of the Genius Bar is that customers are more likely to be satisfied because of the personal interaction inside the store. 53 percent of the respondents indicated they were “extremely satisfied” with their in-store experience.

“Retailers are rediscovering the value that services can offer the consumer,” Baker said. “Store foot traffic has declined over the years leaving fewer and fewer in-person interactions. Having a strong tech support in-store model helps fill the transaction void and builds brand awareness and satisfaction.”

Apple revealed earlier this month that its retail stores receive more than 50,000 visits to their Genius Bars every day.

Apple has long been a beneficiary of the so-called “halo” effect ever since the early days of the iPod. Today, it continues to benefit from the effect with its excellent technical support.