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FRAMINGHAM - Making customers happy, some experts say, is the fine art of balancing experience and expectation. Based on that, the feeling of Microsoft Corp. customers is starting to edge ever so slightly towards the disappointment end of the spectrum, according to results of an annual survey by the University of Michigan released on Tuesday.
Microsoft scored 70 out of 100 on the latest Q1 results of the American Customer Satisfaction Index put out by Michigan's Ross School of Business. That is down from 74 at the same time in 2006, the first year Microsoft was ranked.
"Very small differences count for a lot," said Claes Fornell, a University of Michigan professor and director of the ACSI.
The overall customer satisfaction rating with companies in the ACSI, which surveyed 80,000 people nationwide via the Web during the first three months of the year, according to Fornell, was 73. The approval rating for all software vendors, including Microsoft, was 75.
Microsoft still ranked higher than many big, successful companies such as McDonald's, Cingular Wireless, and hotel operator Ramada. It also ranked higher than Comcast and most other cable and satellite TV providers, and virtually all of the airlines surveyed by the ACSI.
At the same time, Microsoft ranked below most delivery firms such as FedEx, hotels, full and fast-service restaurants, even most energy utilities such as Southern Company and Sempra Energy.
Too big to be loved?
Fornell theorizes that the launch of Windows Vista and Office 2007 during the period in which the survey was conducted may have played a part in dragging down Microsoft's score. That's not actually because a majority of respondents had tried either software and found it lacking, he said. Rather, Microsoft's need to hype the two products through marketing and advertising may have created a backlash among some jaded consumers, he said.
Fornell also says that customers have higher expectations for market-leading companies such as Microsoft.
"Microsoft is such a dominant company that economic theory predicts that their customer satisfaction would not be all that high, anyway," he said. "For them to come in at 70 is not all that bad."
In the past decade, McDonald's has consistently scored significantly lower than Microsoft's "low" score this year, even while doubling its revenues over that period.
"If Microsoft really put resources into it, they probably could do better. And maybe for the long-term, they should," he said.
Microsoft: Our survey said...
That is exactly what Microsoft says it has been doing for the past four years, since creating a unit within the company dedicated to boosting customer satisfaction.
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