HPE, IBM, Google, and HP offer the best enterprise IT customer experiences, according to a new report. Here's why.
HPE, IBM, and Google top the list in enterprise IT customer experience, according to the fifth annual Temkin Experience Ratings of Tech Vendors report from customer experience research and consulting firm the Temkin Group.
The report surveyed 800 North American IT decision makers, asking questions about the customer experience of 62 large tech vendors. "The Temkin Experience Ratings evaluates three areas of customer experience: success (can customers achieve what they want to do), effort (how easy is it for customers to do what they want to do), and emotion (how do customers feel about their interaction)," according to a press release.
The following four vendors earned "excellent" ratings, judged by a score of 70% or higher:
1. HPE outsourcing (76%)
2. IBM SPSS (74%)
3. Google (70%)
4. HP products (70%)
Perhaps the most interesting of these is Google, which recently made a number of moves to increase its popularity in the enterprise, including productivity updates in the G Suite, cuts to cloud storage pricing, and the introduction of the interactive Google Jamboard digital whiteboard for conference rooms.
Meanwhile, the following tech vendors earned ratings of more than 65%:
- IBM software (not including SPSS)
- IBM outsourcing
- Dell outsourcing
- Microsoft services
- IBM IT services
- Microsoft business applications
The bottom three firms, earning a rating below 40%, were Capgemini, Infosys, and Accenture consulting.
Ten other firms also earned a "very poor" rating of below 50%, including CSC, SunGard, Cognizant IT services, McAfee, Pitney Bowes, Alcatel-Lucent, Trend Micro, ADP outsourcing, BMC, and Satyam.
Counting all 62 vendors, the average rating was 58%—a drop from 59% in 2015.
"The customer experience delivered by tech vendors is strongly related to the loyalty of their enterprise IT clients, so it's disappointing that we did not see an increase in the ratings this year," said Bruce Temkin, managing partner of the Temkin Group, in a press release.
The Temkin Group also found a high correlation between tech vendors' customer experience ratings and IT leaders' loyalty ratings. The higher the experience rating, the more likely IT leaders were to continue purchasing from that vendor and recommend that vendor to others, the report stated.
The tech vendors in the top-rated quartile had a 21% advantage in terms of customers who were likely to repurchase from those vendors, and a 25% advantage in customers' willingness to try new products, according to the report.
Tech companies must be vigilant in providing positive customer experiences: When a vendor loses a customer, it costs about four times more to get them back as it would to keep them, according to Gartner analyst David Cappuccio, as reported by TechRepublic global editor Jason Hiner. If operations are not running smoothly, it can take as little as four seconds of wait time to lose a customer, he said.
Tech firms looking to improve customer service might explore messaging apps, which, according to a recent Forrester report, are growing in popularity for brand interaction because they touch on frequency of use, emotional connection, and convenience.
The 3 big takeaways for TechRepublic readers
1. HPE outsourcing, IBM SPSS, Google, and HP products earned top ratings on customer experience for IT decision makers, according to a new report from the Temkin Group.
2. Rounding out the bottom of the list for customer service ratings were Capgemini, Infosys, and Accenture consulting.
3. These customer service ratings are strongly correlated with customer loyalty and likelihood of recommending the vendor to others, the report stated.
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