what’s important to customers?

I had an issue and had to call Apple support. Afterward, I received an email survey. Being in the Ultimate Customer Experience® business, I find it interesting what companies think their most important feedback is.  For AppleCare, here’s what they want to know:

1. The Advisor had excellent communication skills.
2. The Advisor was knowledgeable.
3. The Advisor was helpful.
4. The Advisor cared.
5. The Advisor listened.

There wasn’t one question asking if my problem — my technical issue — was resolved. 

While I think those 5 questions are extraordinarily important, I also think it might be nice for Apple to know if my easy to talk to, knowledgeable, helpful, caring, listening Advisor was able to SATISFY my needs and FIX my issue.

I ticked the “strongly agree” box on every one of the above, then Googled until I found how to get my ‘broken’ Mac specific app to work. Oh well… still have major love for all things MAC.