We’ve done the math too, in our Customer Loyalty Engagement Index. True, it’s a different kind of math, but our numbers correlate very highly with positive consumer behavior toward brands. So it’s axiomatic: more consumers behave well toward a brand, a brand sells more, a brand makes more money, its stock goes up.
This year we looked at our findings two ways. First to identify the top-20 brands best at creating customer delight, and second, to see how brands rank in the categories in which they directly compete.
Apple was #1 (Tablets) and #2 (Smartphones) when it came to delighting their customers. That’s what a combination of a brand loaded with values and meaning and products that continually deliver meaningful experiences gets you.
When we look at individual categories, Apple was #1 in Laptop Computers too. And, logically, Tablets and Smartphones. They used to be #1 in the MP3 Players, but we had to stop measuring that category. Virtually nobody mentioned a brand competitive to the iPod, and even when they had a competitive brand, consumers insisted upon calling it an “iPod,” so we unofficially ceded that category to them too.
The bottom line to our analysis of Apple: a thoroughly delightful brand that consistently beats out competitors in meeting customer expectations. There is, however, a tiny downside. Wall Street analysts have pointed out the gap between Apple’s share price and earnings and if you calculate the usual Price/Earnings ratio, Apple’s stock should be worth much more. Which would make it even more valuable than Exxon.
OK, it’s true Exxon can’t really complain about a $400 billion capitalization. But it’s also worth remembering that Exxon sells products people need.
Apple sells products that people want. Really want. And that’s a difference that delights both customers and shareholders.
