Customer Retention Techniques Used by Microsoft and Apple.


Customer retention remains integral to the phenomenal success experienced by Apple and Microsoft, two of the leading brands in the corporate ecosystem. On critical metrics like customer satisfaction and client retention, Microsoft and Apple have key competitors like Google running around for answers. Results from the  Collaborative for Customer-Based Execution and Strategy study gave shown Microsoft beats Google hollow on overall customer satisfaction among B2B corporate entities.

Further, Apple is showing record gains and it is counted as one of the fastest growing brands because it innovates effortlessly and retains existing customers thereby. Researchers have sought to understand the extent to which customer satisfaction is associated with outcomes like customer loyalty, financial performance, willingness to recommend and pricing power.

Specifically, client retention receives a boost when various systems are in order. This includes product or service quality, pricing mechanisms and billing procedures, communication, project management, safety, sustainability as well as social responsibility and ongoing support and service.

  • Microsoft Retention Techniques
Microsoft is poised to gain more sales and effortless client retention through its customer satisfaction strategy, as opposed to leaders like Oracle and Google in the B2B sector. Customer satisfaction benefits this IT giant in financial and other ways. Companies increasing overall satisfaction also enjoy a customer base of a higher quality; consequently, Microsoft is way ahead of others like Google.

  • Microsoft’s Gains

Microsoft products are universally used. It’s biggest product lines include Windows, the world’s most well-known OS found in as many as 9 in 10 computers worldwide. Its suite of productivity tools, Microsoft Office has also found near universal adaptation across corporate organisations and homes.


  • Apple’s Product-Focused Strategy

As a chief strategist and CEO for Apple, Steve Jobs pioneered a product-focused strategy that combined software, hardware and services in a bundle for customers. This approach to the Apple product line is the most successful diversification example in corporate history, to date. This customer retention strategy enabled Apple to develop an extremely loyal customer base and top Fortune’s most admired companies for 5 times in a row. So much so that Apple even inspires competitors. Oracle, Google and Microsoft that once concentrated on software are now integrating across-the-board elements into surface tablets.

  • Better Quality, Best Outcomes

Better quality builds and sustains brand loyalty. In one research 36,000 IT vendor ratings issued by executives and managers over a 4-year period were studied. Researchers found the link between IT products and services formed in bundles and the impact on client satisfaction and loyalty.

With the success of Apple’s integrated approach, it has been declared as one of the top players in all markets it operates in. Looking at customer retention and engagement, Apple has topped numerous categories including tablets, smartphones and laptop computers. Apple has been recognized as a leading player in online music, through its subsidiary Beats by Dr. Dre as well. According to Brand Keys which has pegged Apple as the market leader, customer expectations of products are rising dramatically and brands have to think and innovate constantly to keep up.

In fact, Apple sits on USD 222.12 billion as the most valuable tech company across the world. Apple has surpassed market leaders in terms of market value.


Thus, when it comes to client retention and building customer loyalty, the product and quality centred techniques used by Microsoft and Apple help these leading IT brands to sustain their growth momentum and power their businesses for profits. 

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