APPLE WINS IN CUSTOMER EXPERIENCE TOO

In a separate ranking based on the Global Customer Experience Management Survey from , Apple topped the list of most admired technology companies by customer experience experts. Amazon and Zappos finished second and third.

"Apple has married all the elements of its experience and connected with its customers in a deeply emotional, irrational way," said Steven Walden, senior head of research and consulting at Beyond Philosophy, in a statement. "Well-established CRM technologies allow [Apple, Amazon and Zappos] to use the data they collect to deliver a highly-personalized experience. But there’s something more inherent to the way these leaders deliver the experience; they use the copious data they collect to truly understand customers and their motivations in order to deliver a satisfying experience in a meaningful way."

The survey found that HP has seen the greatest allocation of resources to customer experience over the past year.

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