Apple,

Inc.
To:

Apple Employees

From:

Ms. Smith, Director of Operations

CC:

Date:

2/12/2015

Re:

Customer Satisfaction

Hello team,

We have an opportunity to increase our level of awareness, specifically regarding customer satisfaction.
We have recently implemented a software called NVivo, which is a coding mechanism designed to help
us filter and categorize our customer complaints. To assist us in identifying our primary complaints out
on our complaint forum site, we have coded them into three main categories:

Characterization: specific issues with the product itself

Referral: complaints that should be referred to a specific dept to be addressed

Messaging: pertains to the way our company (product, service, etc.) is being presented


Additionally, we have created sub-codes within the categories to further specify exactly what the
concern is. For example, within Messaging we have a sub-category for Communication. We believe this
will allow our team to drill down to the exact concern hidden within our many complaints.

In reviewing the final data, there are of course minor product specific issues which we will refer to the
respective departments in order to address, repair and replace as needed. However the resounding
message from the customer complaint forum, as soon through this NVivo coding process, is that our
customers struggle with accessing our customer service teams. We have failed at creating a clear path
for customers to access us when they need help, and in turn have created an even larger issue. The
overall message which is negatively affecting us is that we have lacking customer service. We believe

from the point that our customers reach us, the service provided at that point is not lacking. By doing
nothing, we have allowed a message to be created about the Apple brand that says we do not care
about our customers. Each time a customer fails to reach us with a question, concern or issue, we are
unintentionally strengthening this message. So the challenge we are faced with is identifying how we
can be more accessible to our customers.

We are tasking the Customer Service Department leadership with this and have called for a resolution
proposal to be submitted by Feb 27. We would like to see details on new customer service channels
from our website that directly feed to your queue, not into the complaint forum. We also need to see
the flow chart of customer service phone calls and online submissions, from point of receipt through the
path until resolution. Continue using NVivo moving forward to monitor and code customer complaints.
This will also help us understand if the measures taken this month are working to resolve this larger
issue.

Thank you,

Alpha Smith

Ms. Alpha Smith
Director of Operations
Apple, Inc.