Alphabet (Google) stands top of a new assessment of companies in the tech sector based on customer loyalty. In second place is Intel. Although standing third with the top customer loyalty in technology poll, Apple scores high in some areas. This includes having the highest number of support and complaint-related searches than any other tech company at 1.2 million average monthly searches. This is as assessed against different metrics.
Apple has the strongest financial score and social media presence compared to other companies, with the most YouTube, TikTok, and Instagram followers. Alphabet (Google) customers rank as the most loyal in the Fortune 100; Intel places second ahead of Apple and Microsoft.
As the above outcomes indicate, the fight for customer loyalty in technology is fierce. Top brands like Apple and Google have created legions of advocates and developed close-knit ecosystems and blockbuster events, such as the upcoming iPhone 15 announcement, making it hard for customers to consider leaving.
B2B Marketplace DesignRush created the Customer Loyalty Index, which looks at the biggest U.S. tech companies among the Fortune 100, with Apple placing third behind Alphabet (Google) and Intel.
Loyalty is evaluated through six equally weighted pillars: company finances, average rating and volume of reviews, Net Promoter Score (NPS) of reviews, social media following and engagement, the number of customer service-related Google searches, and YouGov popularity. These represent some of the metrics that can be drawn upon to assess why consumers or other businesses are attracted to a given brand.
The outcome is:
| Rank | Company | Finances | Reviews | NPS | Social Media | Customer Service | YouGov Popularity | Overall |
| 1 | Alphabet | 70 | 79 | 83 | 78 | 23 | 98 | 72 |
| 2 | Intel | 37 | 42 | 70 | 66 | 72 | 84 | 62 |
| 3 | Apple | 80 | 61 | 41 | 84 | 19 | 86 | 62 |
| 4 | Microsoft | 78 | 38 | 34 | 72 | 30 | 88 | 57 |
| 5 | IBM | 34 | 34 | 48 | 57 | 74 | 75 | 54 |
| 6 | Meta | 51 | 50 | 36 | 72 | 29 | 70 | 51 |
| 7 | Cisco | 40 | 32 | 39 | 55 | 80 | 47 | 49 |
| 8 | HP | 24 | 40 | 16 | 55 | 35 | 94 | 44 |
| 9 | Dell | 30 | 38 | 22 | 53 | 33 | 87 | 44 |
As indicated above in the table, Alphabet leads with a 71.9 out of 100 score. The technology firm excelled in five metrics, with its customers ranking most loyal in the Fortune 100. The highest scores came from reviews, NPS, social media, and YouGov ratings; the lowest was customer service.
In relation to Alphabet’s standing, Google’s average customer review is 3.1 stars at the time of writing, the most positive of all tech companies. Its NPS rating of 23 was the best overall. Over half of its 6,000-plus reviews are five stars. According to YouGov, Google’s 73 percent popularity rating is the highest. However, Google’s customer service rating ranks below average, with over 335,000 monthly customer service and support searches, the second-highest behind Apple, and the most complaint searches.
In contrast, Dell Technologies takes the last place, receiving a 43.7 score. Dell took the last spot after scoring last for social media and second last for finances and customer NPS. Dell’s 3.6 million social media followers is one of the lowest, though its 0.12 percent engagement rating was average. It is also the only tech company without an official TikTok account. Trustpilot data reveals an average 1.3-star rating according to over 2,500 reviews, with an NPS of -84. Dell’s best scores came from its popularity rating of 65 percent, ranking fourth and fifth-best customer service score.
