We used every available resource to track down as many AirPod
owners as we could. In the end, we found 942 people willing to
take our study and share their thoughts on Apple’s latest product.
The big story is customer satisfaction with AirPods is extremely
high. 98% of AirPod owners said they were very satisfied or
satisfied. Remarkably, 82% said they were very satisfied. The
overall customer satisfaction level of 98% sets the record for the
highest level of satisfaction for a new product from Apple. When
the iPhone came out in 2007, it held a 92% customer satisfaction
level, iPad in 2010 had 92%, and Apple Watch in 2015 had 97%.
While the overall satisfaction number is remarkable, a second
question we asked of these owners stood out even more. We used a
standard benchmark question called a Net Promoter Score, which
ranks a consumer’s willingness to recommend the product to others.
This ranking is on a scale of 0 to 10 with 10 being extremely
likely to recommend and 0 being not likely at all to recommend. It
was this number that surprised me. Apple’s Net Promoter Score for
AirPods came back as 75. To put that into context, the iPhone’s
NPS number is 72. Product and NPS specialists will tell you
anything above 50 is excellent and anything above 70 is world
class. According to Survey Monkey’s Global Benchmark of over
105,000 organizations who have tested their NPS, the average is an
NPS of 39.
If only they weren’t still backordered by 6 weeks.