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After-sale control capacity does not match the price

2019-4-29 14:12| 发布者: 左二爷| 查看: 152| 评论: 0|来自: 四川耍耍网www.scshuashua114.com

摘要: Recently, Apple supported the official Weibo official announcement. In Apple's view, this is a way to get closer to consumers, but unexpectedly triggered consumer complaints.The company's official mic ...
Recently, Apple supported the official Weibo official announcement. In Apple's view, this is a way to get closer to consumers, but unexpectedly triggered consumer complaints.

The company's official microblog, "Apple Support," has more than 160,000 followers and has posted three items on the first day of its launch. However, each one has been "besieged" by fans, according to the Securities Daily. A large number of fans went to the comments area to complain about the iPhone XR black screen, input method Carton, iPhone X flash back, signal problems, headphone failure, and other issues. At the same time, there are many fans complaining about the poor after-sale experience, slow handling of customer service problems, and Prevarication.
Apple's troubles go beyond that. It is understood that in the face of the decline in sales, Apple is currently caught in a series of consumer class action lawsuits, involving facial recognition, iPhone dormancy / wake up key defects, etc., it also faces dissatisfaction from shareholders.
Industry insiders believe: "At present, whether Apple officials have been vexed by fans or they have been sued by users, it is the concentration of user emotions caused by Apple's over-strength in the past. Previously, Apple was full of confidence in its products, complaints against consumers, and other responses were slow. The distance between the conversation with users was relatively long, and even it was discussed and encountered in class lawsuits on Weibo today. At the same time, these events also reflect the extreme lack of localization, product quality and design flaws in Apple in China. Apple should seriously reflect on its huge internal problems. "
Consumer complaints have no door to collective catharsis
Apple is accused of being rigid and arrogant after sale
In recent days, Apple has also hit the high profile of the official microblog, but encountered an embarrassing situation: since the launch of the online, a total of three microblogs, harvested 160,000 fans. Of the 14,000 fan messages on the first Weibo, more than 80 % were consumer complaints and questions, but Apple officials almost responded to them one by one.

The official, seen as the first official channel for foreign users to communicate products and feedback since Apple's phone was born, is now the only channel for consumer complaints.
Sunyanbiao, Dean of the first mobile phone industry research institute, said: "Apple has opened an official and complied with the current situation in the Chinese industry and established communication channels with fans. However, Apple's original after-sales service system is too old-fashioned, making it impossible for Chinese consumers and Apple officials to communicate directly. At the same time, Apple's handling of consumer complaints after sales has a certain degree of Prevarication and arrogance, resulting in the opening of the official micro-opening, causing consumers to vent on the past. The incident also reflects the fact that Apple still has a large base of users in China, but Apple's mobile phone has a long life cycle and more problems are constantly being exposed and happening. "
According to industry insiders, "From the perspective of consumers, Apple's after-sales personnel are more powerful and the system is more rigid. Many users complain that there is no door, and the problems are exchanged after the sale, and Apple has not properly appeased users in time. The problems that have accumulated are now concentrated, which shows that there are many problems with Apple's after-sale system. At the same time, Apple's mobile phone sales have been higher, but the rate of complaints from users is also higher, reflecting the decline in the quality of Apple's mobile phone. "
While Apple's products maintain a share of the domestic market, its products and services continue to be problematic. In recent years, questions about Apple's products and services have become a hot spot for consumer complaints.
According to the statistics of the Shanghai Municipal Consumer Protection Commission, in 2016 and 2017 alone, it received a total of 4,021 complaints and 2,615 complaints, including battery quality, accidental shutdown, stolen accounts, and after-sales service.
Zhangjinyang, chief analyst of the Oveyun mobile phone industry chain, said: "The problems caused by the fact that the iPhone XR, iPhone XS, and other generations of Apple have fully used the Intel band are indeed evidence of the decline in the quality of the iPhone. It also reflects the weakening of Apple's ability to manage its supply chain in the face of the impact of the domestic Android camp. After Apple's official launch, there were a large number of complaints in the comment area. On the one hand, the number of iPhone single-model users was extremely large. On the other hand, it was mainly because Apple's mobile phone still had high-frequency quality problems at such high prices and could not meet consumers 'high expectations.. "
Multiple lawsuits against consumers and shareholders
Apple's multiple problems are erupting.
Beyond that, Apple is in trouble, and it has faced multiple lawsuits in several countries. In the United States, a large number of consumers have initiated lawsuits against Apple, and consumers or rights groups have accused Apple of intentionally withholding information and undermining consumer property rights. At the same time, Apple is also caught in a class action lawsuit due to alleged defects in the iPhone dormancy / wake up button. Many iPhone models are involved.
The lawsuit pointed out that Apple allegedly sold the iPhone with a defect in the dormancy / awakening key and deliberately concealed the product from consumers and demanded that they compensate for the corresponding losses.
Previously, Apple had at least three class actions due to the MacBook Pro butterfly keyboard design, and Apple once again caused a class action lawsuit because of the Apple Watch smartwatch.
In addition to facing allegations from the outside world, Apple is also constantly fighting in the interior, and it even attracts dissatisfaction from shareholders.
Recently, Apple shareholders filed a lawsuit against existing Apple executives, the lawsuit pointed out that Apple executives "breach of credit responsibility, mismanagement, resulting in corporate waste, contrary to the responsibility of honest service." Counsel for the plaintiff said the defendant, including jobs and cook, led the company to violate antitrust laws by issuing false and misleading statements of financial representation that lowered employee wages. Apple is also facing class-action lawsuits from employees.
Mr Zhangjinyang said: "While Apple's price-earnings ratio is currently only about 16 times, its market cap is close to a trillion dollars. If Apple continues to rely on hardware as a source of growth, its future growth as the world's biggest company by market capitalisation is worrying. As a result, if Apple's sales fall, expectations of its future growth will change dramatically, potentially causing losses to shareholders and dissatisfaction among shareholders and employees. "
"Behind these lawsuits is a reflection of Apple's 'hardware anxiety': the desire to make sales and profits on the hardware side. This requires a huge amount of money, genius, and absolute control over consumer psychology. It is obviously impossible to achieve this on the basis of hardware. At the same time, Apple product quality problems, after-sale system, internal governance and other issues are also erupting. While Apple has been pushing for software and content services recently, it will not change the status quo in the short term. Therefore, the decline in Apple's sales will cause such a huge reaction, which is also related to the support for class action in the U.S. judicial environment. "

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