2013 Vacuum Customer Experience Benchmark Study Results
Customer satisfaction with canister vacuum cleaners is slightly higher than customer satisfaction with upright vacuums, according to the recently released J.D. Power and Associates 2013 Vacuum Customer Experience Benchmark Study.SM Now in its second year, the study measures satisfaction with upright and canister vacuums--a new segment to the study this year--by examining six key factors: Performance; Ease of Use; Features; Styling; Price; and Warranty. The benchmark study is designed to aid customers with purchase decisions and to assist manufacturers in their efforts to meet customer needs.
Satisfaction scores for 13 brands of upright vacuums and 10 brands of canister vacuums are similar. The upright vacuum segment average is 752 (on a 1,000-point scale), compared with 756 for the canister vacuum segment.
For a second straight year, Miele (816 points) ranks highest in customer satisfaction in the upright segment, performing particularly well in Styling, Performance, and Features. Dyson (810) follows Miele in the upright vacuum segment, achieving high scores in Ease of Use and Warranty.
With an index score of 805, Miele also ranks highest in the canister segment, performing particularly well in Ease of Use, Performance, and Features. Dyson (789) follows Miele, performing well in Styling. Shark earns among the highest scores in Price for both upright and canister models, and performs above average in each segment on price.
"While customers of both upright and canister vacuums place a high importance on performance and ease of use, upright vacuum customers are more price-sensitive," said Christina Cooley, senior manager of the home improvement industries practice at J.D. Power and Associates. "However, it is interesting to note that across the study, there is only a $23 gap between the average prices of canisters ($244) and uprights ($221)."
Suction power is the highest-rated attribute in both segments, and is the only attribute to receive a rating above 8 (on a 10-point scale).
"The majority of brands deliver on the basic operational function of the vacuum itself," said Cooley. "This creates an opportunity for both upright and canister brands to differentiate themselves in the areas of ease of use and other value-added features of their vacuums."
Of the owners surveyed, 3% of upright vacuum purchasers say they had problems with their product in the first year of ownership. That number rises to 4% for purchasers of canister models.
J.D. Power and Associates offers the following tips to consumers who are shopping for a vacuum cleaner:
The 2013 Vacuum Customer Experience Benchmark Study is based on responses from more than 5,000 customers who purchased an upright vacuum and/or a canister vacuum from February 2012 to February 2013.
Additional Research:
Satisfaction scores for 13 brands of upright vacuums and 10 brands of canister vacuums are similar. The upright vacuum segment average is 752 (on a 1,000-point scale), compared with 756 for the canister vacuum segment.
For a second straight year, Miele (816 points) ranks highest in customer satisfaction in the upright segment, performing particularly well in Styling, Performance, and Features. Dyson (810) follows Miele in the upright vacuum segment, achieving high scores in Ease of Use and Warranty.
With an index score of 805, Miele also ranks highest in the canister segment, performing particularly well in Ease of Use, Performance, and Features. Dyson (789) follows Miele, performing well in Styling. Shark earns among the highest scores in Price for both upright and canister models, and performs above average in each segment on price.
"While customers of both upright and canister vacuums place a high importance on performance and ease of use, upright vacuum customers are more price-sensitive," said Christina Cooley, senior manager of the home improvement industries practice at J.D. Power and Associates. "However, it is interesting to note that across the study, there is only a $23 gap between the average prices of canisters ($244) and uprights ($221)."
Suction power is the highest-rated attribute in both segments, and is the only attribute to receive a rating above 8 (on a 10-point scale).
"The majority of brands deliver on the basic operational function of the vacuum itself," said Cooley. "This creates an opportunity for both upright and canister brands to differentiate themselves in the areas of ease of use and other value-added features of their vacuums."
Of the owners surveyed, 3% of upright vacuum purchasers say they had problems with their product in the first year of ownership. That number rises to 4% for purchasers of canister models.
J.D. Power and Associates offers the following tips to consumers who are shopping for a vacuum cleaner:
- When considering an upright or canister vacuum, focus on your needs. Based on the layout of your home, floor types, and specific needs (e.g., pets and allergies), determine which type and brand of vacuum will be best for you.
- There is a significant price difference across brands. Rather than making a quick decision for the short term, invest in a vacuum for the long term to ensure your needs are met and to maximize the cost of use over time.
- Do not assume a vacuum with more features is necessarily better. It is more important to purchase a vacuum that performs well and meets your specific needs.
The 2013 Vacuum Customer Experience Benchmark Study is based on responses from more than 5,000 customers who purchased an upright vacuum and/or a canister vacuum from February 2012 to February 2013.
Additional Research:
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