Apple Support

Key user pain points

Amit Yalwar

App Store Reviews

• Scraped all <=3 star reviews in the last 18 months 
• Extracted the key user concerns in each review
• Identified major themes

Source Data

Takeaways

• Product complaints affect customer satisfaction with the Support App

• Several customers reporting App related issues

• Chat support likely very effective

  • <1% of critical reviews call out Chat 

Double click into App Issues

Key Pain Points

• Several issues after OS updates, especially on older devices
• Payment issues
  • Refunds
  • Failed payments
• UX issues
  • Complex navigation for simple answers
  • Long wait times to connect with a rep
  • Password reset for others doesn't have options recommended by the rep