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High Customer Satisfaction in the Computers Making Field

A recent survey showed that computer makers reached this year their highest level in customer satisfaction in more than 10 years. Google is leading among major Web portals, as it has led the sector since 2002. The study showed that the overall score of computer makers rose 4 points in the 100-point scale to 77, the highest one since 1994. The score of Apple Computer jumped 2.5 points to a record 83, taking the company into the top 15 percent of all companies measured by the university.

Dell, which is battling a five-year low in stock prices and has been failing to meet Wall Street expectations, managed to raise its index 5.4 points to 78, which shows that better times may be ahead.

Claes Fornell, head of the ACSI at the University of Michigan, said in a statement: "It can be difficult to combine a cost efficiency strategy with superior customer service, but Dell`s early results are headed in the right direction. Short-term profits are almost always adversely affected when a company invests heavily in improved customer service. For Dell, the key will be sales growth, but not necessarily short-term profit growth."