J.D. Power: Dyson, Miele Vacuums Rank High In Customer Satisfaction

According to the J.D. Power 2016 Vacuum Satisfaction Study, Dyson ranked highest in the upright vacuum segment and Miele ranked highest in the canister vacuum segment, with customer satisfaction for each brand driven primarily by vacuum performance.

J.D. Power’s survey stated that the consumer’s overall satisfaction in the upright segment is 802, up from 794 in 2015, and increased to 787 from 783 in the canister segment. By segment, performance satisfaction also rose for upright vacuums to 821 from 812 in 2015 and to 810 from 806 for canister vacuums.

“Customer satisfaction with both canister and upright vacuums increases year over year. However, the vacuum product segment lags in terms of overall satisfaction relative to other products measured in the at-home practice at J.D. Power,” said Greg Truex, senior director of the at-home practice at J.D. Power. “Vacuum manufacturers need to be proactive in product design because consumer expectations are continually changing. They also should provide compelling and accessible content about their products to satisfy savvy consumers who research a brand prior to purchase. Customer satisfaction is higher when they research a vacuum before buying it.”

According to the study, nearly half (49%) of upright vacuum customers research brands prior to visiting a retailer, compared with 61% of canister vacuum customers. Satisfaction levels are significantly higher among both upright (821) and canister (806) vacuum customers when they research brands before visiting a retailer, compared to when they do not (786 and 760, respectively). Among “delighted” customers with satisfaction scores of 901 and above, 72% of upright vacuum customers and 73% of canister customers said they “definitely will” repurchase the brand, compared with the study averages of 32% and 31%, respectively.

Additionally, 79% of “delighted” upright vacuum customers and 76% of canister customers said they “definitely will” recommend the brand to others, compared with the study averages of 39% and 37%, respectively.

The 2016 Vacuum Satisfaction Study measured satisfaction with upright and canister vacuums by examining six key factors of the experience: ease of use; features; performance; price; styling/appearance; and warranty. The study is based on responses from 4,812 customers who purchased an upright or canister vacuum within the previous 12 months.