Apple Maps and Customer Feedback

Daniel Jalkut writes about one of the less often discussed, but still incredibly frustrating problems with Apple Maps — the “Report a Problem” feature not appearing to... well... do anything:

In order for Apple’s customers to continue “reporting a problem” with Maps, they need to feel that their reports are having some impact. They need to feel respected. Ideally, good reports would lead to timely corrections on a mass level that would benefit all other iOS users. Anecdotally, this is not happening.

I can confirm this to be the case here, too. On day one of iOS 6’s release, I submitted corrections to Maps for a few places in my local area. None of the mistakes I highlighted have been corrected.

Furthermore, back in February, Apple Maps directed me over an hour off-course, wasting valuable time when I was traveling to a music store just before closing time. When I arrived (almost too late), I mentioned this Apple Maps mishap to the owner of the company, who had actually been aware of the issue since day one. He told me that corrections had been submitted by him and multiple customers, all to no avail.

I haven’t used Apple Maps since.

What’s clear is that taking the time to “Report a Problem”, correct the incorrect information in the app and then hit submit is a non-trivial amount of work. Apple seems to be completely ignoring this wealth of user-submitted information, which leads to a very dangerous situation — the most valuable users (those who submit feedback) becoming alienated by the very company their (wasted?) efforts were trying to help.

“Did Apple even see my corrections?” “Haven’t I corrected this before?” “Why does nobody at Apple care that my road is incorrectly named?!” “Why do I even bother telling Apple about these problems if they’re not doing anything about it?”

Daniel has some smart thoughts about how to solve this incredibly frustrating problem — but it’s a difficult challenge to tackle. Even though it’s complex, Apple went ahead and shipped Maps knowing full well how many users they have: there is no excuse for not staffing appropriately to deal with customer feedback, especially when it helps improve your own (admittedly half-baked) product.

The best case scenario for Maps is every single piece of Maps feedback getting logged and checked, with the “true” reports being applied in one huge update. Is that likely? I’m not so sure.