Microsoft: X360 Brand Not Hurt by Hardware Failure Rate

The Xbox 360 has seen much troubled times, having had poor build quality that led to Microsoft extending the warranty on the system which cost them a cool billion dollars. However, Robbie Bach, president of entertainment and devices, believes that the Xbox 360 brand has remained largely intact despite such problems.

“[Damage to the Xbox 360 brand is] something we have absolutely tracked,” Bach told VentureBeat. “The amazing part of that whole situation is that when we look at brand preference, customer satisfaction, willingness to recommend, none of that data has moved through that whole process.”

He admitted that the company takes a long time to fix the console, which is apparently the “no.1 complaint that [he] gets from people.”

“In the ordinary course of something like this, you would expect it to show up in the customer reaction data. We just haven’t seen that,” Bach continued. “It speaks to the fact that they love their games and Xbox Live. Does it frustrate them? Yes. On the other hand, they know we’re taking care of them. People have a certain amount of respect for that.”