JD Power: Wireless reps who invest time with customers see higher satisfaction

TROY—Customers who had a store representative take the time to explain network coverage have significantly higher satisfaction scores with their overall purchase experience (894 on a 1,000-point scale) compared with those who had a representative that did not take the time (796), according to new studies from J.D. Power.

The Troy-based customer experience analysis firm studied both full-service and non-contract wireless firms.

“There’s a major opportunity for increased satisfaction within the factor of cost of service, as customers who did not fully understand their network gave a lower satisfaction rating,” said Ian Greenblatt, managing director at J.D. Power. “Carriers that enable their front-line retail representatives to show customers what advantages and services they are getting with the network will almost certainly see improvement in overall satisfaction and cost of service satisfaction.”

For full-service carriers, T-Mobile ranked highest with a score of 863. Verizon Wireless (838) ranked second and AT&T (837) ranked third.

For non-contract full-service carriers, Cricket ranked highest with a score of 855. Boost Mobile (851) ranked second and Metro by T-Mobile (843) ranked third.

For non-contract value carriers, Consumer Cellular ranked highest with a score of 881. Straight Talk (829) ranked second and TracFone (825) ranked third.

Now in the 17th year of publication, the U.S. Wireless Purchase Experience Full-Service Performance Study and U.S. Wireless Purchase Experience Non-Contract Performance Study are based on responses from 13,678 customers who use any one of three purchase channels and evaluate the wireless purchase experience of: phone calls with sales representatives; visits to a retail wireless store; or online. Overall purchase experience satisfaction with both full-service and non-contract carriers is measured in six factors (in order of importance): store sales representative; website; phone sales representative; offerings and promotions; store facility; and cost of service. The studies were fielded from July through December 2019.

For more information about the U.S. Wireless Purchase Experience Studies, visit https://www.jdpower.com/business/resource/us-wireless-purchase-experience-performance-studies

Established in 1968, J.D. Power has offices serving North America, Asia Pacific and Europe.

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