More than three in ten consumers – 31% — who purchased mobile service from a network operator during the past three months say that plan features and pricing are not easy to understand, according to J.D. Power. And that has a big impact on consumers’ overall mobile purchase experience.
“With the variable components to a mobile network plan, maintaining clear and concise verbiage can be the difference between a positive or negative purchase experience,” J.D. Power Managing Director Ian Greenblatt said in a press release. “Consumers that believed their plan features and pricing to be easy to understand had a significantly higher level of satisfaction than those who did not. Adjusting marketing materials and fully versing the sales teams with simpler, more conversational terms could be the push that network operators need to boost satisfaction.”
The Mobile Purchase Experience
T-Mobile offered the best mobile purchase experience with 813 points (out of 1,000 possible points) among mobile network operators, according to J.D. Power. It was followed by AT&T (780 points), Verizon Wireless (744 points) and Sprint (725 points). The segment average was 766 points.
Metro by T-Mobile led among mobile virtual network operators with 834 points. It was followed by Spectrum Mobile (826 points), Xfinity Mobile (824 points), Cricket (816 points) and Boost Mobile (814 points). The segment average was 823 points.
Consumer Cellular led among value mobile virtual network operators with 882 points, the highest score in the three categories. It was followed by TracFone (846 points) and Straight Talk (816 points). The segment average was 850 points.
T-Mobile, Metro by T-Mobile and Consumer Cellular have been tops in other J.D. Power research as well. Last year, J.D. Power found that T-Mobile was the top ranking full service carrier with 848 points, Metro by T-Mobile was the top ranking non-contract full-service carrier with 821 points and Consumer Cellular was the top non-contract value carrier with 888 points.