Wireless Carriers are doing a much better job in meeting customer satisfaction needs due to their investments in unassisted customer care channels, according to a new report from J.D. Power.
In its 2020 U.S. Wireless Customer Care Full-Service Performance Study, the research firm said that the best wireless customer care experiences are increasingly becoming those that involve only one human being – the customer.
In the most recent report, T-Mobile was the top-ranking full-service carrier with a score of 848. Verizon Wireless (817) ranked second and AT&T (793) ranked third. The full-service segment average was 805.
J.D. Power Wireless Customer Satisfaction
Metro by T-Mobile was the top-ranking non-contract full-service carrier, with a score of 821 in the J.D. Power wireless customer satisfaction research. Boost Mobile and Cricket ranked second in a tie with a score of 815. The segment average was 809.
For non-contract value carriers, Consumer Cellular ranks highest with a score of 888. Straight Talk Wireless (771) ranks second and TracFone (751) ranks third. The segment average is 795.
The last several years of investment by wireless carriers in mobile apps, websites, and online videos have yielded improvements in unassisted customer care, noted the authors of the J.D. Power wireless customer satisfaction study. Meanwhile, the satisfaction gap between assisted and unassisted care is narrowing, accompanied by an increase in usage among younger generations in unassisted care channels.
“It’s become crystal clear in our data that wireless customers—particularly younger customers under age 35—appreciate being able to help themselves whenever they want, without having to wait for a customer service representative or talk to someone on the phone,” said Ian Greenblatt, managing director at J.D. Power, in a prepared statement about the J.D. Power wireless customer satisfaction research. This is foundational for network operators who can receive upwards of 100 million customer service calls per year. With an average cost per call of about $9 to $12, the ability to migrate customers to self-service channels without compromising customer satisfaction is a critical advantage for those who get the formula right.
In a J.D. Power study released last month, Verizon was ranked as the carrier with the fewest wireless service problems, as Telecompetitor reported.