J.D. PowerBetter sales efficiency and being able to exceed customer expectations are key attributes contributing to higher satisfaction among full-service wireless customers who have bought service online, according to the J.D. Power “2015 U.S. Wireless Purchase Experience Full-Service Customer Performance Study – Vol. 2” and the “2015 U.S. Wireless Purchase Experience Non-Contract Performance Study – Vol. 2.” Satisfaction among full-service customers who had recently purchased service through an online/website channel purchase increased a significant 22 index points from the Vol. 1 study, to 814. That was the largest improvement among the three customer channels included in J.D. Power’s Vol. 2 report.

J.D. Power’s semiannual studies of the wireless purchase experience cover the experiences of wireless customers across three channels: phone calls fielded by sales reps, visits to retail shops, and website visits. Assessment of customer satisfaction is based on six criteria. In order of importance these are: store sales reps; phone sales reps; store facility; website; offerings and promotions; and cost of service.

Satisfaction among customers who had made purchases via sales reps via phone increased modestly, rising from 796 to 805. Meanwhile, satisfaction among customers who had made a purchase via a retail shop sales rep increased one index point, to 799.

Advertisement

Wireless Purchase Experience
AT&T ranked highest among wireless full-service carriers with an overall score of 804. AT&T performed particularly well on four of the six purchase experience factors, including offerings and promotions and phone sales representative factors, J.D. Power highlights.

Boost Mobile ranked highest among wireless non-contract carriers, finishing with an overall index score of 796. Store facility, website and phone sales reps were strong categories for Boost.

Overall satisfaction with the websites of non-contract carriers dropped 7 index points to 802 from the last report. The reason full service customers’ website satisfaction increased while that of non-contract customers declined relates largely to how long it takes to complete a purchase transaction, J.D. Power said.

“The study shows a direct correlation between an efficient sales transaction process and improving satisfaction with the overall website purchase experience,” commented Kirk Parsons, senior director and technology, media & telecom practice leader at J.D. Power.

“Full-service customers who make purchases on websites are finding it much easier to complete their transaction. This is largely because full-service carriers have invested heavily in self-service and online channels to make the overall sales experience more enjoyable and efficient.”

Other report highlights include:

  • Overall satisfaction among wireless full-service customers improved to 797, up 7 points from the 2015 Vol. 1 report. Among non-contract wireless customers overall satisfaction rose to 785, up 7 index points.
  • While 42 percent of full-service customers indicate they made their most recent purchase in a wireless retail store; 26 percent used the phone; and 33 percent did so online. In contrast, 61 percent of non-contract customers indicate their most recent purchase transaction occurred in a store, and only 35 percent indicate that it was via phone.
  • The average total time full-service customers spent completing a sales transaction in a store is approximately 51 minutes—a decrease of approximately 3.0 minutes from 2015 Vol. 1 study. In comparison, customers making a purchase from non-contract carriers spend an average of just 42 minutes in a retail store.
  • The percentage of full-service customers who say they experience “no pressure” during the retail sales transaction declined to 65 percent in 2015 Vol. 2 from 76 percent in the Vol. 1 study.

Join the Conversation

Leave a Reply

Your email address will not be published.

Don’t Miss Any of Our Content

What’s happening with broadband and why is it important? Find out by subscribing to Telecompetitor’s newsletter today.

You have Successfully Subscribed!