News Column

J.D. Power Reports: Customer Satisfaction and Future Loyalty Greatly Improve When Device Features Are Demonstrated during the Retail Transaction

August 27, 2014



By a News Reporter-Staff News Editor at Telecommunications Weekly -- When retail sales representatives demonstrate cell phone or tablet service and features to wireless customers prior to purchase, satisfaction improves considerably and the propensity to visit the same retailer again doubles, according to the J.D. Power 2014 Wireless Purchase Experience Full-Service Study(SM)--Volume 2 and the J.D. Power 2014 Wireless Purchase Experience Non-Contract Study(SM)--Volume 2, both released.

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Now in their 11th year, the semiannual studies evaluate the wireless purchase experience of customers using any one of three contact channels: phone calls with sales representatives; visits to a retail wireless store; and online. Overall customer satisfaction with both full-service and non-contract carriers is measured across six factors (in order of importance): store sales representative; website; store facility; offerings and promotions; cost of service; and phone sales representative.

"There is strong incentive for wireless service carriers to encourage their sales representatives to offer service and feature demonstrations to prospective cell phone and tablet customers. Not only does this increase the likelihood that customers will select the right device for their needs, it proactively answers questions that may otherwise arise after the sales transaction," said Kirk Parsons, senior director of telecommunications at J.D. Power. "Identifying the types of features and services a customer is seeking at the point of purchase can reduce future callbacks to customer care, while improving the overall customer experience and long-term loyalty."

Overall satisfaction among wireless full-service customers who made a recent sales transaction is 792 (on a 1,000-point scale) and is 783 among non-contract wireless customers. AT&T ranks highest among full-service carriers, with an overall score of 801, followed closely by T-Mobile with a score of 796. Boost Mobile (800) ranks highest among non-contract carriers, followed by MetroPCS (793) and Virgin Mobile (791).

Keywords for this news article include: J.D. Power.

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Source: Telecommunications Weekly


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