Rep Training and Tenure Crucial to Wireless Purchase Experience Satisfaction, J.D. Power Finds
T-Mobile, Cricket and Consumer Cellular Rank Highest in Respective Segments
Customer satisfaction with wireless purchase experience is declining due in part to wireless carrier representative retention and training challenges, according to the J.D. Power 2022 U.S. Wireless Purchase Experience StudySM—Volume 2, released . In fact, respondents that had a wireless purchase experience in the past six months agree transactions are taking longer to complete and customers feel they’re putting more effort into the process than ever.
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“Staff retention constraints, shorter representative tenure and less training is leading to a longer time to complete the purchase, more perceived effort from the customer and, ultimately, a decrease in satisfaction”
“Staff retention constraints, shorter representative tenure and less training is leading to a longer time to complete the purchase, more perceived effort from the customer and, ultimately, a decrease in satisfaction,” said Ian Greenblatt, managing director at J.D. Power. “As consumers increase their device usage and reliance, the purchase experience becomes that much more important. The study finds that respondents believe they’re paying more and receiving less.”
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Study Rankings
Among mobile network operators, T-Mobile ranks highest for a 10th consecutive volume, with a score of 797.
Cricket ranks highest in the mobile virtual network operators segment with a score of 821. Metro by T-Mobile (810) ranks second and Spectrum Mobile (806) ranks third.
Among value mobile virtual network operators, Consumer Cellular ranks highest for a 13th consecutive volume, with a score of 847.
The study is based on responses from 14,056 customers who use any one of four purchase channels and evaluate the wireless purchase experience taking place via: phone calls; visits to a carrier store; the carrier website; or the carrier’s mobile app. Overall purchase experience satisfaction with both mobile network operators and mobile virtual network operators is measured in two factors: cost and promotions and purchase process. The study was fielded from January through June 2022.
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