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Small Businesses Experience Significantly Improved Wireless Service and Performance

Satisfaction among small business wireless customers has reached an all-time high, according to the J.D. Power 2022 U.S. Business Wireless Satisfaction Study, released , but still lags in satisfaction behind large enterprise and medium-sized business customers. Small business wireless customers are now receiving more personalized service and dedicated attention from carriers, and it’s paying off in the form of a 33-point increase (on a 1,000-point scale) in year-over-year customer satisfaction.

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“Small businesses have been the outlier in customer satisfaction in the wireless segment, maintaining from relatively flat scores for the past several years as larger businesses have seen steady gains”

“Small businesses have been the outlier in customer satisfaction in the wireless segment, maintaining from relatively flat scores for the past several years as larger businesses have seen steady gains,” said Ian Greenblatt, managing director of technology, media & telecom at J.D. Power. “In the wake of the pandemic, carriers have made a concerted effort to drive more outreach from account representatives and deliver more personalized service to small businesses; this year, we’re definitely seeing that effort pay off in dramatically improved satisfaction scores.”

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Following are some key findings of the 2022 study:

  • Small businesses close gap with large enterprise: The gap in satisfaction this year between large enterprise business customers and small business customers falls to 55 points this year, driven by a 33-point increase in customer satisfaction in the small business segment to 827. Overall satisfaction in the large enterprise segment is 882, down 4 points from a year ago, and overall satisfaction in the medium business segment is 863, up 10 points from 2021.
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  • Dedicated account executives make a huge difference: This year, 29% of small business wireless customers had direct contact with an account representative assigned to their business, up from 19% in 2021. Overall satisfaction scores are 105 points higher when small business customers have direct contact with a dedicated account representative than when they call the general number (772).

Study Rankings

AT&T ranks highest in the large enterprise segment for a second consecutive year, with a score of 886.

T-Mobile ranks highest in the medium business segment with a score of 872. AT&T (864) ranks second.

Verizon Wireless ranks highest in the small business segment for a second consecutive year, with a score of 840. T-Mobile (829) ranks second.

The 2022 U.S. Business Wireless Satisfaction Study measures satisfaction across six factors: performance and reliability; customer service; sales representatives and account executives; billing; cost of service; and offerings and promotions. Overall satisfaction is measured in three key segments: large enterprise (500 or more employees); medium business (20-499 employees); and small business (1-19 employees).

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[To share your insights with us, please write to sghosh@martechseries.com] 

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