T-Mobile, Cricket, and Consumer Cellular, Rank Highest for Purchase Experience in Respective Segments —
Customers who had a store representative take the time to explain network coverage have significantly higher satisfaction scores with their overall purchase experience (894 on a 1,000-point scale) compared with those who had a representative that did not take the time (796), according to the J.D. Power 2020 U.S. Wireless Purchase Experience Full-Service Performance StudySM—Volume 1 and the J.D. Power 2020 U.S. Wireless Purchase Experience Non-Contract Performance StudySM—Volume 1.
"There’s a major opportunity for increased satisfaction within the factor of cost of service, as customers who did not fully understand their network gave a lower satisfaction rating," said Ian Greenblatt, Managing Director at J.D. Power. "Carriers that enable their front-line retail representatives to show customers what advantages and services they are getting with the network will almost certainly see improvement in overall satisfaction and cost of service satisfaction."
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For full-service carriers, T-Mobile ranks highest with a score of 863. Verizon Wireless (838) ranks second, and AT&T (837) ranks third.
For non-contract full-service carriers, Cricket ranks highest with a score of 855. Boost Mobile (851) ranks second, and Metro by T-Mobile (843) ranks third.
For non-contract value carriers, Consumer Cellular ranks highest with a score of 881. Straight Talk (829) ranks second, and TracFone (825) ranks third.
Now in the 17th year of publication, the U.S. Wireless Purchase Experience Full-Service Performance Study and U.S. Wireless Purchase Experience Non-Contract Performance Study are based on responses from 13,678 customers who use any 1 of 3 purchase channels and evaluate the wireless purchase experience of: phone calls with sales representatives; visits to a retail wireless store; or online/website. Overall purchase experience satisfaction with both full-service and non-contract carriers is measured in six factors (in order of importance): store sales representative; website; phone sales representative; offerings and promotions; store facility; and cost of service. The studies were fielded from July through December 2019.
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For more information about this report, please visit https://www.jdpower.com/business/press-releases/2020-us-wireless-purchase-experience-performance-studies%E2%80%94volume-1
About the Author: J.D. Power is a global leader in consumer insights, advisory services and data and analytics. For more information about the U.S. Wireless Purchase Experience Studies, visit https://www.jdpower.com/business/resource/us-wireless-purchase-experience-performance-studies