Wireless customers transacting business in retail locations have become increasingly satisfied with the experience, even more so if that business is with Sprint Nextel, according to a new report from J.D. Power and Associates.
The consumer survey found that overall satisfaction among “full-service” wireless customers who conducted a recent retail store transaction increased significantly from 754 points last year to 774 points this year on J.D. Power’s 1,000 point scale. Transactions conducted through phone calls or Web sales remained relatively flat year-over-year.
The survey found that in-store transactions have seen improvements total transaction times, especially in the time measured from when a customer walks into a store and when they are greeted by an employee. J.D. Power noted that this has resulted in increased loyalty to carriers.
“The study shows a direct correlation between an efficient sales transaction process and improving satisfaction with the overall retail experience,” explained Kirk Parsons, senior director of wireless services at J.D. Power and Associates. “Customers who make purchases in retail stores have the opportunity to touch handsets and accessories and see the pricing associated with each, something not possible over the phone or on the Web. In addition, carriers have invested heavily in the retail store environment in merchandising, store upgrades and staff training to make the overall sales experience more enjoyable and efficient.”
Amongst carriers, Sprint Nextel far outscored its opposition in the survey, garnering an index score of 775 points, and was the only “full-service” carrier to score above the segment average. Verizon Wireless was No. 2 in the ranking with a score of 763, followed by AT&T Mobility at 761 and T-Mobile USA at 752.
Among prepaid providers, Tracfone Wireless bested its rivals with an index score of 763, well ahead of a tie at No. 2 between Boost Mobile and MetroPCS with scores of 758. Oddly, Tracfone’s two other offerings under the StraightTalk and Net10 labels scored last in the survey with index scores of 728 and 727 respectively.
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