Other highlights from the 2009 Wireless Retail Sales Satisfaction Study-Volume 2 include:

• T-Mobile ranks highest in customer satisfaction among major wireless carrier-owned retail stores with a score of 729, performing well in all four factors that drive satisfaction. Alltel (721) and Verizon Wireless (714) follow T-Mobile in the rankings.
• Overall satisfaction with the retail sales process decreases dramatically when certain key activities are not performed by sales staff. For instance, satisfaction is 139 index points lower when a salesperson fails to offer to explain how to operate a phone, which is particularly important among smartphone users and customers who purchase feature-rich handsets.
• Smartphone owners who visit retail stores report spending more than four additional minutes in the store during their most recent visit, compared with owners of traditional handsets.
• Nearly one-half (45%) of wireless customers visit their retailer to upgrade or replace a phone from their current carrier. However, satisfaction is significantly higher than average when retail store visits are to add or subtract a family member (723) or to renew or change a service plan (720).
• Twenty-one percent of retail visits are the result of a previous positive experience with that particular retailer.
• Retail satisfaction is 20 percent lower among customers who report they were pressured during the sales process. The average overall satisfaction score when customers report experiencing no sales pressure is 738, compared with an average of just 616 when customers say they were pressured.

About the Study
Volume 2 of the 2009 Wireless Retail Sales Satisfaction Study is based on experiences reported by 8,637 wireless customers who completed a retail sales transaction within the past six months. The study was fielded between January and June 2009.

For More Information:

• View Wireless Retail Sales Satisfaction Ratings
• View Other Telecom Ratings
• Read more Telecom Articles
• Read the 2009 Wireless Retail Sales Satisfaction Study-Volume 2 Press Release
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