2013 U.S. Wireless Customer Care Full-Service and Non-Contract Performance Study--Volume 1 Results
Customer satisfaction with their wireless carrier's customer care service is higher among those who subscribe to a mobile data-sharing plan than among customers who subscribe to more traditional service and data plans, according to the recently released J.D. Power and Associates 2013 U.S. Wireless Customer Care Full-Service Performance StudySM--Volume 1 and the J.D. Power and Associates 2013 U.S. Wireless Customer Care Non-Contract Performance StudySM--Volume 1. Now in their 11th year, these semiannual studies offer a detailed report card on how well wireless carriers provide customer service via three contact channels: telephone; walk-in (retail store); and online. The studies me
asure satisfaction and processing issues, such as the efficiency of problem resolution processes and the duration of hold times, in each contact method.
Overall satisfaction among full-service wireless customers who currently subscribe to a mobile data-sharing plan is 778 (on a 1,000-point scale), compared with 750 among those who subscribe to a more traditional service and data plan.
"The higher levels of satisfaction with shared data plans are partially due to the profile of these customers, particularly the early adopters who changed service offerings once the mobile data share plans were offered," said Kirk Parsons, senior director of wireless services at J.D. Power and Associates. "For example, not only are customers with shared data plans more loyal than those without a shared data plan, but they also have a more positive perception of their carrier, in addition to spending approximately $30 more per household overall."
The study finds that full-service customers with mobile data-sharing service plans have contacted their wireless carrier more often during the past 6 months than did those with non-data-sharing plans (51% vs. 42%, respectively); however, full-service customers with mobile data-sharing plans have also spent an average of nearly 1 minute more on hold waiting to speak with a service representative, compared with non-data-sharing plan customers (5.8 minutes vs. 5 minutes, respectively).
"It's not unexpected that customers who change or upgrade to these new mobile data- sharing plans would initially be more likely to contact their carrier with questions or problems, particularly concerning how these service plans may potentially alter usage habits," said Parsons. "It is important to understand that with any major service change, the need for simplicity is paramount. Additional investment is needed in support services to not only handle the increase in the number of customer interactions, but also provide service representatives with the necessary training and information across all contact channels to offer a timely and superior service experience."
Among other key findings of the studies:
MetroPCS ranks highest in overall wireless customer care satisfaction among non-contract carriers, with an overall score of 733. MetroPCS performs particularly well in telephone calls made directly to a CSR.
The 2013 Wireless Customer Care Full-Service Performance Study--Volume 1 is based on responses from 7,332 wireless customers. The 2013 Wireless Customer Care Non-Contract Performance Study--Volume 1 is based on responses from 3,131 wireless customers. Both studies are based on the experiences of current customers who contacted their carrier's customer care department within the past 6 months. The study was fielded from July through December 2012.
Consumer Tips for a Satisfying Wireless Customer Care Experience
Based on the studies, J.D. Power and Associates offers the following consumer tips:
Additional Research:
asure satisfaction and processing issues, such as the efficiency of problem resolution processes and the duration of hold times, in each contact method.Overall satisfaction among full-service wireless customers who currently subscribe to a mobile data-sharing plan is 778 (on a 1,000-point scale), compared with 750 among those who subscribe to a more traditional service and data plan.
"The higher levels of satisfaction with shared data plans are partially due to the profile of these customers, particularly the early adopters who changed service offerings once the mobile data share plans were offered," said Kirk Parsons, senior director of wireless services at J.D. Power and Associates. "For example, not only are customers with shared data plans more loyal than those without a shared data plan, but they also have a more positive perception of their carrier, in addition to spending approximately $30 more per household overall."
The study finds that full-service customers with mobile data-sharing service plans have contacted their wireless carrier more often during the past 6 months than did those with non-data-sharing plans (51% vs. 42%, respectively); however, full-service customers with mobile data-sharing plans have also spent an average of nearly 1 minute more on hold waiting to speak with a service representative, compared with non-data-sharing plan customers (5.8 minutes vs. 5 minutes, respectively).
"It's not unexpected that customers who change or upgrade to these new mobile data- sharing plans would initially be more likely to contact their carrier with questions or problems, particularly concerning how these service plans may potentially alter usage habits," said Parsons. "It is important to understand that with any major service change, the need for simplicity is paramount. Additional investment is needed in support services to not only handle the increase in the number of customer interactions, but also provide service representatives with the necessary training and information across all contact channels to offer a timely and superior service experience."
Among other key findings of the studies:
- More than one-third (41%) of full-service wireless customers whose issue was resolved online used the chat function, an increase of 5 percentage points from the 2012--Vol. 2 study.
- Overall satisfaction is highest when customers use the online chat function to resolve issues (755).
- Satisfaction among non-contract wireless customers whose issues are resolved on the first contact is 801, compared with 555 among those whose issue requires multiple contacts to resolve.
- More than two-thirds (68%) of full-service wireless customers with a smartphone use a mobile application to contact or monitor their carrier for service issues.
MetroPCS ranks highest in overall wireless customer care satisfaction among non-contract carriers, with an overall score of 733. MetroPCS performs particularly well in telephone calls made directly to a CSR.
The 2013 Wireless Customer Care Full-Service Performance Study--Volume 1 is based on responses from 7,332 wireless customers. The 2013 Wireless Customer Care Non-Contract Performance Study--Volume 1 is based on responses from 3,131 wireless customers. Both studies are based on the experiences of current customers who contacted their carrier's customer care department within the past 6 months. The study was fielded from July through December 2012.
Consumer Tips for a Satisfying Wireless Customer Care Experience
Based on the studies, J.D. Power and Associates offers the following consumer tips:
- When adopting a new technology, you can generally expect to encounter problems that will entail contacting the carrier, whether online, by phone, or in person.
- You may often save time by consulting the carrier's website for help. Many customers find online chat an especially efficient method of solving problems and getting questions answered.
- When choosing a carrier, make sure its technology is proven and that the carrier provides effective customer service.
Additional Research:
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