According to a recent survey by J.D. Power and Associates, efficiently handling transfers during customer care phone calls is critical in driving wireless customer care performance. On average, wireless carriers that quickly and seamlessly transfer their customers from automated systems to live representatives during calls for service outperform carriers that handle the process less efficiently, according to the recently released 2009 Wireless Customer Care Performance Study—Volume 1. Also, a quick and easy transaction, either by way of an automated response system or a live representative—but not a combination of both—during service calls is critical in satisfying wireless customers.
“As customers are offered increasingly complex phones and service plan options, they tend to rely more on their wireless carriers for support and advice,” said Kirk Parsons, senior director of wireless services at J.D. Power and Associates. “In order to improve or maintain satisfaction levels, carriers should ensure that their automated systems can either quickly answer customer questions or efficiently identify those users who need to speak directly with a representative based on the type of problem they are trying to resolve.”
Highlights from the study include:
- Three point-of-contact methods were studied: telephone calls with a service representative and/or automated response system (ARS); visits to a retail wireless store; and on the Web.
- 64 percent of customer care contacts are handled through the telephone channel.
- More than half of customers who make a phone call for service are initially prompted by an automated response system, and then transferred to a live service representative.
- Wireless customers who experience this process are less satisfied, on average, than customers who were able to resolve their problem by using only the automated response system, or being directly connected to a service representative.
- T-Mobile ranks highest in wireless customer care performance with an index score of 755 on a 1,000-point scale, followed by Verizon Wireless (749) and Alltel (744).
