Satisfaction with the Wireless Purchase Experience Has Improved among Full-Service Customers Purchasing via the Online Channel
AT&T Ranks Highest in Wireless Purchase Experience Performance among Full-Service Carriers;Boost Mobile Ranks Highest among Non-Contract Carriers
WESTLAKE VILLAGE, Calif.: 13 August 2015 — Improvements in sales efficiency and exceeding customer expectations contribute to higher satisfaction among full-service wireless customers who completed a sales transaction online, according to the J.D. Power 2015 U.S. Wireless Purchase Experience Full-Service Performance StudySM—Volume 2 and the J.D. Power 2015 U.S. Wireless Purchase Experience Non-Contract Performance StudySM—Volume 2, both released today.
Now in their 12th year, the semiannual studies evaluate the wireless purchase experience of customers who use any one of three contact channels: 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 across six factors (in order of importance): store sales representative; website; offerings and promotions; phone sales representative; store facility; and cost of service. Satisfaction is calculated on a 1,000-point scale.
The study finds that satisfaction among full-service wireless customers who conducted a recent sales transaction using the online/website channel has increased by a significant 22 index points to 814 from 792 in the last study, 2015 Vol. 1, which is the largest increase for the three channels. In comparison, satisfaction among customers who made a purchase by contacting a sales representative via phone increases modestly vs. the last study (805 vs. 796, respectively) and by 1 point among those who interacted with a retail store representative for their purchase (799 vs. 798).
Among non-contract wireless carriers, overall satisfaction with the website experience declines by 7 points to 802 from 809 in the last study. The length of time it takes to complete the sales process online is one important metric driving the decrease in satisfaction scores between full-service and non-contract carriers. Among full-service carriers, there has been a reduction of nearly 4.0 minutes in total reported transaction time on the website channel (10.9 minutes in 2015 Vol. 2 vs. 14.7 minutes in 2015 Vol. 1). In contrast, among non-contract carriers that report an increase in the average sales transaction time, there has been an increase to 9.0 minutes from 8.4 minutes vs. the last study.
“The study shows a direct correlation between an efficient sales transaction process and improving satisfaction with the overall website purchase experience,” said Kirk Parsons, senior director and technology, media & telecom practice leader at J.D. Power. “Full-service customers who make purchases on websites are finding it much easier to complete their transaction. This is largely because full-service carriers have invested heavily in self-service and online channels to make the overall sales experience more enjoyable and efficient.”
- Overall satisfaction among wireless full-service customers is 797—an improvement of 7 points from the 2015 Vol. 1. Overall satisfaction among wireless non-contract customers is 785—an improvement of 7 points from the 2015 Vol. 1.
- While 42 percent of full-service customers indicate they made their most recent purchase in a wireless retail store; 26 percent used the phone; and 33 percent did so online. In contrast, 61 percent of non-contract customers indicate their most recent purchase transaction occurred in a store, and only 35 percent indicate that it was via phone.
- The average total time full-service customers spent completing a sales transaction in a store is approximately 51 minutes—a decrease of approximately 3.0 minutes from 2015 Vol. 1 study. In comparison, customers making a purchase from non-contract carriers spend an average of just 42 minutes in a retail store.
- Satisfaction among full-service customers who say they experience “no pressure” from their store sales representative exceeds full-service average in the store sales representative factor (829 vs. 799, respectively) and overall (820 vs. 797). The percentage of full-service customers who say they experience “no pressure” during the retail sales transaction declines to 65 percent in 2015 Vol. 2 from 76 percent in the Vol. 1 study.
AT&T ranks highest among wireless full-service carriers, with an overall score of 804. AT&T performs particularly well in four of the six purchase experience factors, including the offerings and promotions and phone sales representative factors.
Boost Mobile ranks highest among wireless non-contract carriers, scoring 796. Boost Mobile performs well in the store facility, website and phone sales representative factors.
The 2015 U.S. Wireless Purchase Experience Full-Service Performance Study—Volume 2 is based on responses from 12,792 full-service wireless customers. The 2015 U.S. Wireless Purchase Experience Non-Contract Performance Study—Volume 2 is based on responses from 4,557 non-contract wireless customers. Both semiannual studies are based on the experiences of current wireless service customers who had a sales transaction with their current carrier within the past three months. The study was fielded from January through June 2015.
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