Easy-to-Understand Mobile Plan Features and Pricing are Keys to Driving Customer Satisfaction, J.D. Power Finds
T-Mobile, Metro by T-Mobile and Consumer Cellular Rank Highest in Respective Segments
Nearly one-third (31%) of consumers who had a purchase experience with a mobile network operator in the past three months don’t believe plan features and pricing are easy to understand, according to the J.D. Power 2021 U.S. Wireless Purchase Experience Mobile Network Operator Performance StudySM—Volume 1 and the J.D. Power 2021 U.S. Wireless Purchase Experience Mobile Virtual Network Operator Performance StudySM—Volume 1, released today.
“With the variable components to a mobile network plan, maintaining clear and concise verbiage can be the difference between a positive or negative purchase experience,” said Ian Greenblatt, managing director at J.D. Power. “Consumers that believed their plan features and pricing to be easy to understand had a significantly higher level of satisfaction than those who did not. Adjusting marketing materials and fully versing the sales teams with simpler, more conversational terms could be the push that network operators need to boost satisfaction.”
Among Mobile Network Operators, T-Mobile ranks highest with a score of 813. AT&T (780) ranks second. The segment average is 766.
Among Mobile Virtual Network Operators, Metro by T-Mobile ranks highest with a score of 834. Spectrum (826) ranks second and Xfinity Mobile (824) ranks third. The segment average is 823.
Among Value Mobile Virtual Network Operators, Consumer Cellular ranks highest with a score of 882. The segment average is 850.
Now in the 18th year of publication, the 2021 U.S. Wireless Purchase Experience Mobile Network Operator Performance Studyand the U.S. Wireless Purchase Experience Mobile Virtual Network Operator Performance Study are based on responses from 12,415 customers who use any one of four purchase channels and evaluate the wireless purchase experience taking place via: phone calls; visits to a carrier store; the carrier website; or the carrier’s mobile app. Overall purchase experience satisfaction with both Mobile Network Operators and Mobile Virtual Network Operators is measured in two factors: Cost and Promotions and Purchase Process. The studies were fielded from July through December 2020.
For more information about the U.S. Wireless Purchase Experience Studies, visit
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