Printed from http://www.electronista.com

Verizon tops J.D. Power cellular retail study

updated 05:10 pm EDT, Thu October 23, 2008

Verizon Tops JDP Survey

A J.D. Power study released on Thursday has revealed that the percentage of salespeople aid during a buyer's purchase of a wireless service or handset has been decreasing since 2006. At the same time, the survey measured overall customer satisfaction based on four factors, each with a different weight or importance associated with it. Sales staff was first with 51 percent of the weight, store display was at 17 percent with store facility and price/promotion close behind at 16 percent each. Based on these factors, Verizon was tops, scoring 715 out of 1,000 points, with Alltel not far behind, at 710. T-Mobile was third with 696 points, AT&T had 691 points and Sprint Nextel was last among the major carriers, at 669. The industry average was 698.

The survey, which is performed twice a year and polls customers who have purchased a new plan in the last six months, also found that the average retail sales transaction took about 60 minutes to complete, measured from when the customer enters the store to when they leave with the phone activated. The number represents a four-minute increase since the last report was published six months ago but isn't given a direct explanation.

Another revelation includes the lower satisfaction levels of new wireless customers compared to existing customers. The report concludes new customers are more likely to be overwhelmed by the wide selection of plans, services and handsets and may have been sold a plan that does not suit their needs. Sales pressure was found to be the cause of dissatisfaction, as overall satisfaction was 15 percent higher among those who reported they were not pressured.

Companies claim to have taken steps to reduce the amount of in-store time and improve satisfaction; AT&T in particular has worked with Apple to allow most of the iPhone sign-up process to take place at home, leaving only a few details to be handled at the store itself.



By Electronista Staff
toggle

Comments

  1. Guest

    Fresh-Faced Recruit

    Joined: Nov 1999

    0

    I want to know

    I want to know if that includes iPhone transactions at the Apple Store. Maybe it does and maybe those transactions are AT&T's saving grace. It's probably why they aren't in last place.

    I don't know if you've ever been to an an AT&T store (franchise and corporate), but it is mindblowing how these people got hired to sell anything remotely technical.

    Apple Stores in my experience tend to get you activated and choosing a case to buy in 30 minutes or less.

Login Here

Not a member of the MacNN forums? Register now for free.

toggle

Network Headlines

toggle

Most Popular

Sponsor

Recent Reviews

SMS Audio Sync Sport on-ear headphones

When hitting the gym or going out for a trail run, headphones can cause a number of problems. From the ear buds getting slimy with swe ...

Adesso Xtream S3B Bluetooth speaker

Finding a speaker purpose-built for a specific need is challenging. Even when a Bluetooth speaker can be paired with a mobile device, ...

JBL Synchros E40BT headphones

For all the different configurations of headphones on the market, it's always a tough choice for buyers to get something that is just ...

Sponsor

toggle

Most Commented

 
toggle

Popular News