Wireless Purchase Experience Rankings: AT&T, Verizon, T-Mobile, Sprint
Low price doesn't always mean happiness when you walk out the door at your local wireless store.
The buying process can be just as important as the product or service itself, a new study says.
When you go to buy a wireless device and/or plan for your business or your own personal use, you expect a smooth process. JD Power’s latest Wireline Purchase Experience study goes into detail about how a carrier’s advertised pricing impacts customer satisfaction.
AT&T, Sprint, T-Mobile and Sprint were the four full service carriers that J.D. Power ranked. We noted their scores and compared them to how they performed in previous rankings.
J.D. Power has been busy with the rankings this summer. When finished strolling through this report, read our breakdown of the market researcher’s customer care study and its business wireline rankings.
Follow news editor @JamesAndersonCP on Twitter.
Methodology
This study asked wireless-carrier customers that recently made a transaction with their carrier to rate their satisfaction. The study included a ranking of full-service carriers, non-contract full-service carriers and non-contract value carriers. The survey featured just under 10,000 customer respondents overall. J.D. Power fielded the responses from January to June of this year. We have focused primarily on the full-service carriers — AT&T, Verizon, T-Mobile and Sprint.
This study asked wireless-carrier customers that recently made a transaction with their carrier to rate their satisfaction. The study included a ranking of full-service carriers, non-contract full-service carriers and non-contract value carriers. The survey featured just under 10,000 customer respondents overall. J.D. Power fielded the responses from January to June of this year. We have focused primarily on the full-service carriers — AT&T, Verizon, T-Mobile and Sprint.
The Importance of Pricing
Peter Cunningham, the leader of J.D. Power's technology, media and telecommunications practice, says customers are becoming more and more aware of hidden fees and taxes that their wireless providers sneak into their bills. He says that awareness is changing how customers rate their overall purchase experience.
“The good news for wireless companies is that there is a huge opportunity to win the hearts and minds of customers by simply delivering better consistency between advertised and actual pricing," Cunningham said. "Those who recognize this issue and effectively address it will go a long way toward shedding the ‘used car dealer’ stigma that is growing among consumers regarding wireless carriers.”
Peter Cunningham, the leader of J.D. Power's technology, media and telecommunications practice, says customers are becoming more and more aware of hidden fees and taxes that their wireless providers sneak into their bills. He says that awareness is changing how customers rate their overall purchase experience.
“The good news for wireless companies is that there is a huge opportunity to win the hearts and minds of customers by simply delivering better consistency between advertised and actual pricing," Cunningham said. "Those who recognize this issue and effectively address it will go a long way toward shedding the ‘used car dealer’ stigma that is growing among consumers regarding wireless carriers.”
Consistency Matters
J.D. Power's study shows a correlation between consistent prices and customer satisfaction. The customers who found advertised prices to be generally in line with actual prices scored a satisfaction score of 872 out of 1,000. That's significantly higher than those who found inconsistent pricing; they reported an average score of 709.
J.D. Power's study shows a correlation between consistent prices and customer satisfaction. The customers who found advertised prices to be generally in line with actual prices scored a satisfaction score of 872 out of 1,000. That's significantly higher than those who found inconsistent pricing; they reported an average score of 709.
Consistent Inconsistency
Despite how important customers say consistent prices are, carriers don't seem to be taking notice. The survey found that almost two-thirds (62 percent) of consumers found their services and products to be advertised at a price "very consistent" with the actual cost. That's more than one in three (38 percent) that feel in some way misled.
Despite how important customers say consistent prices are, carriers don't seem to be taking notice. The survey found that almost two-thirds (62 percent) of consumers found their services and products to be advertised at a price "very consistent" with the actual cost. That's more than one in three (38 percent) that feel in some way misled.
Reps
The study found that in-store sales reps can significantly impact customer satisfaction. For example, store greeters made a 93-point difference in satisfaction ratings – 842 for customers who were greeted and 749 for customers who weren't. There was also a 91-point difference between customers who witnessed a device demonstration from a representative versus those who did not. Store representatives helped customers report more consistent prices when they explained parts of the bill to them.
We're moving on now to the full service carrier rankings, in reverse order in terms of satisfaction.
The study found that in-store sales reps can significantly impact customer satisfaction. For example, store greeters made a 93-point difference in satisfaction ratings – 842 for customers who were greeted and 749 for customers who weren't. There was also a 91-point difference between customers who witnessed a device demonstration from a representative versus those who did not. Store representatives helped customers report more consistent prices when they explained parts of the bill to them.
We're moving on now to the full service carrier rankings, in reverse order in terms of satisfaction.
4. Sprint
Average Satisfaction: 785
2017 Volume 1 Ranking: 4th (806)
2016 Volume 2 Ranking: 4th (804)
Sprint continues to lag behind its rival competitors in J.D. Power rankings. However, it's worth noting that Sprint only dropped 21 points – less than its rivals – from the last survey.
Average Satisfaction: 785
2017 Volume 1 Ranking: 4th (806)
2016 Volume 2 Ranking: 4th (804)
Sprint continues to lag behind its rival competitors in J.D. Power rankings. However, it's worth noting that Sprint only dropped 21 points – less than its rivals – from the last survey.
3. T-Mobile
Average Satisfaction: 813
2017 Volume 1 Ranking: 2nd (845)
2016 Volume 2 Ranking: 2nd (839)
T-Mobile took a step back in the rankings this year, although the top three carriers were all neck-and-neck. Its overall satisfaction score dropped too, but that was the case with all of its competitors. We've seen lower scores in other J.D. Power rankings this summer, which means that the research company either has changed its methodology a bit or customers are more unhappy with their carriers than they were last year.
Average Satisfaction: 813
2017 Volume 1 Ranking: 2nd (845)
2016 Volume 2 Ranking: 2nd (839)
T-Mobile took a step back in the rankings this year, although the top three carriers were all neck-and-neck. Its overall satisfaction score dropped too, but that was the case with all of its competitors. We've seen lower scores in other J.D. Power rankings this summer, which means that the research company either has changed its methodology a bit or customers are more unhappy with their carriers than they were last year.
2. Verizon Wireless
Average Satisfaction: 814
2017 Volume 1 Ranking: 3rd (838)
2016 Volume 2 Ranking: 3rd (824)
Verizon moved up to No. 2 on this chart. It is a fearsome competitor in the carrier industry and it recently took home top honors from JD Power for business customer satisfaction.
Average Satisfaction: 814
2017 Volume 1 Ranking: 3rd (838)
2016 Volume 2 Ranking: 3rd (824)
Verizon moved up to No. 2 on this chart. It is a fearsome competitor in the carrier industry and it recently took home top honors from JD Power for business customer satisfaction.
1. AT&T
Average Satisfaction: 823
2017 Volume 1 Ranking: 1st (859)
2016 Volume 2 Ranking: 1st (845)
AT&T says this is its 9th consecutive top finish in the study. The company says it will work to improve its customer satisfaction levels by incorporating "entertainment" its retail store design.
"We're never going to stop working to get better, which is why we're approaching our stores differently — with an entertainment focus," said Rasesh Patel, senior executive vice president, Digital, Retail and Care, AT&T Entertainment Group.
Average Satisfaction: 823
2017 Volume 1 Ranking: 1st (859)
2016 Volume 2 Ranking: 1st (845)
AT&T says this is its 9th consecutive top finish in the study. The company says it will work to improve its customer satisfaction levels by incorporating "entertainment" its retail store design.
"We're never going to stop working to get better, which is why we're approaching our stores differently — with an entertainment focus," said Rasesh Patel, senior executive vice president, Digital, Retail and Care, AT&T Entertainment Group.
The 'Little Guys'
MetroPCS led the non-contract full service carrier category, followed closely by Cricket and Virgin Mobile. Their satisfaction scores were within 15 points of Verizon and T-Mobile. Consumer Cellular absolutely dominated the non-contract value carrier category with 53 points on the closest competitor. Consumer Cellular's score of 863 was better than AT&T's.
MetroPCS led the non-contract full service carrier category, followed closely by Cricket and Virgin Mobile. Their satisfaction scores were within 15 points of Verizon and T-Mobile. Consumer Cellular absolutely dominated the non-contract value carrier category with 53 points on the closest competitor. Consumer Cellular's score of 863 was better than AT&T's.
