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AT&T Takes Home Top Award in Wireless Purchase Satisfaction

by Todd Haselton | August 14, 2014August 14, 2014 9:00 pm PST

AT&T Store Kansas City - 01

J.D. Power on Thursday released its 2014 Wireless Purchase Experience Full-Service Study – Volume 2, in which AT&T took home the top award for wireless purchase experience satisfaction (for the third time in a row) ahead of T-Mobile, Sprint and Verizon Wireless, for full-contract carriers. Boost Mobile took home the trophy among non-contract carriers, J.D. Power said.

J.D. Power said that it found carriers with more on-hands sales staff who are willing to provide device demonstrations helped increase customer service experiences. “Not only does this increase the likelihood that customers will select the right device for their needs, it proactively answers questions that may otherwise arise after the sales transaction,” J.D. Power senior director of telecommunications Kirk Parsons said. “Identifying the types of features and services a customer is seeking at the point of purchase can reduce future callbacks to customer care, while improving the overall customer experience and long term loyalty.”

AT&T received an overall score of 801/1,000 in the survey, beating out the overall average of 792. It was followed by T-Mobile with a score of 796, which also beat the average, Verizon Wireless (788) and Sprint (781). Among non-contract carriers, Boost Mobile won out with a score of 800/1,000. It was trailed by MetroPCS (793), Virgin Mobile (791), Cricket (784), TracFone (784), the average (783), Net10 (766) and Straight Talk (758).

The study provided some stats on how carriers can help keep customers, too. 37 percent of customers who received a device demonstration said responded they “definitely will not” ┬áchange carriers; that’s 9 percentage points greater than the number of folks who said the same thing without receiving a demonstration. 66 percent of those surveyed made purchases in a wireless store, 24 percent purchased a new device online and 10 percent called their wireless carrier to receive a new phone. Given the earlier statistic about device demonstrations, it seems more valuable for a carrier to get folks inside of the store to complete sales.

Do these results reflect your experience with your carrier? Let us know.

J.D. Power

Todd Haselton

Todd Haselton has been writing professionally since 2006 during his undergraduate days at Lehigh University. He started out as an intern with...