Carrier Representatives Who Invest Time with Customers See Higher Satisfaction, J.D. Power Finds
T-Mobile, Cricket and Consumer Cellular Rank Highest for Purchase Experience in Respective Segments
TROY, Mich.: 20 Feb. 2020 — Customers who had a store representative take the time to explain network coverage have significantly higher satisfaction scores with their overall purchase experience (894 on a 1,000-point scale) compared with those who had a representative that did not take the time (796), according to the J.D. Power 2020 U.S. Wireless Purchase Experience Full-Service Performance StudySM—Volume 1 and the J.D. Power 2020 U.S. Wireless Purchase Experience Non-Contract Performance StudySM—Volume 1.
“There’s a major opportunity for increased satisfaction within the factor of cost of service, as customers who did not fully understand their network gave a lower satisfaction rating,” said Ian Greenblatt, managing director at J.D. Power. “Carriers that enable their front-line retail representatives to show customers what advantages and services they are getting with the network will almost certainly see improvement in overall satisfaction and cost of service satisfaction.”
For full-service carriers, T-Mobile ranks highest with a score of 863. Verizon Wireless (838) ranks second and AT&T (837) ranks third.
For non-contract full-service carriers, Cricket ranks highest with a score of 855. Boost Mobile (851) ranks second and Metro by T-Mobile (843) ranks third.
For non-contract value carriers, Consumer Cellular ranks highest with a score of 881. Straight Talk (829) ranks second and TracFone (825) ranks third.
Now in the 17th year of publication, the U.S. Wireless Purchase Experience Full-Service Performance Study and U.S. Wireless Purchase Experience Non-Contract Performance Study are based on responses from 13,678 customers who use any one of three purchase channels and evaluate the wireless purchase experience of: 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 in six factors (in order of importance): store sales representative; website; phone sales representative; offerings and promotions; store facility; and cost of service. The studies were fielded from July through December 2019.
For more information about the U.S. Wireless Purchase Experience Studies, visit
J.D. Power is a global leader in consumer insights, advisory services and data and analytics. These capabilities enable J.D. Power to help its clients drive customer satisfaction, growth and profitability. Established in 1968, J.D. Power has offices serving North America, Asia Pacific and Europe.
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