The latest study from J.D. Power is their 2019 Canada Wireless Purchase Experience Study, which looks at overall satisfaction when it comes to buying a wireless plan or device at retail.
J.D. Power notes, “Customer satisfaction with wireless purchase experience in Canada declined across four of six factors in 2019, especially in the factor of cost of service.” The 2019 overall satisfaction score dipped slightly to 793 (based on a 1,000 point scale), dipping 6 points compared to 2018
The study noted understanding a wireless plan’s fit, features and cost are critical factors when it comes to customer satisfaction. Customers who get an explanation of their bill appear to have higher satisfaction and carrier trust, along with brand loyalty, versus those who do not get a breakdown of their account.
“Brick-and-mortar stores remain a critical sales channel for carriers, providing a unique opportunity to leverage customer interaction that builds trust and loyalty,” said Adrian Chung, Director of the Technology, Media & Telecom Practice at J.D. Power in Canada, in an issued statement. “Sales reps need to be proactive, ensuring the customer is matched with the right plan—while explaining the features and billing structure—in order to clearly set expectations and leave a positive impression of both the brand and store.”
Customers prefer to buy wireless purchases at carrier retail stores, with 56% noting their purchase was made at a store versus online. Interestingly, 37% of respondents noted they bought wireless equipment on Amazon, while 33% said they purchased from a carrier’s website.
As for the wireless carrier ranked first when it comes to purchase experience satisfaction, Telus flanker brand, Koodo Mobile, ranked first for the third year in a row, edging out Videotron in Quebec and SaskTel.
Virgin Mobile, Fido and Freedom Mobile and Telus were above the industry average, while Bell Mobility and Rogers scored below the latter, rounding out the bottom of overall customer satisfaction index ranking.
The 2019 Canada Wireless Purchase Experience Study is based on responses from 5,435 wireless customers on a postpaid plan, purchased from an eligible carrier in the past six months. The responses were garnered from February to March 2019.