When it comes to online customer experience, Canadian carriers seem to be working hard on improving it, and the results are visible, according to the J.D. Power 2017 Canadian Wireless Purchase Experience Study released today.
As the percentage of customers going online to make a purchase rose 3% to 42% compared to last year, the percentage of customers making an in-store purchase in the previous six months declined to 61% from 65% in 2016, the study reveals.
When it comes to the carrier with the highest customer satisfaction rate, Virgin Mobile and Koodo Mobile have dethroned SaskTel this year. Both Koodo and Virgin got an overall score of 812 points out of 1,000 in the J.D. Power study, followed by Videotron with 802 points. Freedom Mobile ranked fourth with an overall score of 793.
Overall satisfaction of 784 (on a 1,000-point scale) is up 23 points compared to last year, driven by satisfaction in the online purchase factor (up 41 points), the study concluded. Speed and ease of online purchases are among the key driving factors of a good customer experience. The average time to complete an online purchase dropped to 9.6 minutes from 10.1 minutes, the study notes.
Apparently, age isn’t a barrier to online purchases: Canadians in all age brackets are more likely to have made an online purchase compared with a year ago, the study notes.
The Canadian Wireless Purchase Experience Study was fielded between September/October 2016 and March 2017, and it is based on responses from 6,705 wireless customers.