SaskTel may be the carrier that goes the extra mile for its customers, but there are nonetheless areas where others perform better. One such being the in-store experience, where the sales representatives interact with/serve the customers?. In this regard, Virgin Mobile takes the crown, at least according to today’s JD Power’s 2015 Canadian Wireless Purchase Experience StudySM.
After examining each carrier’s sales-related performance in store, over the phone and online, JD Power found that customers are looking for simplicity when purchasing wireless products and services. It is also clearly apparent that customers experience greater customer satisfaction if the sales representative takes the time to explain or demonstrate device operations.
“Wireless carriers need to consider that the sales rep is the face of the organization,” said Adrian Chung, account director at J.D. Power. “The interaction between a customer and their sales rep during a transaction or store visit can have a significant impact on purchase experience satisfaction and shape their overall perception of the brand. Looking ahead, this can also influence a customer’s decision-making process whether to stay with their current carrier or seek out alternatives when they are in the market for a new device or need to renew their contract.”
Despite burgeoning online shopping, the majority of customers (67%) have visited a store to make a purchase, change an existing plan or feature, or buy a phone.
Canadian wireless users surveyed by JD Power ranked Virgin Mobile as the carrier providing the best in-store support for its customers, with a satisfaction score of 789 points, followed closely by SaskTel (776 points) and Koodo Mobile (with 774 points).
These results have been compiled from a survey of more than 5,000 wireless customers. The study was conducted in October-November 2014 and March 2015.
Rogers fared the worst in the survey, followed by Bell, Fido and then WIND Mobile, all below the industry average. TELUS and Koodo were given a ‘better than most’ rating.