Improvements in sales efficiency and exceeding customer expectations contribute to increased customer satisfaction among wireless customers who completed a sales transaction at a retail store, according to the J.D. Power and Associates wireless purchase studies.

Now in their 9th year, the semiannual studies evaluate the wireless purchase experience of customers using any one of three contact channels: phone calls with sales representatives; visits to a retail wireless store; and on the Web.

Full-service wireless customers who purchase a device in a retail store indicate experiencing greater satisfaction when speaking with the salesperson handling their transaction. In particular, satisfaction improves notably regarding the promptness in speaking with a sales representative and timeliness of completing the transaction.

Among full-service wireless customers who purchased a service plan or device in a retail store, total transaction times have improved, especially in the early stages of the sales process. For example, the total average time that customers wait between being greeted upon entering the store and speaking with a salesperson is 7.5 minutes—a decrease of nearly one full minute from 2011.

“The study shows a direct correlation between an efficient sales transaction process and improving satisfaction with the overall retail experience,” said Kirk Parsons, senior director of wireless services at J.D. Power and Associates.

“Customers who make purchases in retail stores have the opportunity to touch handsets and accessories and see the pricing associated with each, something not possible over the phone or on the Web. In addition, carriers have invested heavily in the retail store environment in merchandising, store upgrades and staff training to make the overall sales experience more enjoyable and efficient.”

Parsons notes that improvements within the retail store are translating into loyalty, as 39 percent of full-service wireless customers say they “definitely will” revisit the same store, compared with 35 percent a year ago.

Wireless Purchase Experience Study Results
For a third consecutive time, Sprint Nextel ranks highest in overall customer purchase experience satisfaction among major full-service wireless carriers. Sprint Nextel achieves a score of 775 and performs particularly well in the offerings and promotions and cost of service factors.

TracFone ranks highest in overall customer purchase experience satisfaction among non-contract service carriers. TracFone achieves a score of 763 and performs particularly well in the phone sales representative and website factors. Boost Mobile (758) and MetroPCS (758) follow in the rankings.

The study also finds the following key wireless retail sales transaction patterns:

• While 64 percent of full-service customers indicate that their most recent purchase experience occurred in a retail store, 18 percent used the phone, and an additional 18 percent transacted online. This differs considerably from non-contract customers—25 percent say their most recent purchase transaction occurred online, and only 12 percent indicate that it was via phone.
• Satisfaction with the overall purchase experience among other retailers, such as Apple, Best Buy, Costco, RadioShack and Wal-Mart, averages 760 index points—which is 18 points lower than among stores owned by full-service wireless carriers.

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Tags: J.D. Power, Sprint Nextel, Trac Phone, Wireless purchase satisfaction studies