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Canadians paying more for Wireless service but are more satisfied.
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Canadians paying more for Wireless service but are more satisfied.

ID-100152158This according to the J.D Power & Associates 2013 Canadian Wireless Total Ownership Experience Study. The study examines wireless customer perceptions of their service; mobile phone (for both traditional mobile phones and smartphone devices); and retail experiences. Satisfaction is measured in seven factors: network quality; cost of service; account management; offerings and promotions; customer service; handset; and sales process. Carriers are ranked in two segments, full-service and stand-alone, which are differentiated by the range of products and services offered, as well as the ability of customers to bundle wireless services with other offerings.

Screen Shot 2013-05-21 at 2.06.49 PMSatisfaction is measured in seven factors: network quality; cost of service; account management; offerings and promotions; customer service; handset; and sales process. Carriers are ranked in two segments, full-service and stand-alone, which are differentiated by the range of products and services offered, as well as the ability of customers to bundle wireless services with other offerings.

The study finds that satisfaction with the purchase experience is higher among wireless customers who use their carrier’s online self-service options than among those who use the traditional call centre service and in-store customer care options. Overall customer satisfaction with the online sales experience is 737 (on a 1,000-point scale), a 46-point increase from 2012, while satisfaction with online customer care is 699, which is a 14-point improvement from 2012. Among customers who choose online self-service, 34 percent use their carrier’s online chat feature, a 9-percentage-point increase from 2012.

Smartphone Market Penetration
While the incidence of smartphone use in 2013 has increased by 9 percentage points year over year and by 24 percentage points since 2011, the gap in customer satisfaction scores among smartphone manufacturers is narrowing. Among smartphone owners, the devices most frequently used are manufactured by Apple (31%), Samsung (22%) and BlackBerry  (22%).
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Overall satisfaction improves by 6 index points to 691 in 2013 from 685 in 2012.  This increase is primarily due to increases in sales process satisfaction. In the full-service carrier segment, overall satisfaction in 2013 averages 680, compared with 678 in 2012.  In the stand-alone segment, satisfaction averages 730, compared with 718 in 2012.  Among stand-alone carriers, the 2013 study includes WIND Mobile, Public Mobile and Mobilicity for the first time.
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The 2013 study also finds that, on average, wireless customers:
– 49 percent of customers report having data packages with an average monthly spend of $86.
– 51 percent of customers who do not have a data package report an average spend of $65 per month.
– Customers connect to the mobile Web an average of eight times per day and check mobile email an average of 11 times daily.
– Customers also send and receive 30 texts in a 48-hour span, on average, compared with 26 in 2012.
The 2013 Canadian Wireless Total Ownership Experience Study is based on responses from 13,300 mobile phone customers.  The study was fielded in September 2012 and March 2013.

 

Image courtesy of adamr / FreeDigitalPhotos.net

Bob Benedetti

<p>Former RCAF Fighter Pilot Bob worked for CTV Montreal as a Reporter, Producer and Executive producer for 35 years retiring in 2004. Bob started reporting on personal technology in 1995 at CTV and continues today at Home Technology Montreal</p>

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