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Wireless Customer Service: Not Over the Hump Yet
In-Stat/MDR, Nov 2005, Pages: 44
As the US wireless market continues to grow and the industry consolidates, customer service is becoming increasingly important for customer satisfaction and retention. This report was compiled both through a survey of over 1,100 US wireless customers and extensive interviews with key wireless industry insiders.
The report answers the questions: 'Is the quality of customer service important in reducing churn?' and, 'Are the latest customer service initiatives undertaken by US wireless carriers working?'
Wireless carriers covered in-depth include Sprint PCS, Nextel, Verizon Wireless, T-Mobile and Cingular/AT&T Wireless. This report is intended for customer service executives in all wireless companies, worldwide, and for those companies hoping to enter the market as MVNOs.
This report found the following:
- In most cases, satisfaction with customer service nearly mirrors subscribers' overall attitude toward the carrier
- Efficient handling of billing problems is now considered one of the best parts of the customer service experience. Lengthy hold times and one-call resolution are the worst.
- Customers are indifferent about web-based or voice-response self-care initiatives
- Both the newest, and longest-term customers are the least likely to churn. However, among those in the middle – customers who have been with the carrier from one to two years – over 25% indicate they probably or definitely will switch to another carrier.
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