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J.D. Power Reports: In-store Sales Representative is a Key Driver In Delivering an Outstanding Wireless Purchase ExperienceDespite the prevalence of online shopping, the in-store experience and sales representative interaction are still the key drivers of an outstanding wireless purchase experience, according to the J.D. Power 2015 Canadian Wireless Purchase Experience StudySM released today. The study examines wireless carriers' performance across sales-related activities in-store, over the phone and online. Satisfaction is measured in six factors: store representative; online purchase; phone purchase; facility; offerings and promotions; and cost of service. Overall wireless purchase experience satisfaction is 752 on a 1,000-point scale. Customers are looking for simplicity when purchasing wireless products and services. An outstanding in-store experience is one in which sales representatives display knowledge, professionalism and genuine concern for customer needs. Satisfaction with the purchase experience is substantially higher when store representatives take the time to explain or demonstrate device operations than when they don't (799 vs. 692, respectively); thank customers for their business (786 vs. 662, respectively); and inform them about potential extra charges (803 vs. 700, respectively). "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." KEY FINDINGS
Wireless Carrier Rankings Virgin Mobile (News - Alert) ranks highest in purchase experience satisfaction with a score of 789 and performs particularly well in the store representative factor. SaskTel (776) ranks second, followed by Koodo Mobile (774). The 2015 Canadian Wireless Purchase Experience Study is based on responses from more than 5,000 wireless customers. The study was fielded in October-November 2014 (Wave 1) and March 2015 (Wave 2).
Note: Included in the study but not ranked due to market share are MTS Mobility and Videotron (News - Alert).
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About J.D. Power and Advertising/Promotional Rules http://www.jdpower.com/about-us/press-release-info About McGraw Hill Financial www.mhfi.com ###
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