Customer Satisfaction with Phone Retailers Continues to Decline

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

• The average wireless retail sales transaction takes approximately 56 minutes to complete from the time the customer enters the store to the time the final paperwork is finished and the cell phone is received - down nearly four minutes from the last reporting period.
• Among customers who visited a retail store in the past six months, more than 60 percent did so to purchase a new cell phone, while 65 percent upgraded or replaced an existing phone. Additionally, 11 percent of customers visited a wireless retail store to sign up for new service for the first time, marking a 4 percent decline from six months ago.
• Retail satisfaction is 15 percent lower among customers who report they were pressured during the sales process. The average overall satisfaction rating among customers who report experiencing no sales pressure is 721, compared with an average of just 610 among those who say they were pressured.

Volume 1 of the 2008 Wireless Retail Sales Satisfaction Study is based on experiences reported by 6,634 wireless customers who completed a retail sales transaction within the past six months.

Posted to the site on 8th May 2008