JupiterResearch says that, according to its latest report, "U.S. Wireless Carriers: How To Compete If You're Not Verizon," most wireless customers are pleased with both the services/ coverage and customer service from their wireless carrier. The report found that 68% are satisfied or very satisfied with the coverage and services their carrier is providing, and only 10% of U.S. wireless customers are dissatisfied. Despite widespread reporting by consumer groups that actual U.S. wireless coverage is spotty and cellular service somewhat unreliable - findings JupiterResearch does not dispute - consumer satisfaction levels are uniformly high.
"U.S. consumers have modest expectations of coverage and services, and consumers moderate their expectations based on a carrier's reputation and pricing," said Avi Greengart, Senior Analyst at JupiterResearch. "If you brand yourself as a low cost carrier, you don't need to provide best coverage. If you brand yourself 'the best network' you'd better deliver good coverage. As long as carriers adopt a consistent marketing and branding position, and align their operational practices accordingly, there are several ways to keep customers happy beyond pouring money blindly into towers and base stations," Greengart said.
With customer satisfaction levels uniformly high and basic service hard to differentiate, carriers have turned to billing options to appeal to consumers, an issue the report addresses with additional consumer survey data. "From a billing perspective, twice as many consumers prefer night beginning in the afternoon over weekends starting on Fridays. Both are more popular than family plans," said Mr. Greengart."
Posted to the site on 28th April 2004
Posted to: www.cellular-news.com/story/11064.php