WESTLAKE VILLAGE, Calif.-AT&T Wireless Services Inc. received the highest overall customer satisfaction rating in 15 markets according to the J.D. Powers and Associates 2002 Wireless Industry Services Study. The survey of more than 17,000 households in the nation’s top 27 markets found AT&T Wireless demonstrated a competitive advantage in service and brand image.
Verizon Wireless Inc. was the highest ranked carrier in nine markets, with Cingular Wireless L.L.C. tops in three markets, T-Mobile USA ranking highest in two markets and AT&T Wireless affiliate Cincinnati Bell Wireless the highest ranked in its home Cincinnati market.
The study also showed that 56 percent of households in the 27 largest U.S. markets used wireless phones, a 107 percent household penetration increase from 1995. The report also noted the overall growth rate slowed to 7.6 percent from 2001 to 2002 and that only 5.6 percent of non-wireless phone households indicated they intended to subscribe to wireless service in the next year.
“Its imperative that wireless service providers start concentrating on retention strategies as the ability to expand the customer base becomes more difficult,” said Kirk Parsons, senior director of wireless services for J.D. Powers and Associates.
The survey found that the top-ranking providers with higher overall satisfaction scores not only retained customers an average of two months longer, they also generated approximately $4 more in monthly revenue per customer. Satisfied customers were also reported to be 56 percent more likely to choose their current carrier than are customers of providers with below-average satisfaction scores.
