Most wireless customers are pleased with the services, coverage and customer services from their wireless carrier, according to a new report from JupiterResearch, a division of Jupitermedia Corp. According to the report, 68 percent of wireless users are satisfied or very satisfied with the coverage and services their carrier provides, while 10 percent are dissatisfied.
JupiterResearch acknowledges “U.S. wireless coverage is spotty and cellular service is somewhat unreliable,” but still says consumer satisfaction levels are high. “U.S. consumers have modest expectations of coverage and services, and consumers moderate their expectations based on a carrier’s reputation and pricing,” explained 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,” added Greengart. “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.”
The report, “U.S. Wireless Carriers: How To Compete If You’re Not Verizon,” outlines strategic recommendations for each national carrier on growing average revenue per user, lowering churn and increasing subscriber growth. It also includes analysis on data use and data-capable handset penetration by carrier and consumer billing preferences.
The report also found that carriers have begun to offer additional billing options in an attempt to broaden consumer bases. “From a billing perspective, twice as many consumers prefer nights beginning in the afternoon over weekends starting on Fridays,” Greengart noted, adding, “both are more popular than family plans.”
