J.D. Power and Associates released their 2011 Canadian Wireless Customer Satisfaction Study today and the winners for each region are Videotron, Koodo Mobile and SaskTel. J.D. Power notes the study “examines perceptions of wireless customers with their service and retail experience” in seven areas on a 1,000-point scale: cost; network quality; account management; customer service; handset; offerings and promotions; and sales process. The results were from over 15,000 mobile phone users and the study was completed between November 2010 and February 2011. Ironically, the only carriers listed on the survey results are Rogers, Bell, TELUS, Videotron, Virgin, SaskTel, Koodo Mobile, Fido and MTS. Missing are all the new entrants such as WIND Mobile, Mobilicity and Public Mobile.
However, Adrian Chung, senior manager at J.D. Power and Associates, stated that “It’s clear that the introduction of new options for wireless customers has impacted their likelihood to switch” with 28% “strongly agree” they would consider switching to one of the new wireless carriers, and 17% “of customers who had a wireless sales experience within the past six months report switching carriers”. The survey also found the overall satisfaction decreased over the year to 551/1,000 (from 648 in 2010). In addition, since Canadians are adopting smartphones at a faster rate the results indicated that customers bills increased to $78 in 2011 from $71 in 2009.
Videotron was the clear winner with a perfect “Overall Satisfaction” rating, but they only operate in Quebec while other carriers are national. In the “East” region Videotron scored 765/1,000 while Koodo Mobile (753) and Virgin Mobile (739) followed. The intense “Ontario” region was dominated by Koodo Mobile who scored 699 and was high in Overall Satisfaction, Sales Process, Customer Service, Network Quality. Virgin Mobile closely followed with 696, and Fido with 661. Finally, the West region was won by SaskTel who ranked highest in customer satisfaction, customer service, offerings and promotions and network quality with a score of 678. Virgin Mobile again followed coming in second with 669. Fido came in 3rd with 651.
As for the Big 3, when comparing the charts in all three regions it seems that TELUS had the best results, followed by Rogers and Bell.