Bell flanker brand Virgin Mobile topped J.D. Power’s 2018 Wireless Customer Care Study for the second year in a row, scoring 793 points out of a possible 1,000.
Telus flanker brand Koodo Mobile and regional carrier SaskTel tied for second place with 792 points, while regional carrier Videotron came in third with 789 points.
The average score was 753.
It’s interesting to note that while Virgin Mobile topped the list, Bell Mobility actually ranked lowest, with 726 points. Rogers Wireless ranked eighth, with a score of 741. Telus ranked sixth, with a score of 756,
J.D. Power measured satisfaction across two factors: assisted care, like phone customer service and in-store representative service, as well as unassisted care, like automated telephone systems and carrier websites.
The global marketing information firm gathered its data by surveying “more than” 5,000 wireless customers between February and March 2018.
According to the study, 32 percent of customers indicates that it took “a lot of effort to resolve a recent problem with their wireless carrier.”
Approximately 41 percent ” who encountered hurdles in the resolution process are considering — or have decided — to switch their provider.”
“Without a doubt, a seamless customer care experience can positively affect a consumer’s view of their wireless provider and appetite to remain a loyal customer,” said Adrian Chung, director of the technology, media and telecom practice at J.D. Power in Canada, in an April 26th, 2018 media release.
“It is no secret that retaining customers is more cost-effective than acquiring new ones. Therefore, Canadian carriers should put a greater emphasis on streamlining the customer care experience and making it as effortless as possible. They should also be extra conscious about utilizing the appropriate contact channels.”
The study also revealed some interesting statistics about how subscribers attempt to resolve wireless issues.
Approximately 62 percent of customers placed phone calls to resolve issues.
It should also come as no surprise that more Gen Z wireless customers use social media to post questions than Boomers — 23 percent compared to four percent.
Additionally, asking to speak to a manager didn’t always produce meaningful results.
According to the report, customers who asked to speak with a manager were generally less satisfied with their overall experience.
Source: J.D. Power
