T-Mobile Once Again Achieves Highest Honors in Wireless Retail Service

[ComicalMoodyDan]

T-Mobile Once Again Achieves Highest Honors in Wireless Retail Service

BELLEVUE, Wash.--(BUSINESS WIRE)--May 4, 2006--T-Mobile USA, Inc. continues to receive accolades as a result of its laser focus on the most-valuable aspect of its business: the customer.

J.D. Power and Associates announced today that T-Mobile has earned highest honors in the 2006 Wireless Retail Sales Satisfaction Performance Study -- Volume 1. T-Mobile ranks "Highest in Overall Customer Satisfaction with Wireless Retail Service," and builds on its highest honors in the same study in 2004 and highest honors in a tie in 2005.

"T-Mobile aims to provide customers with a retail experience that sets the standard for our industry," said Robert Dotson, president and chief executive officer of T-Mobile USA. "It's through the hard work and training of our dedicated frontline employees that we're able to accomplish this, and continue to earn the satisfaction of our customers."

Today's honor continues to reflect the outstanding service received by T-Mobile customers. This year alone, T-Mobile has received highest-ranking honors for the following J.D. Power and Associates studies:

-- In April, T-Mobile was the only wireless carrier to rank highest in overall customer satisfaction among wireless telephone users in all six regions (including five ties) surveyed by J.D. Power and Associates.

-- In March, T-Mobile overall ranked highest among wireless carriers for call quality in three of the six regions surveyed: West and Southwest outright; and Northeast in a tie

-- In January, T-Mobile was the highest-ranking carrier in the 2006 Wireless Customer Care Performance Study, repeating its success from 2004 and 2005. This study provides a detailed report card based on customer experiences over-the-phone with T-Mobile customer service professionals; in person at T-Mobile retail stores; and online at www.t-mobile.com.

According to the findings released today, T-Mobile was higher than the industry average in all four key categories:

Sales Staff -- T-Mobile was called out for its excellent work in "promptness in assisting you when you first enter the store" and in the "length of time to complete the entire purchase transaction."

Store Display -- T-Mobile was significantly higher than the industry average in all four areas of measurement: phones to try; product/service information; ease of use of display/booth; and clarity of displays/information.

Store Facility -- T-Mobile ranked second overall among national carriers and again exceeded the industry average ratings.

Price/Promotion -- T-Mobile was significantly higher than the industry average in the three attributes measured: availability of price/product incentives; rebates offered on phones/accessories; and rebates offered on service plans.

More information about the J.D. Power and Associates study can be found at www.jdpower.com.

http://home.businesswire.com/portal/...37&newsLang=en

[Scrumhalf]

Are there any details on how these surveys are done? I tried looking around on the J.D. Power site but apart from some vague rambling, there were not details. I also wish there were state by state rankings. I noticed that T-Mobile and Verizon are head and shoulders above the rest (Cingular, Qwest, Sprint) in the Western states and I was wondering about the numbers behind these results.

[larry]

I remember when they used to do these surveys just once a year. Now it's about 20 times a year.

[bobolito]

Ok, so they were above average in Sales Staff, Store Display, Store Facility, and Price promotion. What about the important aspects of the service, such as coverage and service reliability? I bet you they are hiding all that data. It's very easy to come out on top by just selecting and highlighting only the categories in which the company excels.

Once again JD Power proves their bias. I wonder how T-Mobile would come out if JD were to analyze high speed wireless data sevices.

Sprint can easily come out number one if JD Power focused its surveys on what Sprint is good at: Service choice and features, data and multimedia services, phone choices. The same can be said for Verizon and Cingular if JD focused its surveys on service reliability and coverage. But of course, they cautiously select which categories to analyze. Hmmmm......

[zeeker]

Ok, so they were above average in Sales Staff, Store Display, Store Facility, and Price promotion. What about the important aspects of the service, such as coverage and service reliability? I bet you they are hiding all that data. It's very easy to come out on top by just selecting and highlighting only the categories in which the company excels.

Once again JD Power proves their bias. I wonder how T-Mobile would come out if JD were to analyze high speed wireless data sevices.

Sprint can easily come out number one if JD Power focused its surveys on what Sprint is good at: Service choice and features, data and multimedia services, phone choices. The same can be said for Verizon and Cingular if JD focused its surveys on service reliability and coverage. But of course, they cautiously select which categories to analyze. Hmmmm......

The way to a customers pocket i believe starts with excellent CS. If you were to walk down the street and poll the average person, you'll find that Customer Service would probably rank a very close second to coverage. While i agree with you that it depends what area you focus on, but ultimately everyone loves prompt customer service .

Imagine some one calling the "Americas Most Reliable Network" and staying on the phone for 1hr and not get the issue resolved or get the run around by being transferred from dept to dept? That would leave a bad taste in my mouth and i would (as an average user) probably give serious thought to switching. (Of course the stats don't support my argument, but what the heck, im sure there is someone who experience it )

I tell you what, i am surprised that Nextel is not even mentioned. i have a business account with over 300 phones and it never takes longer than 30 - 45 seconds for someone to answer the phone and assist you.

I tell you, i have tried Cingular (which i currently have), T-Mobile, Verizon, Sprint and none of them can answer the phone, make necessary changes to a phone or an account like Nextel does (in my opinion). Now their coverage.....that's another animal all together.

[Matt]

Originally Posted by bobolito

What about the important aspects of the service, such as coverage and service reliability? I bet you they are hiding all that data. It's very easy to come out on top by just selecting and highlighting only the categories in which the company excels.

There are different surveys, you know. it's not the same one every month

Go here for all of the wireless surves, including coverage and reliability (they call it call quality, which might be more reliability than coverage, but not necessarily):

http://consumercenter.jdpower.com/cc...less/index.asp

Once you choose a category, click any region, and the press release is on the region page.

[bobolito]

Originally Posted by zeeker

The way to a customers pocket i believe starts with excellent CS. If you were to walk down the street and poll the average person, you'll find that Customer Service would probably rank a very close second to coverage. While i agree with you that it depends what area you focus on, but ultimately everyone loves prompt customer service .

Imagine some one calling the "Americas Most Reliable Network" and staying on the phone for 1hr and not get the issue resolved or get the run around by being transferred from dept to dept? That would leave a bad taste in my mouth and i would (as an average user) probably give serious thought to switching. (Of course the stats don't support my argument, but what the heck, im sure there is someone who experience it )

I tell you what, i am surprised that Nextel is not even mentioned. i have a business account with over 300 phones and it never takes longer than 30 - 45 seconds for someone to answer the phone and assist you.

I tell you, i have tried Cingular (which i currently have), T-Mobile, Verizon, Sprint and none of them can answer the phone, make necessary changes to a phone or an account like Nextel does (in my opinion). Now their coverage.....that's another animal all together.

Wow! I am surprised about your experience with Nextel. I've heard nothing but horror stories about Nextel's CS.

But going back to T-Mobile, if you have great coverage and reliable service, wouldn't there be less people calling Customer Service with problems making calls, dropping calls or getting a signal? If you have poor coverage what can Customer Service do about it? They cannot magically increase the signal so you can make calls away from your window, can they? The point is there is a limit to what CS can do and a good reliable network compensates for bad CS in many ways.

I can deal with Cingular's bad CS because I rarely have to call them because I rarely have service issues. See my point? But to their credit, I have to say that Cingular has made strides to make better CS and they have make significant improvements. Although they are still behind T-Mo or Verizon in this aspect. However, they are definitely better than Sprint. Cingular has even soften some of their policies, such as the phone unlocking rule and international roaming elegibility.

[bobolito]

Originally Posted by Matt

There are different surveys, you know. it's not the same one every month

Oh I'm sorry. It's so hard to tell you are not reading a recycled article which only difference seems to be the publish date. LOL!

[Airb330]

Still the only carrier with 0 coverage inside my house and barely any service outside. Their phone prices have really increased and now they want 2 year contracts. If I was in a big city, T-Mobile used to be a no-brainer----now it seems no better than the rest honestly (m2m on Cingular/VZ/Sprint can easily outweigh any extra mins TM gives usually).

[bobolito]

That's true. M2M really stretches my anytime minutes and makes me accumulate some Rollover. If it wasn't for M2M, I would have to move to a much higher plan.

[Matt]

Originally Posted by bobolito

That's true. M2M really stretches my anytime minutes and makes me accumulate some Rollover. If it wasn't for M2M, I would have to move to a much higher plan.

I agree the lack of included m2m for TM can tilt a decision to one of the other carriers.

Family plans, OTOH, I still think TM has the advantage.

[Matt]

Originally Posted by bobolito

Oh I'm sorry. It's so hard to tell you are not reading a recycled article which only difference seems to be the publish date. LOL!

Well, since TM wins these surveys every year, all they have to do is get out last year's survery and update the date

[Matt]

Originally Posted by bobolito

But going back to T-Mobile, if you have great coverage and reliable service, wouldn't there be less people calling Customer Service with problems making calls, dropping calls or getting a signal? If you have poor coverage what can Customer Service do about it? They cannot magically increase the signal so you can make calls away from your window, can they? The point is there is a limit to what CS can do and a good reliable network compensates for bad CS in many ways.

True, but all the TM customers I know aren't calling CS with these problems? A freind called TM this week to upgrade his plan to the $99 family time, and telling me the story he went on and on about how polite and cheerful the CS rep was. Personally, I don't think I've called TM CS in 2006. The QOS in my area has improved so much, that, where I travel, I don't have any issues with coverage, drops, etc. (that's not to say those NEVER happen to me, because it's just a radio signal! But they are infrequent enough it's not a big deal)

[zeeker]

Originally Posted by bobolito

Wow! I am surprised about your experience with Nextel. I've heard nothing but horror stories about Nextel's CS.

But going back to T-Mobile, if you have great coverage and reliable service, wouldn't there be less people calling Customer Service with problems making calls, dropping calls or getting a signal? If you have poor coverage what can Customer Service do about it? They cannot magically increase the signal so you can make calls away from your window, can they? The point is there is a limit to what CS can do and a good reliable network compensates for bad CS in many ways.

I can deal with Cingular's bad CS because I rarely have to call them because I rarely have service issues. See my point? But to their credit, I have to say that Cingular has made strides to make better CS and they have make significant improvements. Although they are still behind T-Mo or Verizon in this aspect. However, they are definitely better than Sprint. Cingular has even soften some of their policies, such as the phone unlocking rule and international roaming elegibility.

Bobo, keep in mind that we are talking about the average user, not advanced users like people here. While you or I might not call CS frequently, other people will call CS because the phone doesn't "dial" a certain number. Mean while the user never inputed the area code or something to that effect (Phone doesn't work because...... YOU FORGOT TO CHARGE THE PHONE...LMAO) stuff like that.
Network Coverage can't ever dial a phone for you. You know how people are....PEOPLE. If you've worked at a call center you know what i mean.

All your points are valid, but keep in mind i think their (JD) focus (on this particular survey as you correctly pointed out) is on the most fundamental aspects of service, and CS is def. at the top or at least on par with coverage.

No?

Average users don't care about Data Services, Text Messaging, Music Downloads, Ring Tones.
People want a phone to do what it was originally to do....make a phone call, no more no less.

[bobolito]

Originally Posted by zeeker

....All your points are valid, but keep in mind i think their (JD) focus (on this particular survey as you correctly pointed out) is on the most fundamental aspects of service, and CS is def. at the top or at least on par with coverage.

No?

Agreed. But I am still wondering what do Sales Staff, Store Display, Store Facility, and Price promotion have to do with the most fundamental aspects of service. That was my original point. Of all those the most important would be sales staff, and still I don't consider that as important as Customer Service, Coverage and Call Quality and Service Reliability. Normally, customers see the sales staff once and then will handle most other issues through Customer Service over the phone.

[zeeker]

The only thing i can think of how it contributes is its overall visual presence and layout of its nice flashy phones, brochures that are informative and easy to read (and find). I could see this helping out in the overall CS experience as the customer doesn't need to wait (I hate waiting, i needed it 5 mins ago ) on an rep to become availiable. It also reduces the load on the agent.

That's my guess on why they include it.

[Fire14]

Originally Posted by bobolito

Agreed. But I am still wondering what do Sales Staff, Store Display, Store Facility, and Price promotion have to do with the most fundamental aspects of service. That was my original point. Of all those the most important would be sales staff, and still I don't consider that as important as Customer Service, Coverage and Call Quality and Service Reliability. Normally, customers see the sales staff once and then will handle most other issues through Customer Service over the phone.

Maybe with all the pictures and life size posters/cutouts of Catherine in the stores, that is why the Store Display's get high ratings & most males are looking at her & not really listening to the sales rep.

[zeeker]

Originally Posted by Fire14

Maybe with all the pictures and life size posters/cutouts of Catherine in the stores, that is why the Store Display's get high ratings & most males are looking at her & not really listening to the sales rep.

You stole my thunder! I was going edit the post to mention that!

Catherine---» Hubba Hubba!!

[Fire14]

This article goes into more detail on the survey. I think 1 hour for a sales transaction seems too long, I wonder if they can cut down the time once a person has decided on a phone & plan?


T-Mobile Tops Shop Staff Survey

As the number of wireless service offerings grows and new products being offered become more complex to use, wireless customers increasingly rely on the salesperson to help select the right service plans to fit their communication needs, according to the J.D. Power and Associates 2006 Wireless Retail Sales Satisfaction Study.

The study, now in its third year, analyzes the experiences of customers who recently had a wireless retail sales buying experience. The study measures overall customer satisfaction performance of the major wireless carrier-branded stores based on four factors (in order of importance): sales staff (51%); store display (17%); price/promotion (16%); and store facility (16%).

The study finds that the sales staff dimension has increased in importance from 44% in 2004 to 51% of the overall satisfaction score in 2006. Additionally, among the specific components comprising the sales staff factor, the salesperson's knowledge of the service plan has increased the most. Subsequently, the price/promotion factor has become less critical in determining retail sales satisfaction - declining from 28% in 2004 to 16% in the 2006 study.

"It's clear that the sales process and the information and expertise that the sales staff provides will be the key area that distinguishes those carriers that meet and exceed their customer service expectations," said Kirk Parsons, senior director of wireless services at J.D. Power and Associates. "As providers match each other on price, retail outlets that provide the necessary product information and take the time to explain all the service options that are available will generate significantly higher ratings and, more importantly, increase the likelihood of repeat purchases."

For example, the incidence of visiting the same retail store again to purchase future services is more than five times higher among those delighted with the sales process. In fact, the likelihood to recommend that store to other potential buyers, such as friends and neighbors, is 4.5 times higher among "delighted" (rating their experience a 10 on a 10-point scale) customers when compared to those who are less satisfied.

"This can translate into significant additional revenue potential by attracting new subscribers," said Parsons.

Among the major wireless carrier-owned retail stores, T-Mobile ranks highest in customer satisfaction for a third consecutive time. T-Mobile receives particularly high ratings in sales staff, store display and price/promotion dimensions. T-Mobile is followed in the rankings by Verizon Wireless.

The study also finds the following key retail wireless sales transaction patterns:

The typical new wireless customer who has purchased a cell phone or service plan within the past six months talks an average of 524 minutes (8.7 hours) per month - approximately 1 hour and 48 minutes longer than the average user (416 minutes or 6.94 hours).


The typical reported average wireless retail sales transaction takes approximately 1 hour and 1 minute to complete from the time the customer enters the store to the time the final paperwork is finished and the cell phone is received. This is a 9-minute decrease from 2005.


Retail satisfaction suffers among those customers who feel they were pressured during the sales process. The average overall satisfaction rating among those customers who report feeling no pressure is 101 index points, compared to 74 among those who felt pressured in some way - a 36 percent difference.

[bobolito]

Originally Posted by Fire14

Maybe with all the pictures and life size posters/cutouts of Catherine in the stores, that is why the Store Display's get high ratings & most males are looking at her & not really listening to the sales rep.

That is definitely an excellent point!

[bobolito]

Originally Posted by Fire14

....The study measures overall customer satisfaction performance of the major wireless carrier-branded stores based on four factors (in order of importance): sales staff (51%); store display (17%); price/promotion (16%); and store facility (16%).....

I guess they are just getting a bunch of "exotic ladies" that are used to shop at Macy's.