Smartphone Buyers Receive Better Retail Services than Feature Phone Customers

While smartphones continue to flood into the cell phone market, it seems that most wireless carriers still managed to provide quality in-store customer care to their smartphone buyers. Based on a survey from J.D. Power and Associates, smartphone shoppers are generally more satisfied with their retail experience, compared to feature phone buyers.

The semi-annual study, conducted on 8,637 wireless subscribers who had an in-store retail experience within the past six months, analyzes customers satisfaction based on four aspects: sales staff, price, store facility and display. The results show that smartphone owners are more pleased than traditional handset users in all categories of customer service. Although smartphones are more expansive and customers have to pay $23 more on average per month for the service, these buyers seem to be particularly happy with the price and promotion packages offered to them.

Based on the study, customer satisfaction tends to fall if a salesperson fails to give detailed explanation on how to operate a phone. This is true especially when the customer is choosing a smartphone loaded with plenty of advanced features and applications, like Apple’s iPhone.
"It is critical for wireless retailers to be knowledgeable about smartphone models and service plans options available and to display a high level of courtesy during the sales process to ensure satisfaction levels continue to improve," said Kirk Parsons, senior director of wireless services at J.D. Power and Associates.

Here is another interesting finding: customers who felt pressured during their in-store visits have a 20 percent lower satisfaction level, with the score dropping from an average of 738 over 1,000 index points to 616 points.

Based on customers’ evaluations, T-Mobile USA ranks highest as the nation’s most satisfying wireless carrier as always, offering helpful and knowledgeable sales staff, attractive prices and great retail displays. While Alltel and Verizon Wireless are following closely behind, Sprint and AT&T received the lowest scores among the five major carriers.

Tags: T-Mobile Accessories, Alltel Accessories, Verizon Wireless Accessories, Sprint Cell Phone Accessories, AT&T Cell Phone Accessories, iPhone Accessories