J.D. Power has published the results of its latest Wireless Purchase Experience study and it shows a big change in ranking for the prepaid sector.
The Wireless Purchase Experience study conducted by J.D. Power looks into the purchase experience of customers under three channels: through a website, retail store, or a phone call. Using these three metrics, the satisfaction of the customer’s purchasing experience is measured through different factors; namely store facility, cost of service, phone sales representative, website, store sales representative, and the offerings and promotions.
The recent study gathered data on how wireless carriers performed during the period of January to June 2018. Using the information gathered, J.D. Power was able to determine the key players for this year under this field.
Under its 2018 U.S. Wireless Purchase Experience Non-Contract Study Volume 2, J.D. Power revealed that Cricket Wireless gained the top spot for the non-contract full-service carriers category. The prepaid brand finished with a score of 857/1000 points, which led to its rise from a previous third position with 849 points. The AT&T prepaid brand also surpassed the previous winner, MetroPCS, which landed in second place with 843 points, down from its previous 858-point score. On third place, the position is tied to both Boost Mobile and Virgin Mobile with 835 points. Coincidentally, these two are both Sprint-owned prepaid brands.
When it comes to postpaid, on the other hand, T-Mobile earned the highest score out of the four major U.S. carriers. It scored 854 points out of 1,000; a point less than it got in the previous study. After T-Mobile, the ranking went to AT&T (839 points), Verizon (835 points), and Sprint (817 points).
Another discovery made in the report is that customers who made a purchase from a non-carrier store were less satisfied compared to those who made a purchase a a store owned by a carrier. Despite this, one-third of wireless customers make their purchase at non-carrier stores. The study also found that customers think non-carrier websites are much easier to navigate and order from as opposed to carrier websites. Two-thirds of customers that use carrier websites said that it required them a lot of effort to complete the purchase.
You can read the rest of the study here.