A new study by JD Power shows that wireless call quality fell sharply during the last six months. Part of this is undoubtedly due to overloads of 3G networks which are swamped with data. But quality problems are causing customers to change carriers which increases their marketing costs and creates “churn”, which is costly as more subscribers cancel services and have to be replaced. The study was based on a poll of 24,345 wireless customers.
The research firm said, “Wireless customers rely on their phones to do everything from providing them with driving directions to sending picture messages, as well as placing calls, so carriers must provide their customers with a problem-free experience to keep them satisfied.”In the category of “retail satisfaction”, T-Mobile ranked as the best customers service. AT&T (T) finished last. Verizon was first and Sprint finished last in the “customer care” category, which is not surprising given the similar problems Sprint has had in other studies. AT&T’s GoPhone received low grades in the “prepaid” wireless category.
The study also uncovered new use patterns among wireless customers. Wireless usage patterns continue to evolve, as fewer calls are made or received and customers use their devices more often for text messaging, which increasingly is the preferred method for communication
Power also looked at regional service and Verizon finished first in most areas and AT&T finished last. Without the iPhone as its lead product the number of people leaving AT&T would be huge
The information shows how much the industry is broken into have and have- nots in the eyes of customers. Verizon is a have; AT&T and Sprint are have- nots
Douglas A. McIntyre
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