Retail Experience Crucial To Cellular Success

With cellular offerings becoming more complex, the quality of the in-store experience when acquiring service is becoming crucial to the success of cellular operators, a new study by J.D. Power and Associates said Thursday. In that regard, T-Mobile ranked highest -- just barely -- in the market research firm's most recent customer satisfaction survey.

"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," Kirk Parsons, J.D. Power's senior director of wireless services, said in a statement.

The study found that customers who rated themselves "delighted" with their in-store experience were five times more likely to revisit the same store again than less satisfied customers. They also were 4.5 times more likely to recommend the store to others.

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

T-Mobile USA fared best in J.D. Power's survey of more than 6100 wireless users with an index score of 101, just edging out Verizon Wireless, which had a score of 100. Sprint Nextel had a score of 94 with Alltel and Cingular both scoring 92.The index score was based on respondent's answers to questions in four broad areas: sales staff, store displays, price and promotion and the overall facility.