J.D. Power and Associates is a marketing-information services firm that conducts quality and satisfaction measurements based on responses from millions of consumers annually. The measurements are conducted across a range of industries, including autos, electronics, finance, healthcare and telecommunications.
In the story "Moments of Truth," wireless telecommunications provider T-Mobile was mentioned as ranking near the top in its industry for customer care based on the results of J.D. Powers' 2007 Wireless Retail Sales Satisfaction Study, which queried 6,311 wireless customers who completed a retail sales transaction within the previous six months. T-Mobile was ranked second in customer satisfaction in the survey, right behind Verizon Wireless, which was ranked first.
The study revealed that the performance of the customer-service staff was critical in terms of how it affected the overall satisfaction levels of customers with their wireless providers: "The information and expertise that the sales staff provides is key in distinguishing wireless carriers that meet and exceed customer expectations from those that do not," according to Kirk Parsons, senior director of wireless services at J.D. Power.
"As providers match each other on price," he said, "retail outlets that provide the necessary product information and take the time to explain all the service options available will generate significantly higher satisfaction scores and, more importantly, increase the likelihood of repeat purchases."