In its annual survey of U.S.
mobile phone users, the research firm Yankee Group found that carriers could
be doing more to attract and retain subscribers.
Over 3,000 mobile phone users were questioned on a variety of topics such
as products and service usage; customer care and billing; value-added and
next generation services; paging and messaging services; and wireless phone
and devices.
In the February 2001 survey, ‘The 2000 Mobile User Survey, Part I: U.S.
Wireless Subscriber Preferences and Perceptions at the End of the Second
Generation,’ the authors examine not only the current wireless
voice-service offerings, but also why subscribers are choosing one carrier
over another.
Highlights of Findings
Why are subscribers choosing one carrier over another?
- Price was cited by 62 percent of respondents
- Improved coverage was noted by 43 percent
Customers Satisfaction
- Of the respondents, 75 percent reported being generally satisfied with
their current provider’s level of service
- Only 41 percent said they were very satisfied
"Carriers who are able to deliver on service issues will have an
advantage in the battle for customer ownership and loyalty—while the
industry has been focused rolling out on advanced services, it may be the
providers that execute on the basics that ultimately triumph," said
Eugene Signorini, analyst in the Yankee Group’s Wireless Mobile Services
Planning Service.
For more information: http://www.yankeegroup.com/
