With the rising number of Android and other Operating System smartphones hitting the shelves in Verizon, Sprint, AT&T; and T-Mobile stores, brings a slew of new customer service contract trends. In their annual survey of customer service contact points for the major US wireless carriers JD Power and Associates found that customers are resorting more and more to non-telephone channels for their primary contact method to customer service.
JD Power and Associates found that customers now prefer to use the web and walking into a retail location for their primary method of contact. Wireless customers like the immediacy, intimacy and 1:1 nature of the in-person visit. The days of a CSR in a retail store referring any and every customer with an issue to an 800 number are over, today in-store customer care personnel are graded on nearly every part of the customer experience. While phone sales insure a CSR’s commission, Customer Service Survey’s insure their job security. I’ve seen first hand where top-selling instore personnel have been let go after steady strings of underperformance in customer service surveys.
Each carrier approaches their customer service goals a little different. Both Verizon and Sprint make no bones about striving for first call resolution also followed up with surveys. AT&T; uses a skewed email survey where the customer must rank the associate all 5’s or else the associate may be talked to about their job performance.
Out of the 4 major carriers T-Mobile was ranked number one in this years survey. This is their third year in a row being top ranked for customer service. T-Mobile does particularly well in call center resolution when the call comes out of the automated system and also direct contact of CSR’s. In a lot of t-mobile locations the initial point of contact at time of purchase will give their customers their direct line number, often times even entering it in their new device. It’s obvious that everything T-Mobile is doing has been working, and it’s been working consistently for the past 3 years.