JupiterResearch's latest report suggests that 68% of U.S. customers are currently happy with their current wireless carrier.
The report found that 68% are satisfied or very satisfied with the coverage and services their carrier is providing, and only 10% of U.S. wireless customers are dissatisfied. Despite widespreadreporting by consumer groups that actual U.S. wireless coverage is spotty and cellular service somewhat unreliable – findings JupiterResearch does not dispute – consumer satisfaction levels areuniformly high.
“U.S. consumers have modest expectations of coverage and services, and consumers moderate their expectations based on a carrier’s reputation and pricing,” said Avi Greengart, Senior Analyst at JupiterResearch. “If you brand yourself as a low cost carrier, you don’t need to provide best coverage. If you brand yourself ‘the best network’ you’d better deliver good coverage. As long as carriers adopt a consistent marketing and branding position, and align their operational practices accordingly, there are several ways to keep customers happy beyond pouring money blindly into towers and base stations,” Greengart said.
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