Online wireless merchants should concentrate their training efforts on customer service representatives as a means to maintain high customer satisfaction—particularly focusing on courtesy, knowledge and the ability to communicate effectively. Although we may think of online buying as "detached" discounting, the lack of human connection in online wireless shopping/buying could put customer satisfaction at risk.
Variances in customer satisfaction among wireless store types also pointed to marketing opportunities. For example, low customer satisfaction with post-sales follow-up among carrier stores and big-box retailers may provide independent retailers a chance to differentiate. As it becomes increasingly difficult to compete on price in the wireless industry, it is clear that service before and after the sale will factor heavily into building a loyal customer base. Post-sales follow-up may be especially reassuring to the 6.6 million first-time wireless buyers CEA estimates will walk through dealers' doors this year.
Preserving high customer satisfaction levels is the primary key to building and maintaining customer loyalty. And as any business owner knows, a loyal customer base is the best catalyst for cultivating growth. Nowhere is this more important than in the independent wireless channel, where only eight percent of consumers who purchased in the past 90 days bought their phones. By comparison, 70 percent of recent wireless phone buyers purchased from a carrier store. The independent wireless channel remains the underdog in the battle for wireless customers, but is well-positioned to challenge carrier stores and big-box retailers in terms of building customer satisfaction and loyalty.