“As cell phones become more complicated, it’s going to be critical for handset manufacturers and wireless service providers to educate their customers on how to use these new services and features,” said Parsons. “Making it easier for customers to learn how to operate specific products and services can increase satisfaction as well as promote future purchases of value-added products and accessories.”The study measures customer satisfaction with wireless handsets by examining five key factors. In order of importance, they are: physical design (24%); operation (22%); features (20%); handset durability (19%); and battery function (15%).Sony Ericsson ranks highest in overall wireless customer satisfaction with a score of 741 points on a 1,000-point scale, performing particularly well in features and battery functionality. Sony Ericsson also receives the highest ratings from customers in operation and handset durability. Samsung (728) and Motorola (726) follow Sony Ericsson in the rankings.The study finds that 40 percent of customers chose their wireless phone primarily due to the design and style of the handset. Other popular reasons for selecting a specific handset include: received for free (27%), easy to use (22%), discounted/reduced price (21%), small size (19%), digital camera features (15%) and variety of features offered (15%).
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