MINNEAPOLIS—The announced acquisition of rival T-Mobile will bring AT&T a more loyal customer base, according to the latest study on phone-based customer service quality conducted by Vocal Laboratories Inc. (Vocalabs). In telephone interviews conducted immediately following a customer service call, 73% of T-Mobile customers interviewed in Q1 2011 said they would subscribe again to T-Mobile’s service, as compared to only 62% of AT&T customers.
Among the four major wireless carriers tracked by Vocalabs, AT&T, Sprint, T-Mobile, and Verizon, call resolution remains the largest driver of customer dissatisfaction and disloyalty. One in three customers industry-wide reported that their customer service issues were not fully resolved. Vocalabs’ analysis shows that by being more effective at solving customers’ problems, mobile phone companies could improve loyalty by 12-13 percentage points.
This independent research is underwritten and conducted by Vocalabs on an ongoing basis to benchmark industry trends in phone-based customer service. Results discussed here are based on 5,245 telephone interviews conducted between October 2009 and March 2011.
About This Research
The National Customer Service Survey (NCSS) compares customer service quality for different companies in the same industry, using survey data and call statistics from the companies’ customers. The NCSS is underwritten and conducted by Vocalabs, independently of any of the companies covered. Current syndicated research covers computer technical support and mobile phone customer service.
Download a free copy of the Executive Summary here. To subscribe to the full data set or to schedule an executive research briefing, contact Vocalabs at mailto:[email protected], 952-941-6580, ext. 206.
About Vocalabs
Vocalabs helps leading brands improve customer service by collecting timely, actionable feedback about customer service quality. We interview customers immediately after a support call, retail store purchase, or website visit while the memory of the experience is still fresh. Using our powerful reporting and analysis tools, clients discover and share insights to improve business decisions.