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Sep. 18, 2009

A new survey released by J.D. Powers and Associates suggests that as the number of smartphone customers increases, wireless carriers are providing their smartphone customers with an overall more satisfying experience than users of more traditional mobile handset models.

J.D. Powers says that overall satisfaction levels with the retail experience among owners of smartphones averages about 722, while among owners of traditional models have a satisfaction score of only 707.

The research finds that satisfaction with the retail experience among smartphone owners averages 15 index points higher (on a 1,000-point scale) than that of traditional wireless handset owners, even though smartphones typically require additional service plan options, cost more and have more complex features.

Smartphone owners are more satisfied than traditional handset owners in all factors, particularly with regard to promotion even though smartphone owners pay more for their devices and spending $23 more per month on average for their service.

J.D. Powers said that satisfaction with the retail sales process decreases dramatically when certain key activities are not performed by sales staff. For example, satisfaction is 139 index points lower when a salesperson fails to offer to explain how to operate a phone, which is particularly important among smartphone users and customers who purchase feature-rich handsets.

For its part, AT&T has placed considerable focus on its smartphone line-up, but in the index, it came in below T-Mobile USA, which scored 729. T-Mobile was followed by Alltel, which scored 721.

Verizon Wireless was third at 714, followed by Sprint Nextel with 710.

AT&T indexed at just 700.

Smartphone owners who visit retail stores report spending more than four additional minutes in the store during their most recent visit compared with owners of traditional mobile handsets.

Some wireless industry analysts expect this trend to continue for the next three to six months.

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Source: J.D. Powers & Associates.