Social Media Emerges as Wireless Customer Service Channel of Choice

Customer Service Channel of Choice

J.D. Power U.S. Telecom In-Home Service Technician Study

Social Media Emerges as Wireless Customer Service Channel of Choice.

The 2018 U.S. Wireless Customer Care Studies by J.D. Power highlights the importance of social media in managing customer happiness and expectations.

The following are key findings of the 2018 studies:

  • Social channels become front line for customer service: Among customers who ask a question or make a request of their wireless carrier, overall satisfaction is highest in the social media channel (838 on a 1,000-point scale) and the app channel (835). By contrast, overall satisfaction scores average just 797 among customers who handle these requests on the phone with a representative.
  • The human touch still matters: Satisfaction tends to be much higher when customers use a channel that provides personalized feedback. For example, assisted care satisfaction is 26 points higher than unassisted care satisfaction (819 vs. 793, respectively), and satisfaction is 824 among customers who ask their question in the store channel vs. 797 among those who speak with a rep over the phone. Additionally, among customers who ask a question or make a request through their carrier’s app, overall satisfaction is 845 when they think they are interacting with an actual person vs. 800 when they think the system is automated.
  • Video plays a key role: The channels with the highest first-contact resolution incidences are online videos (92%) and mobile app to research information (90%). Among customers who view an online video from their wireless carrier, 34% say they “definitely will not” switch to a new carrier in the next 12 months vs. 21% among those who use the phone automated response system.
  • Not-so-immediate gratification via email: While social, app-based and face-to-face customer support are prized by consumers for their personalized, rapid response, the average customer service response time via email is 32 hours.

These studies cover understanding of customer interaction across 12 different customer service channels: phone customer service reps; in-store contact; online chat; email; social media post; carrier app question post; automated telephone systems; website search; social media search; user forum; video from carrier; and carrier app search.

In the rankings, T-Mobile, MetroPCS, and Consumer Cellular rank highest in full service, non-contract full-service, and non-contract value categories.

The complete release with full rankings charts can be found here.

For more information please contact John Roderick at 631-854-2200 or john@jroderick.com.

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