TORONTO — Although call centres continue to be the most frequently used channel for wireless customer service needs, unassisted support via mobile apps has seen the most growth in usage and provides customers with a highly satisfying experience, according to J.D. Power’s 2020 Canada Wireless Customer Care Study, released Wednesday.
“Mobile apps are often preferred for their ease of use, along with speed of access to information and support,” said Adrian Chung, director of the technology, media and telecom practice at J.D. Power Canada, in the news release. “While other channels may still be required for full problem resolution, the app experience requires less effort as it fits within one’s daily device use. With Covid-19 causing disruptions in service and store closures, carriers can expect increasing reliance on this channel to quickly address customer needs.”
The 2020 Canada Wireless Customer Care Study ranks Canada’s wireless carriers based on customers’ satisfaction with their carrier’s post-sale service and support. The study was fielded in February-March 2020 and is based on responses from 4,638 customers who contacted their carrier’s customer care department within the past six months. The study evaluated customer experiences across 12 different customer care 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.
Based on the headline of the news release, J.D. Power seems to suggest that Canadian wireless customer care satisfaction has declined overall, according to its latest study.
Virgin Mobile ranks highest in wireless customer care satisfaction among Canadians, for the fourth consecutive year, according to the study. On a 1,000-point scale Virgin Mobile ranked first with a score of 794. Fido ranked second with a score of 782, and SaskTel ranked third with a score of 779.
For more information about the Canada Wireless Customer Care Study, please click here.
