Wireless customers like store purchases best

TORONTO – Wireless customers in Canada use three channels almost equally to purchase or update their wireless devices, but are most satisfied when they visit a store, according to J.D. Power. Even during the height of the pandemic, the in-store purchasing experience receives the highest satisfaction from customers (735 on a 1,000-point scale) compared with 687 for carriers’ websites. Customers reported shopping 33% via phone, 28% via website and 26% in-store, said the research company. The study shows carriers’ websites have the lowest purchase transaction completion rate (46%) compared with phone (63%) and in-store visit (77%). “In fact, those customers...