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The headline really says it all. J.D. Power and Associates have released their semi-annual Wireless Retails Sales Satisfaction Study, and it appears that consumers are growing less and less satisfied with their wireless experience. The study measures four factors: sales staff, which counts for 51 percent, store display, 17 percent, store facility, 16 percent, and price/promotion, 16 percent. Scores were down in all areas, especially the top spot. Overall, satisfaction is down to 709 out of 1,000, down seven since the May report and 12 points from last October’s. Allow us to share an anecdote to illustrate why we’re not surprised at all.

We were walking around a mall with a companion not long ago. In this mall, there are kiosks everywhere, and there is a representative from the four major wireless carriers throughout the mall. We passed by one of them — we’ll leave the company name out of this — and were accosted by sales people.

“How’d you like a new phone? Like seriously, a new free phone?”

“Sorry, not interested.”

“What? It’s free? How can you say no?”

“I have a cell phone.”

“Yeah, but this one is better. And you’ll get [a number of features].”

“No.”

“But it’s free.”

At that point, we just ignored him and walked away. Of course, we could hear he and his colleague saying how they couldn’t understand why people don’t want a free phone. Well, 1) people are usually under contract, so they can’t just change on a whim, unless you’re willing to pay the early termination fee. And 2) No one likes high-pressure sales situations.

Now, the survey was said to comprise people who had purchased phones. But there is this thing called buyer’s remorse. And when are you most likely to experience buyer’s remorse? After being pressured into buying something you weren’t sure about. And J.D. Power agrees:

Retail satisfaction is 18 percent lower among customers who report they were pressured during the sales process. The average overall satisfaction rating among customers who report experiencing no sales pressure is 736 on a 1,000-point scale, compared with just 607 among those who say they were pressured.

Take note, wireless carriers. We don’t want people hounding us. Step off, please. You might actually see better business.

[J.D. Power and Associates]

Posted By : Joe
Posted at : October 30th, 2007 - 11:00 am
Filed under : Consumer Issues