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User satisfaction with Canadian carriers on the rise: Survey

User satisfaction with Canadian carriers on the rise: Survey 

The satisfaction level of Canadians with their local carriers rose to 746 points (on a 1,000-point scale) in 2017, up from 738 the previous year, according to the survey. The study measures wireless customers’ perceptions of their carrier’s performance, and satisfaction is measured across four factors (listed in order of importance): phone customer service representative (CSR); in-store service; online service; and phone automated response system (ARS). In 2017, overall wireless customer care satisfaction rises to 746 from 738 in 2016.

Virgin Mobile topped the overall satisfaction index scoring 801.5. The company was closely followed by Telus flanker brand Koodo mobile with 796 points and Montreal-based Videotron which got 789 points. The bottom half of the list of nine competitors was brought it by Fido, the budget brand of Rogers Communication, which got 754 points; Bell Mobility, with 723 points; and Rogers Wireless bringing up the rear with 713 points.

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The poll rankings might be useful for consumers and businesses looking for the best carrier. However, for the carriers themselves, the J.D. Power study also comes with very useful insight into the areas of their businesses which could be improved to pick up more customers and retain those that they have.

The survey also points out which services and features are most valued by customers.

Study Rankings

J.D. Power 2017 Canadian Wireless Customer Care Study

Overall Customer Satisfaction Index Ranking
(Based on a 1,000-point scale)

Overall Index Scores Power Circle Ratings

Virgin Mobile





Koodo Mobile















TELUS Mobility





Freedom Mobile










Industry Average





Bell Mobility





Rogers Wireless





Power Circle Ratings Legend
5 – Among the best
4 – Better than most
3 – About average
2 – The rest

Survey highlights

In-store service factor improved the most: While all factor scores improve from 2016, the in-store service factor has improved by 18 points.

Customer service a major consideration: Two-fifths (40 per cent) of customers cite “good customer service” as a reason they selected their carrier. “Good customer service” ties “price” as the second most commonly cited reason, after “offered good service plan options” (41 per cent).

Time matters: Overall satisfaction is 837 when it takes less than 5 minutes to resolve a problem online, compared with 693 when it takes 10 minutes or more to reach a resolution—a 144-point difference.

Faster Wed pages: Satisfaction is also affected when more Web pages must be viewed to resolve an issue (765 for three or fewer pages vs. 676 for four or more pages).

Cutting the churn

Whether they topped the charts or were just hanging in there, carriers can use this survey to gauge their performance and think about ways to improve it.

“Representatives who are empowered to resolve issues on their own, are consistently courteous, and who show that they value the customer’s time are key for increasing the number of customers who feel their care experience was exceptional,” said Peter Cunningham, senior director and technology, media & telecom practice leader at J.D. Power.

Regardless of whether the service contact occurs by phone, in the store or online, delighted customers experience representative behaviours pertaining to courtesy, concern or knowledge at higher rates than pleased customers, said Cunningham.

How to move into the delighted customers zone

For example, among customers who speak with a phone service representative, 95 per cent of delighted customers are offered assistance with other issues vs. only 89 per cent of pleased customers (those with an overall satisfaction score of 750-899) who are offered this assistance.

Similarly, among customers who visit a store for service, 72 per cent of delighted customers are greeted vs. only 64 per cent of pleased customers who are greeted. Among those who use online chat, 98 per cent of delighted customers are thanked, compared with only 90 per cent of pleased customers who are thanked.

Moreover, delighted customers are transferred between service representatives less frequently than pleased customers.

Delighted customers spend a shorter amount of time trying to resolve their issues, and have a higher percentage of their issues resolved.

For example, among delighted customers who speak with a phone service representative, only 19 per cent are transferred (vs. 31 per cent of pleased customers); the average time spent trying to resolve an issue is 7.6 minutes (vs. 10.3 minutes); and 86 per cent of issues are resolved on the first contact (vs. 76 per cent).

Nearly half (47 per cent) of customers who are delighted with their care experience say they “definitely will not” switch carriers in the next 12 months, compared with 29 per cent of pleased customers who say the same thing.

While delighted customers have made an average of 4.3 positive recommendations about their carrier during the previous 12 months, pleased customers have made only 2.6 positive recommendations.

“Moving customers into the delighted category can reduce churn since these customers demonstrate very high levels of loyalty and advocacy,” said Cunningham.

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