Wireless Carriers Fail (Again) On Customer Experience

In Forrester’s Customer Experience Index (CxPi), we ranked 114 companies across 12 industries. I recently published a snapshot of the wireless industry results. The carriers, as a group, ended up tied for 8th (with PC manufacturers) out of the 12 industries. Here are some highlights of the results:

  • Wireless carriers got worse. In last year’s CxPi, wirless carriers ended up with a not so good 66% rating. But in this year’s CxPi, the wireless carriers dropped to 64% (a rating of “poor”).
  • Alltel takes the top spot. With an “okay” rating of 72%, Alltel topped the list of wireless carriers in the 2008 CxPi. Alltel also came out on top of all three categories of the CxPi, with the largest lead in enjoyability. Verizon Wireless, TracFone, and AT&T all scored well in usefulness.
  • Sprint holds on to the bottom spot. Sprint’s score of 45% put the firm at the bottom of the list of carriers, the same spot it held last year. The low score left the carrier well below its closest competitor and 108th out of all 114 companies in the 2008 CxPi. Making matters worse, Sprint also had the largest drop from last year.
  • AT&T makes the only gains. With a small 1% increase between 2007 and 2008, AT&T was the only carrier that improved its CxPi score. Alltel remained at the same level as last year, but all of the other carriers’ scores declined.

The bottom line: Wireless carriers are heading in the wrong direction.

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I'm an experience (XM) management catalyst; helping organizations improve results by engaging the hearts and minds of their employees, customers, and partners. I enjoy researching and speaking about leading-edge XM topics. I lead the Qualtrics XM Institute, which is the world's best job. We're igniting a global community of XM Professionals who are inspired and empowered to radically improve the human experience. To achieve this goal, my team focuses on thought leadership, training, and community building. My work is driven by a set of fundamental beliefs: 1) Everything starts and ends with human beings, so you need to understand how people think, feel, and behave; 2) XM is a discipline that needs to be woven throughout an organization's entire operating fabric; and 3) Building the XM discipline requires a combination of culture, competency, and technology.