TracFone Tops Customer Experience Ratings of Wireless Carriers

This post examines the seven wireless carriers included in the 2012 Temkin Experience Ratings.

TracFone was the top rated carrier, but only received an “okay” rating. AT&T, Verizon Wireless, and Sprint also earned “okay” ratings while the remaining carriers were rated “poor.”

The average ratings for the wireless carriers placed it 13th out of 18 industries in the study. Temkin Group also analyzed the changes between 2011 and 2012 and found that customer experience in the wireless industry improved over the previous year. Led by Virgin Mobile and TracFone, all six carriers that were in both the 2011 and 2012 Temkin Experience Ratings had improved ratings. Sprint fell behind the other carriers with only a very slight improvement since last year.

Other highlights from the research include:

  • TracFone and Verizon Wireless received the highest Functional ratings, while T-Mobile received the lowest. Virgin Mobile had the largest increase in this area while Sprint had the largest decline.
  • TracFone and Verizon Wireless received the highest Accessible ratings, while Virgin Mobile and T-Mobile received the lowest. TracFone had the largest increase in this area while T-Mobile had the largest decline.
  • TracFone received the highest Emotional ratings, while T-Mobile and US Cellular received the lowest. Virgin Mobile had the largest increase in this area while T-Mobile had the smallest.

Do you want to see the data? Go to the Temkin Ratings website where you can sort through all of the results for free. You can even purchase the underlying data if you want to get more access.

The bottom line: Wireless carriers have improved, but they have a long way to go in CX

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

2 thoughts on “TracFone Tops Customer Experience Ratings of Wireless Carriers”

  1. I find it peculiar how Tracfone rates top next to contract carriers, their pricing is by far cheaper and one is not confined by a contract, and yet the subscriber numbers are still by far contract based. Is this just a case of human nature taking time to accept and initiate change, or is there a missing factor in this equation? To me, everything points in favor of switching to prepaid!

  2. I have to agree with that. Tracfone is so much cheaper and they have great customer ratings because the service actually works! so many of those prepaid phone companies just have some major issues and i have had NO problems with Tracfone. I spend at most 30 dollars a month and have talked the same amount as i did with a contract phone paying 100 dollars!

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