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'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.

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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