GMI Powers Study on Wireless Customer Loyalty
9 August 2007
A new survey on customer loyalty in the wireless service industry found that 25% of wireless service subscribers are more willing to recommend their wireless provider to their friends than spend more of their own money on products and services. Dr. Bob Hayes, customer satisfaction expert of the consulting firm Business Over Broadway, reports that these findings reveal a second measure of customer loyalty that is conventionally overlooked by most businesses.
Dr. Hayes explains that Customer Loyalty 2.0 has two dimensions: advocacy loyalty (satisfaction, recommendations) and purchasing loyalty (purchasing more or different products). By missing one dimension, businesses fail to see the whole picture of customer relationship management and may miss opportunities for increased revenue growth.
The study also revealed the key drivers behind wireless customer loyalty. Dissatisfied customers cited coverage and reliability as the most important area for improvement. The report found that wireless service providers Alltel and Verizon scored the highest overall levels of customer loyalty, while Sprint/Nextel recorded the lowest.
For more information on Customer Loyalty 2.0, read GMI’s full press release
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