Customer satisfaction is a driving force that impacts the financial outlook of individual firms and the health of the U.S. economy at large. New results from the American Customer Satisfaction Index (ACSI®) include customer satisfaction benchmarks for three categories of the wireless phone service industry: mobile network operators (MNOs), full-service mobile virtual network operators (MVNOs), and value MVNOs. MNOs are companies that own networks in the United States. MVNOs are carriers that run on one or more of the major networks. Full-service MVNOs offer an experience similar to MNOs, including retail stores, while value MNVOs compete primarily on price. In addition, the study provides benchmarks for cell phone manufacturers. For each industry, the ACSI captures consumer opinions about critical elements of the customer experience.
The ACSI Wireless Phone Service and Cell Phone Study 2022-2023 is based on interviews with 15,881 customers, chosen at random and contacted via email between April 2022 and March 2023. Customers are asked to evaluate their recent experiences with the largest companies in terms of market share, plus an aggregate category consisting of “all other”—and thus smaller—companies in each industry.
As part of the ACSI survey, respondents are asked how much they spend each month on their wireless phone service. This information, in addition to the customer satisfaction and customer loyalty data, shows which customer segments would have the greatest payoff if the customer experience were improved.
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