AT&T Ranked Number One in Wireless Loyalty
The 2012 Customer Loyalty Engagement Index from Brand Keys shows AT&T ranked number one in customer loyalty for wireless phone service. The rating is based upon how well AT&T performed on the four drivers of loyalty in the wireless category: brand reputation, network size and connectivity, understandable plans, and customer service.
The Brand Keys assessments are based on a survey of U.S customers of the four major wireless brands, which was conducted during the first-quarter of 2012. AT&T customers scored the brand closest to meeting their ideal for a wireless phone service provider. AT&T has scored highest for customer loyalty for three straight years. The consistency can be attributed to meeting customer expectations, according to Robert Passikoff, Brand Keys president.
“It’s an extraordinary tribute to AT&T that they’ve been able to best meet customer expectations in a category that changes at the speed of the consumer,” Passikoff says. “When your customers truly believe that you provide superior service – especially customer service – it’s going to show up in terms of real loyalty.”
Scott Neighbors, a member of the Tulsa Futures Alliance and One Voice Agenda Council, says the Brand Keys report is especially impressive considering it’s a consumer-based study.
“AT&T is committed to providing the best customer service in the wireless industry,” Neighbors says. “That dedication translates into the long-term customer loyalty success AT&T has enjoyed.”
Brand Keys noted in its survey report that brand reputation is the most important driver of customer loyalty for this category. The brand reputation category also factors technological leadership and equipment into the assessments.
The importance of the brand reputation rating is reflected by the growth of smartphones in the U.S. because that driver also includes advanced handsets and the ability to provide enhanced data speeds. Both are areas where AT&T has a real leadership position.
AT&T is focused on providing a superior customer service. That means a wide selection of smartphones and a network designed to give customers fast mobile data speeds. The Brand Keys loyalty ranking shows AT&T is continuing to improve and is consistently and better meeting customer expectations.
Brand Keys is a New York-based research consultancy in customer loyalty and engagement assessments. In 2012 Brand Keys recognized loyalty winners in 83 categories, including wireless service providers.
Updated 05-21-2012
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