Customer Satisfaction Survey
Customer complaints have increased in recent months at the company, a wireless phone carrier called ExpressNet. While customer complaints typically cover a range of consumer concerns, the number of calls reporting problems with reception has increased at rate much greater than for any other issue category. Complaints about reception include call quality, dropped calls, and spotty coverage.
ExpressNet is a wireless phone carrier offering the full spectrum of services: Voice, data, video, and hardware. Recently, ExpressNet has been negotiating for partner relationships with other wireless phone carriers that have broader coverage areas. The company believes these partnerships are an economical and expedient way to address the growing problem of complaints about reception. In the interim, ExpressNet is focused on retaining market share and believes that improved communication with customers during this transition period will ensure that the greatest number of customers stay with the company. In order to better understand customer needs and craft effective responses to customer issues, the company will conduct a customer satisfaction survey. The company anticipates completing the survey every other year in order to benchmark improvements and the impact of partner relationships on customer satisfaction related to call reception and coverage.
Literature Review
The U.S. General Accounting Office (GAP) (2003) has recommended that the Federal Communications Commission include call quality in its mandated annual report that examines the effectiveness of completion in the mobile phone services market. The GAP considers evaluation of call quality to be an important aspect of long-term monitoring of the industry and necessary for Congress and the FCC to determine if carriers are meeting consumers' expectations without further regulatory action. The GAO conducted a national survey of adult consumers in November 2002. Their findings indicated that about one-tenth of the survey respondents were dissatisfied with call quality, and that one-fifth of mobile phone users experienced call failure of 10% or more due to dropped calls by their networks.
A fundamental driver for ongoing evaluation of the quality of mobile services is the constraints placed on consumers by early termination fees (Plutzik, 2008). The burden of having to pay substantive fees to be released from a mobile services contract keeps most customers from switching carriers (Plutzik, 2008). In the interim, while they...
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