Customers’ Ideal Wireless Experience: Survey

By Allan Pulga

What makes a perfect trip to the wireless store? Apparently it’s not just a matter of selection and low prices.

A recent Consumer Electronics Association survey of consumer wireless purchasing trends found that most customers’ “Dream Wireless Purchasing Experience” takes place in attractive and organized stores with quality service, interactive displays, knowledgeable staff and an efficient checkout process.

Through in-depth interviews and online journals, researchers sought to examine the elements of an outstanding shopping experience. General criteria included store appearance, service, and expertise, while specifics like activations, product demos and extra resources were also considered.

It is interesting to note that 70 per cent of respondents do their cellphone shopping in-person, versus 20 per cent who shop online and 10 per cent who do so through other channels (over-the-phone or mail order).

Not surprisingly, respondents said they respond more positively to neat and well organized stores. Some noted that exterior signage and advertising is important in grabbing their attention. Others mentioned sufficient parking space and in-store spaciousness as priorities.

Customers also identified three requirements for in-store displays: neat and orderly, working phones, and the ability to touch and hold the phones. When choosing phones based on functionality and design, customers would rather see and feel for themselves rather than simply take a salesperson’s word for it. Some customers said they would also appreciate having kiosks or computer stations to research products and plans.

Some customers added that they prefer displays to be categorized by price, by features or by calling plan, to make browsing easier.

Customers listed knowledgeable, credible, trustworthy, eager to help when needed and patient-not-pushy as the core attributes of a dream wireless salesperson.

Salespeople should be knowledgeable of every aspect of the sale: processes, plans, service, accessories, and additional resources. They should also perform demonstrations and assist in setting the phone up, if necessary. Salespeople should be able to “recognize different customer types,” so not to treat every customer the same but rather serve each person’s individual cellular needs.

In short, customers prefer attentive and helpful staff who are willing and able to answer questions as needed.

After customers have selected a phone, the activation can be challenging for sales staff because customers want the process to be fast and easy.

Survey respondents described a positive activation experience as quick and said sales staff was knowledgable. On the other hand, negative experiences were slow, redundant and difficult. The same goes for the final checkout process.

In the end, customers want the experience to exceed their expectations. They prefer well managed, well stocked stores and trained staff who are professional and courteous. As far as sales and activations processes go, customers want to be in and out without any slip-ups or repetition. In other words, give them what they want, help them if they need help and when they’re ready to go, get them out the door promptly.