Canadians Give Wireless Carriers a 'B' Grade for Customer Service

04 May 2017

In school, getting a B usually meant you were doing pretty good, but a bit shy of excellence. 

That’s the grade Canadians have given their wireless carriers with respect to customer service, according to J.D. Power. This marks an overall improvement in customer satisfaction from 2015 to 2016; leading the way is Virgin Mobile, who achieved an 801 out of 1,000 available points. Virgin is trailed in by Koodo Mobile (796 points), Videotron (789), SaskaTel (780), and TELUS (769). Notably, none of these scores reached the “delighted customer” category, which is defined by J.D. Power as 900 or above.

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“Moving customers into the delighted category can reduce churn, since these customers demonstrate very high levels of loyalty and advocacy,” said Peter Cunningham, senior director at J.D. Power.

J.D. Power measured customer service satisfaction across four categories: phone customer service, in-store service, online service (i.e. chatting) and automated phone systems. Out of these, customer assessments of in-store service showed the greatest improvement. 

J.D. Power found that the amount of time it took to resolve a problem online greatly affected scores in that particular category. For example, a problem that was resolved within 5 minutes resulted in an average score of 837; one that took 10 minutes to figure out led to an average score of 693.

Interestingly, Rogers Wireless, who came in at the bottom of the customer service satisfaction list, attracted the most new subscribers in the fourth quarter of 2016, with 131,000. Bell Wireless, just one position above them, had the second-most additions, with 88,000. 

Browse through plans from all of the carriers using WhistleOut’s comparison tool, now supercharged with the coverage check feature! 



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