Here's a snapshot of Walker information's Wireless loyalty report:
- Only 41 percent of enterprise customers are truly loyal to their wireless service providers. Truly loyal customers not only have positive attitudes toward their providers but also intend to keep buying or increase their purchases from current providers.
Satisfaction vs. Loyalty
Satisfaction does not ensure loyalty. In fact, satisfaction is a much lower hurdle and indicates little about a customer's intentions and future behavior. In the wireless service sector, 79 percent of customers are satisfied, but only 41 percent are truly loyal.
Verizon Wireless is the top-performing company in the wireless service sector and the only one to qualify as a Loyalty Leader.
Industry Financial Impact
Companies experience loyalty in tangible ways that impact significantly on financial results and other key performance metrics.
- The average annual revenue growth rate of Loyalty Leaders over a three-year period exceeds the comparable rate of Loyalty Laggards by 20 percentage points.
- The three-year average operating margin of Loyalty Leaders is 22 percentage points higher than the comparable financial result for Loyalty Laggards.
- The percentage of change in stock price over five years is 34 points higher for Loyalty Leaders as compared to Loyalty Laggards.
- Quality, value, and cost are the key drivers of loyalty in terms of how enterprise customers measure the performance of their wireless service providers.
- Truly loyal customers expect their wireless service provider to be customer-focused, to be a brand leader, and to have a strong reputation.
- The customer experiences that impact loyalty the most are network service, customer service, and the sales process.
thro' William Cusick