1 in 4 Leave Phone Retail Store w/o Buying, Failed Sales Could be Avoided with Better Customer Service, Says Amdocs

By Contributor Wireless and Mobile News on September 24, 2009 12:44 PM

An Amdocs survey explored what influences the customer experience when shopping at retail stores, along with brand perceptions.

Despite the option to purchase devices and plans online, consumers are still choosing to visit service providers' retail outlets. The top three reasons cited for visiting a retail store were:

The ability to obtain the device right away.
Direct access to the device to "touch and feel" it before purchasing.
To consult with an expert regarding the device's features and rate plans.

While 60 percent of those surveyed visited retail outlets intending to make a purchase, one in four left without buying.

Top reasons for abandoning the purchase was the store representative was either not knowledgeable enough about the devices or service plans
or that the wait time to complete the transaction was too long.
Store sales staff received the lowest customer ratings in the areas of speed of service, as well as for their concern as to whether the customer had purchased the best service plan or phone to meet their needs
Highest ratings were awarded for courtesy and friendliness.
The survey found that a smartphone transaction can take up to an average of 15 percent longer than a traditional phone purchase, with increased time and resources devoted to identifying the right product, completing the paperwork and finalizing the purchase.

Amdocs commissioned a survey of more than 4,000 consumers who use wireless phones or devices in the United States, United Kingdom and Canada and had visited a service provider's
retail store over the past six months.

Only 64 percent of those surveyed said that in-store experience had met their expectations and while a majority of customers left the store having their expectations met, only a small percentage (less than 20 percent) cited that the experience improved their perception of their service provider.

"A bad shopping experience in any channel will turn away customers and no company can afford to lose a customer intent on making a purchase" said Seth Nesbitt, vice president of product marketing for Amdocs. "With transactions becoming more complicated and devices more sophisticated, store reps need tools that let them to focus on meeting a customer's specific needs, while reducing the time to complete a transaction. Only then can they maximize every retail interaction."

The survey was conducted by an independent global research firm in September 2009. In addition, Amdocs also announced the general availability of its Retail Experience Solution, part of its CES product portfolio.

About Amdocs CES
Amdocs CES (customer experience systems) is an integrated portfolio that delivers the operating environment service providers need to transform from providers of utility voice, data and video services into purveyors of the digital lifestyle. Amdocs CES allows providers to deliver an optimal customer experience--personalized, participatory and timely across any service, location and device. The Amdocs CES Portfolio leverages Amdocs business process best practices based on real-world scenarios, and transcends traditional business support systems (BSS), operational support systems (OSS) and service delivery platforms (SDPs) to enable service providers to address both current and emerging customer experience business processes. Amdocs' unique business model focuses on enabling its customers to create differentiation and build brand, loyalty, profitability and competitive leadership. Please visit www.amdocs.com/cesportfolio for more information.