July 23, 2008

Wireless Carrier Relationships Differ Across Ethnic Groups

This is the 11th document in the "Value Of Customer Relationships" series.

by Bruce D. Temkin

with Steven Geller

Executive Summary (This is a document excerpt)

Forrester asked nearly 5,000 US consumers about many aspects of their relationships with wireless carriers. We examined their feedback on overall customer experience and their satisfaction with Web, store, and phone interactions, along with their plans to stay loyal to their current wireless carriers. To understand the dynamics of these relationships, we analyzed the data based on the ethnicity of the respondents. Some of our findings: Hispanics get the most enjoyment from wireless carriers, Blacks gave highest marks for phone interactions, and Caucasians are the least likely to switch.

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