Wireless Total Ownership Experience Study

The JD Power Canadian Wireless Total Ownership Experience Study^SM is a detailed assessment of customers’ experiences with and perceptions of their current wireless service providers on a number of levels.

An overall index of critical satisfaction attributes has been constructed to simplify the review of information provided within this study. This Wireless Total Ownership Satisfaction Index provides a single objective measure by which carriers are able to analyze their customers’ satisfaction with their current wireless service relative to the competition.

The Canadian Wireless Total Ownership Satisfaction Index measures the customer satisfaction performance of the major national and regional carriers in seven dimensions:

• Sales Process
• Network Quality
• Cost of Service
• Handset
• Account Management
• Customer Service
• Offerings and Promotions

The study also captures usage, market share, and attitudes as they relate to changes in customer satisfaction overall, as well as by carrier and geographic region.

The key objectives are to:

• Understand attitudes, experiences, and behavioral characteristics of wireless customers to facilitate segmentation
• Determine critical factors that impact customer satisfaction on a national basis and across regions within Canadian markets
• Determine relative performance of the primary carriers nationally and within each region on the basis of each factor
• Determine relative performance of key usage segments
• Identify areas of strength and weakness for each carrier in order to develop actionable marketing programs
• Track performance semi-annually both nationally and within each region to monitor progress including market share, usage, and churn