SaskTel president and CEO Ron Styles speaks at a ceremony regarding the J.D. Power & Associates “Highest in Customer Satisfaction with Full-Service Wire Carriers” award for the second year in a row in Regina SK on June 17, 2013.
Photograph by: Don Healy , Regina Leader-Post
REGINA — For the second straight year, SaskTel boasted the highest customer satisfaction rating among the country’s full-service wireless companies, according to JD Power & Associates.
While the annual survey looks at seven factors, including network quality, offerings and promotions and customer service, SaskTel president and CEO Ron Styles said the main reason the country’s smallest full-service wireless company beat out much larger competitors, like Telus Mobility, Bell Mobility and Rogers, is its people.
“Our people are here in Saskatchewan,’’ Styles said following a news conference at the SaskTel Store at Cornwall Centre Monday. “This is our hometown. It’s tough to disappoint your neighbours. If you’re not successful, someone is going to nab you on the street and let you know that. That just forces us to be the best we possibly can be.’’
Styles conceded that SaskTel, which has the most extensive wireless network in the province, has an advantage over competitors that are focused on the most populous areas of the province. “Our size, and the number of channels (we have), are all important. But you can have all the channels you want, unless you have the people to really man and deliver the customer service directly” you won’t succeed, Styles added.
Styles said SaskTel like to serve its customers “face-to-face’’ at stores and locations around the province; even its call centre is located in Saskatchewan to maintain that personal connection with customers. “It’s Saskatchewan people serving Saskatchewan people. It’s not somebody from another part of Canada or another part of the world. I think that makes all the difference.’’
Adrian Chung of JD Power in Toronto said SaskTel polled the highest in six of the seven categories, making a clear winner in the full-service wireless category. “There’s a lot of consistency we see across the board, particularly in the customer service (area), but also among the other factors and aspects that we measure. That consistency enables sustained performance.’’
Chung said more than 13,000 Canadian wireless customers were surveyed between September 2012 and March 2013 and asked a number of questions about their wireless service provider. For the 2013 survey, SaskTel scored 712 on a 1,000 point scale, up 13 points from 2012, and well above the full-service average of 680 points.
Among stand-alone or independent wireless carriers, Koodo Mobile ranked the highest at 765, versus the industry average of 730.