Customer satisfaction with cell phones has grown steadily over the past 15 years. During that time, the industry’s made a 16% net gain.
That upward trend continued throughout 2019 and in the early parts of 2020. Although global cell phone sales dropped 1% in 2019 and the pandemic hasn’t helped in 2020, customers have never been more pleased with their cellphones.
Per our most recent Wireless Service and Cellular Telephone Report, customer satisfaction with the industry improved 1.3% to an all-time high of 80, and most of the manufacturers showed gains.
Apple surged to the top spot in the category with a 1% jump to 82. LG also improved, climbing 1% to 79. Even the group of smaller manufacturers rose 4% to a score of 75.
The key to this success? Making incremental improvements across the board.
Focusing on multiple areas pays off
The industry scored well across almost every element of the customer experience last year, but this year it did even better.
Cell phone users agreed that their devices were better in most ways. While the ease of texting (85) and calling (84), and phone design (84) remained steady and enjoyable for customers, websites climbed 2% to 84.
And it didn’t stop there. Customers were increasingly pleased with the operating systems and software (up 2% to 83) and found navigating menus and settings much easier (up 2% to 83). Phone features (up 1% to 83), video quality (up 1% to 83), and audio quality (up 2% to 82) were all better. And, while battery life still sits at the bottom of the customer experience benchmarks, it’s no longer a glaring weakness after climbing 3% to a score of 80.
Cell phone manufacturers showed the power of improving multiple areas. Apple, which consistently gets chastised for poor battery life, took that criticism to heart and made serious improvements with the iPhone 11 Pro and Pro Max. But Apple didn’t stop with the battery – it also enhanced the camera system, displays, and processors. And folks took notice.
Apple customers were happier with their device’s battery life, audio quality, and video quality, as well as ease of using the operating system and navigating menus and settings.
LG customers were also more satisfied this year. They found texting and navigation easier compared to last year, along with more phone feature varieties, and better audio and video quality, which has become a staple of LG phones.
The smaller group of cell phone manufacturers made customers happier in nearly every aspect, including improving battery life and making texting and calling easier.
As effective as this strategy proved to be, it wasn’t adopted by everyone in the industry.
Motorola misses the mark
While cell phone users have never been happier with their devices, Lenovo’s Motorola customers were the exception.
The manufacturer fell to fourth place as satisfaction plummeted 4% to score of 77.
Not a single customer experience benchmark improved year over year. In fact, they all decreased – with significant falls in terms of battery life satisfaction and ease of calling and texting. Putting so much emphasis on the design element (flip phones, anyone?) was clearly not an ideal strategy.
Motorola has work to do in the eyes of its customers. The good news is its competitors have shown the way.
There’s no silver bullet to customer satisfaction success
Cell phone manufacturers reached an all-time customer satisfaction high score because they didn’t just focus on one element – they looked at the entire user experience. Users care about battery life and phone design, but they also care about what these products were made for in the first place (i.e., calling and texting). All of these elements need attention.
For the most part, manufacturers saw what their customers wanted — all of it — and made concerted efforts to improve. And, according to the data, they succeeded.