Business wireline customers who bundle their voice and data services actually experience increased customer satisfaction and loyalty, according to the J.D. Power 2013 U.S. Business Wireline Satisfaction Study.
“Bundling offers businesses the convenience of having a single contact and bill for multiple services, which streamlines and simplifies the company’s day-to-day telecom management,” said Kirk Parsons, senior director of telecommunications services at J.D. Power. “In many cases, businesses experience a cost savings, as most wireline providers will offer incentives to customers who bundle services. Combined, these factors contribute to a more satisfied and loyal customer.”
Among business customers bundling their services, satisfaction is 668 on a 1,000-point scale, compared with 660 among those purchasing only data services from a single provider, and 653 among those purchasing only voice services from a single provider. Average performance in four of six factors (performance and reliability; sales reps and account execs; billing; and communications) is highest among customers bundling their services.
According to the study, wireline business customers’ desire to bundle services is increasing, too. In 2013, 15 percent of customers indicate that their main reason for selecting their provider was the ability to bundle services, up from 6 percent in 2012. Along with lower price, the convenience and simplification of service bundling is also driving purchase decisions as to which company to choose.
Additionally, business customers that bundle data and voice services are less likely to contact their service provider with customer service needs, which can lower overhead for providers. These customers are also the most loyal to their service provider, with 21 percent saying they “definitely will not” switch providers in the next 12 months—a higher percentage than any other group.
