BellSouth up, industry down in J.D. Power study

BellSouth reclaimed its position atop the J.D. Power and Associates rankings of business voice service providers in both local and long-distance, a year after finishing third in both categories.

Overall, customer satisfaction in both segments--local and long-distance--continued to fall in all seven categories that the annual J.D. Power and Associates 2006 Major Provider Business Telecommunications Voice Services Study measures. The average satisfaction ranking in long-distance dropped by about four percent, and the average satisfaction ranking in local service dropped by six percent.

BellSouth’s ranking numbers were also actually down but still significantly higher than the rest of the industry in local service and higher by a smaller margin in long distance. BellSouth scored an index rating of 701 in local service, based on a 1000-point scale, followed by: MCI (685), Verizon (684), AT&T/SBC (679), Sprint (666) and Qwest (638).

AT&T and Verizon had beaten out BellSouth a year ago.

In long-distance voice service, BellSouth posted a 724 ranking, followed by Verizon (717), AT&T/SBC (700), Sprint (683), MCI (689) and Qwest (662).

Sprint and AT&T were the top long-distance dogs in 2005.

The J.D. Power study looks at seven factors--performance and reliability; billing; sales representatives/account executives; company image; cost of service; offerings and promotions; and customer service.

BellSouth was not only first in overall rankings but led local service providers in all but cost of service, and led long-distance providers in every category except cost of service and customer service.

“The telecommunications market is shifting with the introduction of new technologies, and businesses rely on trusted providers to guide them through these transitions, ensuring continuity of service for customer business operations,” said Dick Anderson, vice chairman and president of business markets for BellSouth, in a prepared statement. “It is clear that businesses have confidence in the account teams and robust product portfolio that BellSouth provides for its customers.”

Steve Kirkeby, executive director of telecommunications and technology at J.D. Power and Associates, said telecom service providers need to work harder in uncertain times.

“Uncertainties in the telecommunications industry--such as acquisitions and mergers--have created several challenges for providers when it comes to raising customer confidence and satisfaction,” he said. “However, the issue of customer uncertainty can be overcome through the presence of well-informed sales representatives and account executives who are prepared to address customer questions and concerns. Customers will feel that their carrier understands their needs and will be better informed of the products and services available to them. Communicating with clients is the key to improving customer satisfaction in an uncertain market.”