Sprint Buyback Program Ranks First Among the Four Major Carriers According to Compass Intelligence

Nov 14, 2011, 13:55 ET from Compass Intelligence

SCOTTSDALE, Ariz., Nov. 14, 2011 /PRNewswire/ -- Strategy acceleration firm, Compass Intelligence, announced today that the Sprint Buyback Program, powered by eRecyclingCorps, is the top ranked of the four major carriers.  This top ranking is based on a new study that compares the trade-in programs of Verizon, AT&T, Sprint and T-Mobile.  The study combines expert analysis with user research, secondary research and an assessment of each program's capabilities.

"As more users migrate to high-value smart phones, the desire and need to trade-in used devices is increasing.   And, our research has shown us that customers have some clear ideas of what they expect from carriers in-terms of benefits when trading in these valuable devices," said Kneko Burney, President & Chief Strategist at Compass Intelligence.  "Being able to fulfill incentives immediately at the time of the trade-in/buyback is seen as the best way to deliver an exceptional experience to customers in this regard."

Sprint ranked highest in this research due primarily to the fact that its program maps closest to what more than 900 end-users say they want in a buyback experience: instant incentives in retail locations. Specifically, wireless customers had this to say about their preferences for trading in their mobile devices:

  • 61% of consumers who conducted a buyback did so at a retail carrier store, and 68% of consumers who are interested in or plan to trade-in want to do so at their carrier's location.  So, the carrier's retail store, not mailing it in, is the best place to fulfill on Buyback/Trade-in promises.
  • 58% of the customers that hadn't conducted a trade said that they want instant credit in a carrier retail store.
  • Smartphones account for 58% of the mobile phones that respondents are interested in or planning to trade in.

"The issuance of instant credits during the process, the ability to conduct the buyback at the Sprint retail store location, and the no-hassle nature of the program – where Sprint customers don't have to bother with mailing in their phones to get instant in-store credit or other incentives, are key advantages," said Kate Pearce, Senior Analyst and Market Strategist at Compass Intelligence, who led this research effort.  

To learn more about this research and request a free summary of the findings click here: http://tinyurl.com/7ac36bf

About Compass Intelligence

Compass Intelligence specializes in decision-support from idea to execution and customer analytics for the high-tech and telecom industries.  Our experts make an impact through consulting, market sizing and segmentation, and competitive analysis.  Find us on http://www.compassintelligence.com  or follow us on Twitter (www.twitter.com/CompassIntel).

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Kneko Burney
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Kate Pearce
Senior Analyst and Market Strategist

SOURCE Compass Intelligence