https://www.engineeringnews.co.za

Customer care now as critical as mobile operator network quality – survey

26th July 2016

By: Natasha Odendaal

Creamer Media Senior Deputy Editor

  

Font size: - +

Mobile customer care is now just as important as network quality to consumers as a deciding factor in choosing and staying with a mobile operator, a new report by Nokia has found.

Nokia's tenth ‘Acquisition and Retention Study’, which highlights current consumer trends for mobile operators, reveals that mobile customer retention increasingly relies on customer service and value.

Cost and billing still had the greatest impact on customer retention, with 34% of the 1 000-odd South African respondents to the survey deeming this imperative when choosing to stay with an operator, explained Vodafone Middle East and Africa group customer solutions architect Pieter Lombard.

Speaking during a presentation at Nokia’s local Mobile World Congress Revisited Roadshow, in Johannesburg, on Tuesday, he said that while 26% of the local respondents say network quality still matters, some 27% insist customer care is a critical, deciding factor.

The survey, undertaken by marketing consultancy KAE on behalf of Nokia between December 2015 and January 2016, shows that, overall, cost and billing, network quality, customer care and service – which has 60% more impact on consumer loyalty than it did in 2014 – and device portfolio are the main reasons why mobile customers globally select and leave operators.

Further, the report found that customers often chose transparent packages with easy-to-understand terms and conditions rather than being won over by price alone.

Edited by Creamer Media Reporter

Comments

Showroom

Werner South Africa Pumps & Equipment (PTY) LTD
Werner South Africa Pumps & Equipment (PTY) LTD

For over 30 years, Werner South Africa Pumps & Equipment (PTY) LTD has been designing, manufacturing, supplying and maintaining specialist...

VISIT SHOWROOM 
M and J Mining
M and J Mining

M and J Mining are leading suppliers of physical support systems as used by the underground mining industry. Our selection of products are not...

VISIT SHOWROOM 

Latest Multimedia

sponsored by

Option 1 (equivalent of R125 a month):

Receive a weekly copy of Creamer Media's Engineering News & Mining Weekly magazine
(print copy for those in South Africa and e-magazine for those outside of South Africa)
Receive daily email newsletters
Access to full search results
Access archive of magazine back copies
Access to Projects in Progress
Access to ONE Research Report of your choice in PDF format

Option 2 (equivalent of R375 a month):

All benefits from Option 1
PLUS
Access to Creamer Media's Research Channel Africa for ALL Research Reports, in PDF format, on various industrial and mining sectors including Electricity; Water; Energy Transition; Hydrogen; Roads, Rail and Ports; Coal; Gold; Platinum; Battery Metals; etc.

Already a subscriber?

Forgotten your password?

MAGAZINE & ONLINE

SUBSCRIBE

RESEARCH CHANNEL AFRICA

SUBSCRIBE

CORPORATE PACKAGES

CLICK FOR A QUOTATION







sq:0.119 0.175s - 138pq - 3rq
Subscribe Now