A new survey conducted by Ovum on behalf of Tektronix Communications reveals that a third of all consumers still cite poor quality customer care as the most important reason for changing their mobile service provider, with over half stating it as one of the key reasons for switching.
Offering his view on the survey results, Lyn Cantor, President of Tektronix Communications commented: "Despite significant investment in human resource and infrastructure improvements in recent times, customer care continues to be a challenge for Operators, impacting key KPI's such as customer satisfaction and NPS scores, and presenting an ever increasing risk of churn."
With 23% of mobile subscribers only rating their operator 'five out of ten' or less for customer care and up to a quarter of subscribers planning to change providers in the next 12 months, the results underline the cause for concern that exists. The survey also points to a lack of consumer confidence in the ability of customer care agents to deal with and pinpoint the source of problems quickly. When asked to rate the ability of customer care agents to resolve an issue, respondents were least
confident in an agent's ability to address poor network coverage, followed by a lack of confidence in the Operator's ability to deal with poor handset performance or dropped calls.