The latest South African Consumer Satisfaction Index (SAcsi) has been released, showing which mobile internet providers are most loved by South African consumers.
According to SAcsi, South African consumers were left wanting with mobile internet providers over the past year, as the companies failed to deliver on the speeds consumers demanded, and make things difficult when it comes time to switch.
“South Africans are about as happy with their wireless internet service providers as they are with airlines, which is to say they are not very happy at all,” the group said.
While average customer satisfaction scores with wireless internet providers increased slightly from last year’s score, the index shows that the industry is among the five lowest industries measured across 21 different sectors.
Over 1,400 customers of Telkom, Vodacom, Cell C and MTN gave wireless internet providers (excluding any voice services) an overall satisfaction score of 68.2 out of 100. T
The data was collected between November 2015 and January 2016.
Telkom and Vodacom both took leadership positions with scores of 69.7 and 69.4 out of 100 respectively. Cell C scored on par with the industry at 66.8 out of 100 and MTN scored below par for the second year running at 66.3 out of 100.
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According to Adrè Schreuder, CEO of Consulta and founder of SAcsi, scores lower than 70 out of 100 generally indicate poor customer satisfaction.
“Even as internet usage grows, customers are frustrated with unreliable service and slow broadband internet speeds. They resent not being able to modify products once they’ve made their purchases.”
“Customers have high expectations and we see that when brands that do not live up to those expectations, customer satisfaction drops,” Schreuder said.
Value and loyalty
One area in which wireless internet providers perform well is value for money, with Telkom customers giving the company the highest score for perceived value, followed closely by Cell C.
Vodacom’s perceived value score is on par with the industry average and MTN recorded the lowest value score this year, SAcsi said.
“This means that Telkom and Cell C customers are happy with the quality of service they receive relative to the price they pay. We see that companies with the highest customer satisfaction are generally those that find the right balance between quality and value,” Schreuder said.
Telkom and Vodacom led the loyalty rankings, while MTN customers said they are less likely to purchase more products from MTN.
Overall Net Promoter Scores decreased from the previous year (from 5.9% to 2.0%). Despite recording a lower NPS score, Telkom has the best NPS score for 2015, which indicates that Telkom’s customers are more likely to recommend the company to their friends, family and colleagues.
In contrast, Cell C’s customers are the least likely to recommend the company.