Half of SA mobile users would change their operator
A new survey has revealed that as many as half (49%) of South African mobile users would change their mobile operator if they could.
The survey, commissioned by telecommunications software provider Comptel, noted that many users would change due to other operators presenting a better offer.
Andrew Gavin, business development manager, Comptel said that in the rush to deploy new technologies and networks, operators often overlook the real core of their success: customer relationships.
According to the survey, more than half of South Africans want their mobile operator to communicate with them at every touch point—including when they’re experiencing poor connections (69%), need a new service (50%) or are joining the service for the first time (56%).
Comptel’s survey found that 58% of the South Africans surveyed said that they were likely to pay for a temporary upgrade for bandwidth if given the option.
“The need for a personal touch will become critical as more CSPs deploy LTE networks across South Africa, considering there’s convincing evidence that mass-marketing LTE services isn’t the most effective way to generate revenue,” Gavin said.
The survey, which was executed by independent research firm Vanson Bourne, polled 6,000 consumers from 12 countries across EMEA, Latin America and Asia Pacific.
More than three quarters of consumers agreed that one way mobile operators can improve their personal interaction with customers is by proactively recognising and acknowledging poor service quality when it happens.
Nearly three out of five said they would like an apology or some form of compensation for the issues.
Other Key Findings:
- On average, respondents have been with their mobile operators for a little more than five years, with more than a third having been with their operators for more than seven years.
- However, 36% indicated that they might consider changing their mobile operators now if they could.
- More than four in ten consumers said that they selected their current mobile operator, as their friends and family are with the same one.
- In addition to social network influencers, the results indicated flexible pricing and service options and good quality of service as primary drivers for customer acquisition and retention.
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