Who is working hardest for their customers?

MTN, Vodacom and Telkom Mobile have shown a strong performance in the Ask Afrika Orange Index, placing in the top 20 for their customer service levels in SA.

The Orange Index, conducted by Ask Afrika, provides a customer service benchmark to companies – enabling them to compare their service within their own industry and across other industries.

The customer service of companies across different industries is compared by making use of an index score. In 2013, 109 brands across 22 industries were analysed along a typical value chain to ascertain the drivers of service in each industry.

Clothing retail store, Truworths, topped the index, followed by Toyota, medical aid scheme, Gems and Capitec Bank, in 4th place.

MTN placed highest in the tech and telecoms sector, in 7th place overall – followed by Vodacom (9th), Telkom Mobile (12th) and Vodacom Internet (18th).

While Capitec topped the banking sector for customer service, according to the index, FNB (15th) and Absa (20th) also made the top 20.

According to Ask Afrika, the automotive industry was the top performer for customer service, followed by the telecommunications industry and the banking industry.

Orange top 20
Orange top 20
Orange top 20 industry
Orange top 20 industry

In response to the latest Index, Telkom said it is “busy with very powerful thrusts” across the group to improve its customer service.

The group on Tuesday (15 October) also hailed “significant improvement in service levels of key business units”, as measured by the annual independent Orange Index survey of consumer experience.

In the sector for internet service providers, Telkom said its Internet’s overall ranking improved from 84th position in 2012 to 58th position in 2013 with an index score of 47.78% versus the 39.94% in 2012.

Manelisa Mavuso, managing director of consumer services and retail at Telkom, said in a statement that the improved scores for customer service are important markers of the company’s progress.

“We are busy with very powerful thrusts across Telkom to improve customer service, so the results of the Orange Index survey are encouraging,” he said.

“However, our latest service ratings not only show that we have made progress, but also that we have much further still to go. Our goal is to make fundamental changes that ensure our service is the best, and the customer ratings will then take care of themselves,” said Mavuso.

In the Index, Telkom Mobile was in 12th position overall, improving from 46th position in 2012. Telkom Mobile’s index score increased from 50.76% to 61.15% in 2013.

Telkom Fixed line’s index score improved from 26.7% in 2012 to 50.06% in 2013. Telkom Fixed line’s ranking improved from 105th position last year to 48th position in 2013.

A total of 9,620 customers were interviewed between February and July 2013 and are demographically representative of the South African population.

Overall service levels across brands increased in 2013 with a 4% reduction in dissatisfaction across the board.

“We want consumers to know that Telkom has already made big changes and more can be expected. The goal is to transform the company so that it excels in all the dimensions that are important to business and retail customers,” says Mavuso.

“Service is a major part of this drive, but we have also a number of other initiatives underway that will deliver products that will improve the lives of our customers.”

Orange Index: top 20 overall winners

# Company Sector
1 Truworths Clothing Retail
2 Toyota Automotive
3 Gems Medical Aid
4 Capitec Banking
5 Audi Automotive
6 Clientele Long-Term Insurance
7 MTN Mobile
8 Volkswagen Automotive
9 Vodacom Mobile
10 Metropolitan Long-Term Insurance
11 Pick n Pay Food Retail
12 Telkom Mobile Mobile
13 Steers Fast Food
14 Old Mutual Financial
15 FNB Banking
16 Foschini Clothing Retail
17 BMW Automotive
18 Vodacom Internet Internet Service Providers
19 Woolworths Food Food Retail
20 Absa Banking

MTN (62.30%) was the winner in the Mobile category with Vodacom (61.73%) in second place and Telkom Mobile (61.15%) in 3rd place.

“We believe that this accolade demonstrates MTN’s substantial investment in our network, customer service initiatives and our people’s training and development,” said Eddie Moyce, Chief Customer Experience Officer at MTN South Africa.

“Our success to date is due to the company providing our employees with an outstanding place to work, giving them a reason to live our brand and supporting our values of a ‘can do’ attitude, innovation, leadership, relationships and integrity,” Moyce said.

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Who is working hardest for their customers?