Customer Satisfaction levels for mobiles providers
Monday January 18, 2010
According to research from one of Australia's the largest independent research company, the Australian mobile phone industry was measured at 66.4 per cent for the level of customers satisfied with their service provider for the six months to October 2009.
On a service provider basis, it was market leader Telstra that was awarded the lowest ranking, falling even below the Total Industry average with a low 62.3 per cent while Optus did not rate much better with 67.5 per cent.
Customer Satisfaction Levels for Service Providers:
- Virgin Mobile - 72.7 per cent
- 3 Mobile - 7.25 per cent
- Other Providers - 69.8 per cent
- Vodafone - 69.6 per cent
- Optus - 67.5 per cent
- Telstra - 62.3 per cent
When it came down to customer satisfaction levels between Post Paid and Pre Paid mobiles, it was the Post Paid mobiles that were rated of higher satisfaction levels with a 67.5 per cent rate whereas Pre-Paid mobiles satisfaction levels were awarded 65.1 per cent.
While the general categories were compared, within these subsectors it was determined that the smallest mobile phone service provider Virgin was given the highest level of customer satisfaction from Post Paid customers with 79.2 per cent, placing it ahead of the two major mobiles players of Telstra and Optus.
Similar to its total market performance in satisfying its customers, Telstra trailed behind all of the major players with only 62.8% of its post paid customers being "satisfied."
Post Paid Customer Satisfaction Results:
- Virgin Mobile - 79.2 per cent
- Vodafone - 75.8 per cent
- 3 Mobile - 72.6 per cent
- Other Providers - 71.0 per cent
- Optus - 69.4 per cent
- Telstra - 62.8 per cent
The Pre Paid mobile phone market was relatively even in the eyes of customer with no significant difference in the level of customer satisfaction between any of the major players.
Pre Paid Customer Satisfaction Results:
- Other Providers - 70.0 per cent
- Vodafone - 67.1 per cent
- Virgin Mobile - 67.0 per cent
- Optus - 65.8 per cent
- Telstra - 61.6 per cent
Norman Morris, Industry Communications Director of Roy Morgan Research, stated that there were clear distinctions in the customer satisfaction levels when it came to the various different levels and types of mobiles services.
"It appears that all the major players are performing better in terms of customer satisfaction in the post-paid market than for pre-paid. It remains to be seen whether they can all improve their performance in the pre-paid segments."
Roy Morgan Research specialises in omnibus and syndicated data and is considered to be the authoritative source of information on print media measurement, financial behaviour, voting intention and consumer confidence.
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