19th Sep 2016
Customer satisfaction in the telecommunications and media sector has increased, the latest UK Customer Satisfaction Index (UKCSI) from the Institute of Customer Service shows. But it remains the lowest of any industry, due to high numbers of complaints, low levels of trust and a minimal number of successful initial customer interactions.
The Index, which measures customer satisfaction across 13 sectors of the economy, gives the sector an overall customer satisfaction rating of 72.9 out of 100. Its rating has increased by 1.2 points since July 2015, but still lags 4.5 points below average.
The rise is reflected in small improvements across virtually all measures and channels. However, despite these improvements, the sector also received the highest proportion of customer complaints. Although this has dropped by 2.6% over the past year, the figure is still much higher than the UK average of 12.5%.
This may be because more customers experienced a problem, or simply because more customers felt able to complain. More than 85% of customers who experienced a problem made a complaint, compared to the UK average of 75.9%.
The study also shows that the sector delivers the least number of successful initial interactions with customers; 27% of customers felt that the telecoms firm they had dealt with most recently had not got everything right first time, and 60% of these consumers felt the need to follow up with the organisation in question. It is also, alongside utilities, the least trusted sector.
However, there have been a number of improvements. In total, eight organisations within the sector have improved, with only one demonstrating a fall in customer satisfaction. Giffgaff topped the tables as the industry’s highest scorer, while Tesco mobile was the most improved. Both climbed the overall UKCSI ranks to number 25 and 31 respectively.
This progression from challenger brands indicates a need for established players to improve their customer service in order to compete effectively and increase their market share.