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Home arrow Marketing Research News arrow Market Research Blogs arrow Broadband Satisfaction Increases According To Ofcom Study
Broadband Satisfaction Increases According To Ofcom Study PDF Print E-mail
Written by Anand Srinivasan   
02 Mar 2015

Customers of broadband, landline, mobile and pay TV in the United Kingdom are more satisfied with their products today than they were a year ago. This is one of the biggest takeaways from a recent Ofcom study. For the research, over 6000 customers were interviewed to study the different aspects of customer service offered; including the speed with which their issues were dealt with.

The highest level of satisfaction was reported in the pay TV market where over 80% of the surveyed customers were reported to be satisfied with their product. Among those who had a complaint, the satisfaction over the issue resolution was 68% - up 14 percentage points since 2011.

Over two thirds of broadband customers (69%) expressed satisfaction over their product. To put this in perspective, the satisfaction ratings are nine percentage points higher than what they were in 2009. A similar trend could be found among landline customers too where close to 67% of the customers were noted to be satisfied with the service – up from 58% back in 2009.

Mobile network customers too were seen to be more satisfied compared to earlier years. Close to 73% of the surveyed mobile customers expressed satisfaction with their networks. This is a steep improvement compared to the 59% satisfaction levels noted in 2009.

How does this compare to the United States. A 2010 FCC study found that 93% of broadband customers were either very satisfied or somewhat satisfied with their network provider in the US. However, according to the American Customer Satisfaction Index report from last year, the level of satisfaction among customers has dropped over the past year. 65% of customers were happy with their internet in 2013 compared to just 63% in 2014.

A similar trend can be noticed among subscription TV providers as well – satisfaction ratings were 68% in 2013 compared to 65% in 2014. Among the various parameters used to gauge the ratings, the highest satisfaction among customers was noted for HD picture quality, ease of using the remote and menus and the TV signal reliability.

Among landline customers, the change in satisfaction ratings over the year was minimal. There is a one percentage point drop in satisfaction over the past year with 73% customers still satisfied with their provider. However among mobile service providers, the satisfaction ratings were marginally lower with only 72% satisfied customers. This figure has however remained unchanged over the past year.

So what should service providers do to win back unsatisfied customers? The study shows the greatest level of dissatisfaction among customers who had to spend hours dealing with the helpdesk for issue resolution. The ACSI report in fact shows call centers as the benchmark with the lowest ratings across broadband, landline, mobile and pay TV. Coupons are another way to win back customers. One of the companies with better ratings among subscription TV, Verizon FiOS offers promo codes routinely to customers and prospects; although such promotions play only a small part in the overall scheme of things – service quality is still the primary driver for adoption.

Except for the FCC study, the pattern of satisfaction among the various network services are not too different between the United States and the United Kingdom. As companies struggle to handle bandwidth to accommodate the growing number of subscribers, it will be interesting to see how the satisfaction ratings would sway over the next few years.
 
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