Amaysim Ahead In Telco Satisfaction, Aldi Lags Behind
The firm’s Single Source survey of over 50,000 consumers reported that the majority of all mobile phone users were satisfied with their telco for the year to July 2017, at around 77.1%. This figure is down slightly on the 77.4% figure reported a year earlier, but up from 73.4% in 2014.
81.6% of those surveyed were satisfied with Amaysim’s service, an increase of 4.2% on the previous year. Optus was up 0.9% points to 79.0%, and Virgin also saw an increase, rising 3.5% points to 78.4%.
Meanwhile, Telstra declined by 0.3% points to 76.3%, and Vodafone saw a 2.6% points fall to 76.0%.
“Our research shows that competition among the leading mobile phone service providers is very tight as seen by the fact that generally little separates them in terms of customer satisfaction,” said Roy Morgan Research’s Industry Communications Director Norman Morris.
“This presents a major challenge for these companies if they are to obtain a competitive advantage on this important metric,” Morris said.
Aldi Mobile lagged behind the other five major telcos for customer satisfaction in the year to July 2017, and saw a decline of 8.9% points to 64.3%.
Roy Morgan also investigated the deciding factors involved in choosing a mobile phone provider.
“This is an area where there are major differences between providers, for example, customers who choose Telstra overwhelmingly do so for reasons relating to better coverage, whereas other major providers are selected primarily for price related reasons,” Morris said.