Pricing and subscription plans remained as the most important factor for Singaporeans in selecting their telecommunications service providers, says Frost & Sullivan.
Mr. Nitin Bhat, Partner at Frost & Sullivan said that based on Frost & Sullivan Singapore Telecommunications Services Customer Experience study, 83 per cent of consumers said that they will choose their service providers based on pricing and subscription plans while 62 per cent of consumers said they will make their choice based on their individual customer experience.
Frost & Sullivan conducted an online survey from October to November 2014, involving 1,300 respondents, randomly selected from consumer online panels, to measure customer experience in the telecommunications sector in Singapore.
Mr. Bhat said that based on the survey, M1 ranked first in the Customer Experience Index in Singapore, followed by StarHub and SingTel. He added that the scores for the service providers signify that qualitatively their Customer Experience rate between “Somewhat Positive” and “Very Positive”, though on the lower end of the scale.
“More importantly, the ratings reveal that the telecommunication companies have ample room to improve the quality of customer experience for their customers,” he added.
Mr Bhat said that the good news is that all companies surveyed scored above 3 and a lower rating would indicate that they are not able to provide the minimum levels of customer experience. He added that based on the survey, many service providers did not do enough to establish and reward customer loyalty and tenure with more than 40 per cent of respondents feeling unrewarded.
“Even with customers who do receive loyalty rewards, the service providers generally demonstrate little innovation and differentiation in terms of privileges. Approximately only 3 per cent felt that they were getting any form of personalized treatment,” he added.
In terms of rewards-based appreciation, M1 registered the highest scores for going the extra mile to reward their customers. Examples cited include birthday treats and discounts and vouchers to its customers.
“These companies are the ones that have been voted highest by their own customers when it comes to delighting them,” he added.
In Singapore, M1 has been recognized by their customers, based on the latest Customer Experience survey conducted by Frost & Sullivan, with the Excellence in Customer Experience Management, Telecommunications Industry (Singapore) in Overall Experience, In-Store Experience, Contact Center Experience and Mobile Experience.
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