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The shocking truth about SA’s mobile networks: customers are happiest in the world?

Despite recent reports on poor mobile network quality in South Africa, a new report claims that South African customers are among the most satisfied mobile network customers in the world.

The South African customer index (SAcsi) released its latest survey report on mobile network customer satisfaction. According to the report, customer rating gave local networks an industry score of 76.7 out of 100, but satisfaction with mobile retail stores dropped to 4% from last year’s 71.6 out of 100 score.

The survey was conducted with 1 526 randomly selected MTN, Vodacom, Cell C and Telkom Mobile customers. This year’s results remained relatively the same as last years with MTN, Vodacom and Telkom Mobile scored above the industry, while Cell C fell under the industry average by 6.4%.  

“The fact that there is no clear industry leader and that there has been little to no change in both industry and company satisfaction scores indicates that there is no differentiator in the market, and that the mobile network service providers will find it increasingly difficult to find sustainable competitive advantage to compete with,” says Prof. Adré Schreuder, founder and chair of SAcsi. “Without clear differentiation and lower levels of customers loyalty, it will contribute to the ease of switching to another service provider, and the network service providers need to consider the possible implications of this,” Schreuder explains.

Sceptical of the headline you might be, but put that frowny face to one side for a moment. SAcsi is part of an international network of consumer research groups that licenses methodology from the American Consumer Satisfaction Index, which as far as we know is as reputable as any other bunch of cold callers. According to a metastudy of all licensees across the world, South Africans are more satisfied than anyone else with their network providers.

The 76.7 industry score puts South Africa at the top of the customer satisfaction table, Portugal scored 74.7, The UK and Turkey74, South Korea scored 73, The US scored 72, Kuwait scored 71, Singapore scored 67 and Brazil scored 65.

The South African survey looked at 1 526 randomly selected customers of Cell C, MTN, Telkom Mobile and Vodacom.

Perhaps we’re just too polite to say what we really feel on the phone?

The 76.7 industry score puts South Africa at the top of the customer satisfaction table, Portugal scored 74.7, The UK and Turkey74, South Korea scored 73, The US scored 72, Kuwait scored 71, Singapore scored 67 and Brazil scored 65.

[Source – SAcsi. Image – Shutterstock]

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