A survey of UK broadband customers has revealed a significant gap between the highest and lowest-rated broadband providers in terms of customer satisfaction.
The survey took into account satisfaction levels, based on five criteria: ‘sense, feel, think, do and connect’, with the result being a score connected to brand loyalty levels, measured by likely future purchasing decisions and likelihood of recommending the brand to others.
It revealed the highest-ranked of the major broadband providers was Sky with a score of 84 (out of a possible total score of 140) followed by Virgin Media with a score of 80 (out of 140)
By contrast, the lowest-ranked major suppliers had less than two-thirds satisfaction rates. TalkTalk scored just 67, and BT scored 68. Even worse were EE and Vodafone (who both scored 71). Meanwhile O2 scored only 76, and Three scored just 77.
But the most interesting finding from the research is that two much smaller broadband providers had the best scores of all: Lyca were top with a score of 94, and Giffgaff were second with a score of 90.
The poll of 2,108 adults was designed to ensure that all the people taking part had at least six months experience using at least one of these broadband and telecoms providers.
The survey results could have a major impact on how each brand shapes its future strategy. If a provider with a low rating seeks to grow mainly through customer acquisition, then it may be stymied by a lack of recommendation, not least because negative feedback from unhappy customers will back up the findings of any surveys.
Moreover, as more people get broadband services, the market for new customers will shrink, making expansion more dependent on a combination of acquisition and retention. That makes it more likely that providers who have good retention rates to start with will have a natural advantage when it comes to customer acquisition.
Research conducted by the Rufus Leonard Agency (www.rufusleonard.com).