The telecommunications sector has improved its absolute numbers in all customer experience pillars, although very slightly, with a maximum change of 0.2 points. The other sectors have shown better growth, causing all the telecommunications brands to drop in the rankings compared to last year. Only two companies made it into the top 100 in 2018: Vodafone and Sazka Mobil.
Customers’ reactions show that there is a difference in how they perceive telecom providers and virtual network operators. The VNOs (Sazka Mobil and Mobil.cz) beat the infrastructure-owning providers in two categories. The first is in Time and Effort, a pillar where the sector does quite badly in general (5% below market average), but the VNOs could change that. Their customers have repeatedly mentioned the option to arrange everything quickly and easily, which is not always true in the case of the biggest players.
Vodafone, the sector’s winner, is one shining exception to the rule among the big operators. On the international level, the company has greatly emphasized customer experience for a long time now, which, in turn, has a positive effect on the customer experience in the Czech Republic..
The second category where the VNOs win is the price-quality ratio. Czech customers are very sensitive about this metric because, when purchasing power parity is considered, we are among the countries with the most expensive mobile and data services in the entire EU. KPMG‘s 2018 study Czech Digital Household stresses the importance of price, revealing that most Czechs (68%) switch their mobile operator because of price, while in the case of fixed line internet, technical parameters are the most common reason.
In general, the thing annoying customers the most is a lack of respect from the operators manifesting in differences between purchased services and reality, unsolicited phone calls, arrogance, and how difficult it is to change anything. Their attitude often improves only when the client threatens to leave for another provider. If the operators can learn to avoid these dishonest practices, the customers will surely show their appreciation.
“I was calling the company because of a lottery ticket that I got for recharging my credit. Although it was past midnight, the operator was very friendly and explained everything I needed to know. Although I did not win anything, I was very pleased with how friendly and helpful the communication was.” (Sazka Mobil)
“They called me with an offer to buy electronics. I explained I wasn’t interested and that I would like to have one of my family member’s phone number transferred to my plan. Everything was done and transferred as I wanted, so everyone is happy.” (T-Mobile)
“A reliable operator. I needed a plan for my daughter and they offered me the same one I had without any fuss. I also like that they send a thank you note every time you pay the invoice.” (Vodafone)