CellC has improved in leaps and bounds in the last few years. The suggestions I have for CellC are the following:
Which new products would you like to see?
I do not believe that CellC should change their game plan very much in this respect. The future is data, absolutely no question about it. Eventually people with legacy devices will upgrade to a device with data capabilities running Android or other smart devices. So this is the future. Continue developing this aspect of the business and make sure to change the perceptions that data is expensive on a smart device. People coming from other networks are used to paying though their teeth for data, tell them there is another option and that in the long-run perhaps launch an uncapped product not dissimilar to those offered by AT&T and other international operators.
The device procurement section is dropping the ball... other networks launch new devices considerably sooner than they appear in cellc stores. Additionally the range of devices is limited with CellC, or so it appears from the website to build your own contract.
I would also strengthen the relationship with banking institutions as a means of engaging with new customers. Develop a converged environment where banking and cell phone appear as one inclusive product.
Are there areas where CELL C can improve its support?
This has been a problematic area for CellC for a while. To begin with, upon calling 140 one is met with an IVR that is convoluted and confusing. Whilst it is useful to divert your customers with mundane and obvious questions to pre-recorded messages (such as balance check etc.) it is frustrating for legitimate callers to have to navigate though a complex arrangement of options to speak to a human being.
One has to confuse the system enough that that it kicks you out of the maze to actually speak to someone. I have since learnt that one can press 9 to jump to speak to an operator but why is there nothing prompting to press 9 to speak to someone? It's almost as if you don't want people to reach the call center at all!
Now that you have reached a human, there is never consistency about how the initial customer information is gathered. If I am calling from the number that requires support is it necessary to as "what's the number?" if I have number sending active? Depending on how pedantic the agent is one has to confirm their identity by answering a battery of questions - irrespective of the nature of your question. Sometimes an ID number and address suffices, other times the above and bank details, postal address, last recharge, last call and other superfluous information is required before you even ask your question.
All this happens while the agent's audibility over the phone is optimized for K9's. I struggle to hear ANY operator, from ANY device, including a landline. This needs to be attended to as a matter of urgency.
The 1st level support that eventually fields the question then attempts to resolve the reason for your call. Inevitably you're placed on hold, and have to endure either while noise interspersed with gaps of silence, or silence. During the silence one tends to check the minute counter for the call to ensure it has not been dropped. The agent then informs you that they do not have the required permissions to do some or other action on your account or that they need to speak to someone else to find out.
As a result, the first level support need more autonomy to deal with the questions they field. The agent then invariably says they have to call you back when the matter is resolved. This does not happen 80% of the time. I would suggest that a system is implemented to ensure that agents follow up on their return promises. Perhaps send an SMS to the customer telling them their reference number and in the back end add a follow up to ensure that it is indeed followed up.
There have been at least three occasions where I receive a call asking about the experience I received from support and my matter has still not been resolved. Please ensure that these calls are only made when the case is closed, not pending! Calling before then only means you'll get invalid customer satisfaction results.
Can they make it easier for you to buy their products?
CellC is doing alright in this department, I would however suggest that information is disseminated to the stores with greater urgency. There have been occasions where something is announced, either here or via another press statement, and a visit to the store to inquire about the product is met with blank stares.
It would also be far easier to buy products from CellC if they implemented a fully functional online ordering system. the current CellC Direct order system is slow and often takes several hours to return the calls. During this time the customer invariably visits a store and the wires are crossed somewhere along the line. In addition the credit approval system is too slow, sometimes taking more than a week to return meaning people are leaving and going somewhere else.
CellC should also invest in their MyTools application to make it easier to purchase data and other airtime directly from their website. This is particularly valuable for those with devices that cannot, or have less functionality, of the USSD system. Perhaps also a means of converting airtime to data would also be beneficial on the website instead of via the USSD system.
As an aside, the current capacha on the website is completely obfusticated and frustrates me to no end when I forget my password (also why is my account and my tools a different login?). I may however be partially blind, though I doubt it.
Where do you think the company is losing ground against its competitors?
To me it is a no brainer to be with CellC as it is cheaper and for my living arrangements fills a need. However, the network should be advertised better to inform people of the shortcomings of the coverage issues. Inform future customers that there is a roaming agreement for uncovered areas and implement the 3G roaming that we, on this forum, know to exist.
CellC needs to change the perceptions of very brand loyal customers of other networks. This is no small feat, but I believe the advertising campaigns should focus on changing perceptions rather than launching new fangled products. Keep the current product line up the way it is, but let people know that the network is growing at 200 towers (was it 200?) a month and that the home network is stable. People need to know that they can do a sim swap to change to the network, drive this message home, because 80% at least of new sign-ups will come from subscribers with contracts at other networks.
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