Face it, you secretly love Vodacom

The #DataMustFall hearings have been taking place in parliament, where speakers called for Vodacom and MTN to lower their data prices.

Tbo Touch, who is behind the #DataMustFall campaign, has given mobile networks a month to make changes to their mobile data prices.

“We will all move our subscription to the network that cares about its customers,” he said.

While Touch’s campaign was supported on social media, the truth is that Vodacom subscribers are not going to move to another network.

There are already cheaper alternatives available in the market, but despite paying higher prices, people remain loyal to Vodacom.

The reason is that mobile users are willing to pay for a high-quality network and great coverage.

Vodacom has the best and biggest mobile network in South Africa, with 99% 3G coverage and 58% LTE coverage.

The company invested billions of rand over the last few years to strengthen its network and is now reaping the rewards of this investment.

According to the latest Net Promotor Scores (NPS) – which show customer satisfaction levels – Vodacom has a 15% lead over its nearest rival.

It was also the only operator to increase its score over the past year, driven by value perception and network satisfaction.

The NPS values are backed up by Vodacom’s growth in subscriber numbers – which increased by 2.1 million over the last financial year to 34.2 million connections.

This means that Vodacom is the fastest-growing mobile operator in subscriber-number terms in the country.

So while Telkom’s new FreeMe packages offer better value for money than Vodacom’s products, people are not willing to vote with their feet.

The reason is simple: People love Vodacom. They may climb on social media to join the latest outrage campaign, but few of them are willing to leave Vodacom for another network.

nps

This is an opinion piece.

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Face it, you secretly love Vodacom