The latest South African Customer Satisfaction Index (SAcsi) for mobile data service providers shows that consumers are generally disappointed with their networks.
Consulta Research said the data reveals that consumers express low levels of loyalty to their mobile data service providers.
Customer loyalty trends have shown a consistent decline over the past three annual indices, with the industry average declining from 71.1% in 2014 to 59.2% in 2016.
MTN’s customers show the lowest loyalty to their brand, with a score of 54.7% – down almost 10% from 2015. It is followed by Telkom at 59.2%, compared to 67.7% last year.
Cell C and Vodacom compare well against the customer loyalty industry average (59.2%), with scores of 61% and 61.6% respectively.
The data returned in this index reveals some of the lowest scores across the SAcsi industries it surveyed this year, said Consulta.
This is further indicated in the Net Promoter Score (NPS), which is calculated as the difference between the percentage of promoters or customers who recommended your brand, and detractors or customers who do not recommend your brand.
The NPS yielded an industry average of 1%. Telkom received the lowest sentiment with a score of -9%, followed by MTN at -4%, with Cell C just above the industry average at 2%.
Vodacom received a score of 9%.
The average industry score for the 2016 SAcsi Mobile Data Service Providers was 67.8 out of 100. A score below 70 is deemed low.
MTN received the lowest score at 65.9, beaten by Cell C (66.2), and Telkom (68.2). Vodacom led with a score of 69.7.
The index also reveals Vodacom customers expect the most of their supplier with a customer expectation score of 76.0, above the industry average of 74.2.
Telkom and MTN are on par with the industry average, while Cell C customers expect a lower level of service at 70.4.