The latest South African Customer Satisfaction Index (SAcsi) shows that MTN has the least-satisfied cellular network subscribers in South Africa.
Vodacom came first, with an overall SAcsi score of 79.2 – an increase on its 2016 score of 78.9.
MTN’s score declined from 75.8 to 74.2 from 2016, while Telkom Mobile ranked second on 76.8.
Cell C scored 76.7 – up 1.6 points from 2016.
The ranking is based on brands exceeding or falling short of customer expectations and survey respondents’ idea of the ideal product, to achieve an overall result out of 100.
The sample included 1,183 network subscribers on prepaid and contract.
The research further revealed that operators’ biggest challenges were airtime costs, network quality, and call centres.
Telkom and Vodacom
“MTN… has struggled to provide good quality and customer service at home,” stated the report.
“This has allowed value-focused brands such as Cell C and Telkom Mobile to attract cost-conscious customers, while Vodacom has solidified its hold in the premium segment.”
Telkom took first spot when it came to perceived value by customers, with a score of 81.1.
Vodacom came second, on 77.8, followed by Cell C on 77.7. MTN fell 2.4 points to 74.5.
The Net Promoter Score (NPS) – which measures the likelihood that customers will recommend a brand to their family and friends – segment was also won by Vodacom, on 49.4%.
Telkom Mobile achieved 42.6%, Cell C 30.9%, and MTN 21.6%.