Cell C wins big with migrations
According to the 2010 Telco Innovation Study conducted by Innovation Agency, Cell C has the most to gain from people switching providers.
The study further revealed that Vodacom has the biggest appeal amongst individuals over 50 and MTN is the favourite amongst under 30’s.
Most people switch to Cell C
The study reveals that from the overall 14% of the respondents who had switched Telcos, 47% became Cell C subscribers.
“As the new comer, and soon after their Trevor Noah campaign, it was not surprising that the results showed that Cell C were the biggest gainers,” says Rory Moore, CEO of Innovation Agency.
Respondents cited a variety of reasons for switching, with disappointing customer service right at the top of the list. Women were also 18% more likely to switch than men.
Vodacom rated most innovative, then MTN
Vodacom was rated as the most innovative Telco in South Africa by quite a margin in the 2010 study.
“What was quite interesting was correlating the demographic breakdown of the respondents with their rating preference – people over the age of 50 were the biggest group to rate Vodacom the most innovative provider. MTN was rated second overall with their biggest fans falling in the under 30 age group,” says Moore.
Senior managers rate marketing before products and technology
Senior managers earning above R750k per annum cited marketing as the biggest lesson that can be learnt from innovative Telcos – an indication of the direct correlation between company success and marketing.
The top Telcos were perceived as having excellent marketing to the target audience with specific reference to language and mind set used in relating to people.
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