{"id":377154,"date":"2020-11-24T13:01:04","date_gmt":"2020-11-24T11:01:04","guid":{"rendered":"https:\/\/mybroadband.co.za\/news\/?p=377154"},"modified":"2020-11-24T13:03:20","modified_gmt":"2020-11-24T11:03:20","slug":"rain-expectation-versus-reality","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/broadband\/377154-rain-expectation-versus-reality.html","title":{"rendered":"Rain – Expectation versus reality"},"content":{"rendered":"

Rain is facing a backlash<\/strong><\/a> from many of its subscribers who are experiencing slow speeds and connectivity issues.<\/p>\n

Slow speeds are nothing new for Rain, but the lockdown has resulted in the problems becoming more severe and more widespread.<\/p>\n

MyBroadband\u2019s speed test data shows that the average download speed on Rain\u2019s network plummeted during the lockdown.<\/p>\n

This is not surprising. Rain quadrupled its sign-ups during this period, which put its network under strain.<\/p>\n

The rapid increase in subscribers aggravated existing network problems and created congestion on many sites which previously performed well.<\/p>\n

The increase in subscribers – especially the higher number of users experiencing problems \u2013 further caused Rain\u2019s customer support channels to break down.<\/p>\n

Many Rain subscribers were left with poor speeds and no effective support channel to assist them.<\/p>\n

These subscribers took to social media to voice their frustration in the hope that the mobile operator would fix its network.<\/p>\n

Rain\u2019s network problems became such a prominent topic that investigative journalist Devi Sankaree Govender tackled the issue.<\/p>\n

Featured on the Devi show, the insert called Breakdown in Communication put the spotlight on Rain\u2019s challenges.<\/p>\n

You get what you pay for – Willem Roos<\/h3>\n

Commenting on the network problems and slower network speeds, Rain CEO Willem Roos said their subscribers get what they pay for.<\/p>\n

He said Rain customers should not expect the same network quality as what they would receive from MTN and Vodacom.<\/p>\n

He compared Vodacom and MTN to three-star Michelin restaurants, while Rain should be seen as an all-you-can-eat buffet.<\/p>\n

This explanation did not sit well with many Rain clients, but Roos\u2019s comments are in line with what the data shows.<\/p>\n

While Rain subscribers are complaining about network quality, very few of them are cancelling their subscriptions.<\/p>\n

Rain has no long-term contracts, which means it is easy to dump Rain and move to a competing service. This is not happening.<\/p>\n

Rain subscribers would rather complain about service levels on social media than vote with their wallets.<\/p>\n

The reason for this loyalty is Rain\u2019s attractive price points for uncapped LTE and 5G products.<\/p>\n

Rain\u2019s overall value proposition remains unmatched in the South African mobile market, which means subscribers are willing to put up with a lot before moving.<\/p>\n

Expectation versus reality<\/h3>\n

Rain\u2019s biggest challenge is that a large group of its subscribers are getting worse service levels than what they expected.<\/p>\n

If the operator wants to cut down on customer complaints it will have to manage customer expectations.<\/p>\n

This is, however, easier said than done. Vodacom and MTN have set the bar high in terms of network performance and coverage.<\/p>\n

Consumers are used to excellent mobile network speeds and will expect a similar service from Rain, independent of the price they pay.<\/p>\n

What is making the situation more challenging is that Rain\u2019s long-term clients are used to excellent network speeds when the operator had fewer clients.<\/p>\n

Some of them are now experiencing far slower speeds because of network congestion, which they find unacceptable.<\/p>\n

To address this problem, Rain will have to align its marketing message \u2013 and therefore customers\u2019 expectations \u2013 with what their customers are experiencing.<\/p>\n

There is currently a disconnect between expectation and reality, which is behind a lot of the backlash from Rain subscribers.<\/p>\n

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Rain’s average download speed – Expectation versus Reality<\/h3>\n

\"Rain<\/a><\/p>\n

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Devi – Breakdown in Communication<\/h3>\n