{"id":441732,"date":"2022-04-20T09:06:39","date_gmt":"2022-04-20T07:06:39","guid":{"rendered":"https:\/\/mybroadband.co.za\/news\/?p=441732"},"modified":"2022-04-20T09:14:04","modified_gmt":"2022-04-20T07:14:04","slug":"south-africans-hate-their-cellular-network-provider","status":"publish","type":"post","link":"https:\/\/mybroadband.co.za\/news\/cellular\/441732-south-africans-hate-their-cellular-network-provider.html","title":{"rendered":"South Africans hate their cellular network provider"},"content":{"rendered":"

Research from DataEQ, in partnership with Deloitte Africa, shows that telecoms remains South Africa\u2019s least-liked industry.<\/p>\n

The latest South African Telecommunications Sentiment Index revealed that the sector ranked last for the second consecutive year compared to banking, insurance, and food retail.<\/p>\n

Retail had a public net sentiment of 4.1%, followed by insurance at 1.4%.<\/p>\n

While banking had a negative public net sentiment of -7.5%, it was eclipsed by people’s dislike of telecoms.<\/p>\n

The researchers measured public net sentiment for the telecommunications industry at -31.5%.<\/p>\n

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The report also ranked cellular network operators according to customer sentiment, analysing operational and reputational customer opinion.<\/p>\n

Overall, MTN had the highest net sentiment of South Africa\u2019s mobile operators with \u20136.7% \u2014\u00a0extending its lead over the rest with a 14.9 percentage point improvement from last year.<\/p>\n

Vodacom saw an increase of 2.8 percentage points \u2014 enough to go from third to second place.<\/p>\n

However, Telkom is breathing down its neck after a 13.6 percentage point surge.<\/p>\n

Cell C dropped from second to fourth place thanks to a deterioration in operational sentiment.<\/p>\n

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\u201cOperational conversation pertains to mentions from consumers in a customer journey with a network provider, from those looking to sign up or cancel, as well as current customers or ex-customers reflecting on their experiences,\u201d the researchers explained.<\/p>\n

They found that Cell C\u2019s customer migration to Vodacom and MTN drove complaints.<\/p>\n

Rather than compete with MTN and Vodacom in network investment, Cell C opted to switch off its cellular network and entered separate deals with its rivals.<\/p>\n

Cell C prepaid customers would use an MTN-managed network<\/a><\/strong>, while contract subscribers roam on Vodacom\u2019s network<\/a><\/strong>.<\/p>\n

The researchers concluded that this resulted in a swell of customer complaints about network downtime.<\/p>\n

MTN and Rain also saw increased negativity around their networks, with network quality complaints doubling in their contribution to both operators\u2019 negative operational conversation year-on-year.<\/p>\n

Vodacom saw multiple flares in operational complaints over the year.<\/p>\n

The researchers stated that these complaints were primarily linked to the competitor\u2019s ShakeOff puzzles.<\/p>\n

Vodacom subscribers claimed the puzzles were impossible to complete.<\/p>\n

There were also some reports of Vodacom network downtime, the report said.<\/p>\n

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Vodacom was the only provider whose reputational sentiment declined year on year.<\/p>\n

The researchers found that this negative shift was tied mainly to a rise in negativity related to pursuing a telecoms licence in Ethiopia.<\/p>\n

Telkom recorded the most significant year-on-year improvement in reputation thanks to decreased negativity and a rise in positive reputational sentiment.<\/p>\n

While network quality and customer service remained highly negative areas for network operators in 2021, pricing sentiment increased by 6.4 percentage points from 2020<\/p>\n

\u201cIn 2021, Cell C, MTN and Vodacom all decreased the price of their 1GB, 30-day data bundle to R85, while Telkom reduced their equivalent offering to R79,\u201d the researchers stated.<\/p>\n

\u201cThis was likely a driving factor behind the progress seen by the industry in terms of pricing sentiment.\u201d<\/p>\n