Overall satisfaction among wireless mobile users has increased by approximately one percentage point to 92.6% during 2007 as networks continued to improve services and streamline processes, according to IDC's India Mobile Services Usage and Satisfaction Study 2007. However, customer care suffered due to large increase in subscriber additions.
Only three of 11 service providers covered – Aircel, BPL Cellular and Hutch/Vodafone – were able to meet the 95% satisfaction level set by TRAI, as compared to only one service provider in 2006 (Spice) and two service providers in 2005 (Idea and Aircel).
Commenting on the study, the 3 rd in a series, Kapil Dev Singh, Country Manager, IDC India said, "Indian telecom operators have done a good job of satisfying customers continuously over the last three years. But this may not continue if the government does not address the issue of spectrum availability speedily. Though at present it is considered a core technology issue customers will soon start complaining about network quality ."
These findings are a part of IDC's 3rd India Mobile Services Usage and Satisfaction Study conducted on a sample of 4,760 mobile users spread across 18 major cities from a representative set of category A, B and C telecom circles.
Customer churn an area of concern
Despite an improvement in overall satisfaction, customers were quick to jump at a better offer from a competing network, the study showed.
This trend has grown in the last one year and is more pronounced in B and C telecom circles. The number of loyal customers has gone down and the number of disloyal and opportunist consumers has risen from 18% in 2006 to 20% in 2007. It may increase further when the long awaited number portability is finally introduced in India, the IDC India survey adds.
Commenting on this trend of shifting loyalty among mobile users Shailendra Gupta, Senior Manager, Consumer Research, IDC India said, "Mobile service providers should not let go of their brand's inherent perceived strengths and continue to devise innovative pricing schemes and offers. With the total number of mobile subscribers in India set to double to 500 million by 2010, the pie is big enough for everyone."
Of India's two oldest telecom players, the BSNL and MTNL, only MTNL achieved higher than industry customer satisfaction level at 92.8%. Two of the largest telecom players, Tata Telecom and Reliance Communications (both GSM and CDMA) lagged behind the industry average in customer satisfaction. |
