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To improve customer service, measure it differently
Stuart Corner
Wednesday, 21 April 2010 10:58
Page 1 of 2
The latest Roy Morgan mobile service customer satisfaction survey puts Virgin Mobile in the lead. VHA disagrees. I don't.
Virgin Mobile came out on top with 80.2 percent of respondents either 'satisfied' or 'fairly satisfied' with their service. Roy Morgan's historical graph showed that, for most of last year VHA was neck and neck with 3 but overtook it towards the end of the year leaving 3 at 75.2 percent at the end of March.
Over the year Vodafone lagged Virgin Mobile by a fairly consistent five percent, to finish with a 75.7 percent satisfaction rating at the end of March.
Unrelated to the publication of these figures by Roy Morgan, and in response to the ACMA's announcement yesterday of an enquiry into customer service, Michael Young, VHA's director of customer service & experience, said: "Although Vodafone and 3 customers have the highest levels of customer satisfaction of all the mobile carriers, the consistency of our customers' experience needs to improve and we still have a lot more work to do."
So I asked VHA to comment on the apparent discrepancy between this claim and the Roy Morgan findings. To which it replied: "Vodafone Hutchison Australia (VHA) access overall customer satisfaction as the weighted average of customers across all its brands, Vodafone, 3 and Crazy Johns, respectively.
CONTINUED
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