An Aura of satisfaction

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Each year since 2003, marketing consultancy Aura Corporation has canvassed opinion of the UK mobile market for the Mobile Industry Customer Satisfaction (MICS) survey.

The 2008 poll, the fifth of its kind, was carried out between November 2007 and February 2008 on a customer response base of 2,750. It has collated information on what the UK public thinks of the products and services it gets, and where it thinks improvements can be made.

Aura believes, across surveys it does in other consumer sectors, a score around 70 per cent is averagely good, closer to 80 is very good and below 60 is dreadful.

No big mobile brand scores really highly in comparison to other trade sectors – the best do averagely good. Accordingly, the 2008 MICS results for customer satisfaction in retail and network airtime are fairly kind to O2, and make particularly grim reading for Orange and, again, Phones 4U.

This year’s sample was taken too early, says Aura, for the industry’s new Harley Davidson brands – those companies whose brand name alone garners them a particularly diehard and uncritical following – to feature. So, it will be another 365 days until Apple and, perhaps, BlackBerry tear up the rule book and top the handset charts.

Read full feature in issue 412 of Mobile New, dated April 21, 2008.

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