Tesco Mobile tops J.D. Power customer satisfaction survey


Retailer ranks highest in satisfaction among both contract and prepay customers in latest survey by J.D Power and Associates

Tesco Mobile has beat all other networks to top both contract and prepay divisions of the J.D. Power and Associates 2011 UK Mobile Phone Customer Satisfaction Study.

The retailer finished highest in the contract segment with a ‘Customer Satisfaction Index Ranking’ (based on a 1,000 point scale) of 741 and performed well in four of the six categories – cost of service, offerings and promotions, customer service and handset. O2 followed Tesco Mobile in the rankings with a score of 718. Vodafone finished bottom with a score of 675, 20 points behind its nearest rival Three.

The report, in its 14th year, found overall satisfaction among contract customers increased by 25 points from 2010 to an average of 698 with the survey finding that improvements have occurred across all aspects of the customer experience, with the largest gains in call quality and coverage and cost of service factors.

Among prepay providers Tesco Mobile ranked highest for a second consecutive year by achieving a score of 742, performing well in the call quality/coverage, cost of service, offerings and promotions and handset factors. Like with the contract segment, O2 finished second, this time with a score of 720.  T-Mobile finished last with a score of 679.

Satisfaction among prepay customers averages 707 in this year’s report – 18 points higher compered with 2010.

J.D. Power and Associates director of service industries Stuary Crawford-Browne said: “The industry has made notable gains in strengthening network infrastructure and has managed to do so without raising service costs, which is undoubtedly good news for customers.

“However, as adoption of data-intensive smartphones increases, it will be interesting to see how well providers keep up with pressure on networks, and whether price increases and caps on data usage will ensue. These could curtail the positive momentum on overall satisfaction that has developed during the past couple of years.”