The telecommunications sector requires quite a lot of problem-solving on behalf of the service delivery team, who have to deal with irate customers because they can’t make calls, access the Internet, or their devices are acting up.
And, because the offerings are relatively similar, so service delivery and training of service teams is an important differentiator in customer loyalty.
MTN Mobile came out on top in this sector winning the Telecommunications industry category, and was ranked eighth overall out of 155 companies, also winning a new award for the best call centre, and coming tenth in a service in social media, in the Ask Afrika Orange Index. MTN Mobile has won the Telecommunications industry award in 2007, 2008, 2009, 2011, 2012 and 2013.
The Ask Afrika Orange Index is a South African customer satisfaction benchmark, established in 2001 and now measuring 32 industries and 155 companies. It is the broadest and most widely-referenced service excellence benchmark in South Africa, and not only measures service within industries, but across industries.
“The Ask Afrika Orange Index has served as a key tool and barometer to help us measure the progress MTN has made and continues to make, in our quest to create a perfect and unrivalled customer experience for all our clients,” says Eddie Moyce, chief customer experience Officer at MTN SA.
“Over the years, it has consistently surveyed the market to help organisations, among other attributes, to gain better understanding of their customers’ perceptions and views. It has also continuously evolved to ensure that it remains relevant and useful throughout the years in order to align itself to the fast moving competitive landscape of the various South African markets.”
Vodacom Mobile was hot on MTN’s heels in tenth place overall, and second in the industry, achieving second place for service through social media (industry winners in 2010 & 2006).
Cell C Mobile came in 33rd overall and third in the industry, third for social media (industry winner in 2004).
MWeb topped the ISP industry category, placed 38th overall, coming 18th in the social media award. Vodacom Internet was second in the industry and 54thoverall (industry winners in 2013 & 2012).
Cell C Internet placed 76th overall, and third in the industry (industry and overall winner in 2004), and MTN Internet 84th overall and fourth in the industry (industry winner in 2011).
Telecommunications once again took the lead with Telkom Fixed Line in 93rd place overall and fourth in the industry. Telkom Internet came 98thoverall and fifth in the industry (industry winner in 2010), followed by Telkom Mobile 105th overall and fifth in the industry.
“Consumer expectations exceed the transactional encounter, excellent service is about an overall positive experience and honouring commitments. Winning companies perform significantly better on reputation and fairness. Service today is values-based and authentic, differentiation requires innovation and pro-activeness. Service in itself contributes only 11% to loyalty, emotional satisfaction, meaningful engagement and trust yield customer commitment.
Context matters, customers expect to see what companies do for them and for South Africa,” says Sarina de Beer, MD of Ask Afrika.
