According to a recent Roy Morgan survey, the Australian mobile phone industry was measured at 66.4 per cent for the level of customers satisfied with their service provider for the six months to October 2009.
On a service provider basis, it was market leader Telstra that was awarded the lowest ranking, falling even below the Total Industry average with a low 62.3 per cent while Optus did not rate much better with 67.5%. Given that most users are with either Telstra or Optus, this isn’t much of a surprise.
Customer Satisfaction Levels for Service Providers:
- Virgin Mobile – 72.7%
- 3 Mobile – 72.5%
- Vodafone – 69.6%
- Optus – 67.5%
- Telstra – 62.3%
When it came down to customer satisfaction levels between Post Paid and Pre Paid mobiles, it was the Post Paid mobiles that were rated of higher satisfaction levels with 67.5% whereas Pre-Paid mobiles satisfaction levels were at 65.1%.
Virgin was given the highest level of customer satisfaction from Post Paid customers with 79.2%, placing it ahead of the two major mobiles players of Telstra and Optus.
Similar to its total market performance in satisfying its customers, Telstra trailed behind all of the major players with only 62.8% of its post paid customers being “satisfied.”
Post Paid Customer Satisfaction Results:
- Virgin Mobile – 79.2%
- Vodafone – 75.8%
- 3 Mobile – 72.6%
- Optus – 69.4%
- Telstra – 62.8%
The Pre Paid mobile phone market was relatively even in the eyes of customer with no significant difference in the level of customer satisfaction between any of the major players.
Pre Paid Customer Satisfaction Results:
- Vodafone – 67.1%
- Virgin Mobile – 67%
- Optus – 65.8%
- Telstra – 61.6%
Roy Morgan Research stated that there were clear distinctions in the customer satisfaction levels when it came to the various different levels and types of mobiles services.
“It appears that all the major players are performing better in terms of customer satisfaction in the post-paid market than for pre-paid. It remains to be seen whether they can all improve their performance in the pre-paid segments.”
