Thursday, December 15th, 2011 - Roy Morgan Research
Vodafone has seen a second consecutive increase in the 6 months to October 2011, with 62% of their customers aged 14+ being either ‘Very’ or ‘Fairly’ satisfied, according to the latest Roy Morgan Mobile Phone Customer Satisfaction Survey.

A decrease in customer satisfaction was seen with Virgin (81%), 3 (68%) and Telstra (65%). Optus recorded an increase in satisfaction with 72% of their customers being either ‘Very’ or ‘Fairly’ satisfied. In the six months to October 2011, overall mobile phone satisfaction has held steady from the previous periods with 68% of Australian customers aged 14+ being either ‘Very’ or ‘Fairly’ satisfied.

Mobile Phone Service Provider Customer Satisfaction

Source: Roy Morgan Single Source (November 2010 - October 2011). Total main user of at least one mobile phone and gave provider (n=14,971). “% Satisfied” refers to the proportion of all customers who are “Very” or “Fairly” satisfied with their overall service with that  mobile phone service provider (on a five point scale). Total industry figure excludes those who ‘can’t say’ their provider. NOTE: Satisfaction score is provided by the respondent for the brand that the respondent has a relationship with.

Andrew Braun, Director Mobile, Internet and Technology, Roy Morgan Research, says:

“Recently Vodafone has been heavily marketing their brand and promoting their improved network coverage and the latest Roy Morgan Satisfaction data show continued improvement in their satisfaction ratings.

“It will be interesting to see whether this increase in customer satisfaction is due to the increased brand exposure from marketing efforts or whether in fact it has been caused by an improvement in the network itself. Given the industry average has been steady over the 12 months to October 2011, Vodafone has the advantage of not chasing a moving target and it will be interesting to see the satisfaction ratings in the coming months.”

The detailed Roy Morgan's Mobile Phone Service Provider Customer Satisfaction Report provides an indication of overall customer satisfaction trends starting from August 2009 for Mobile Service Providers within Australia with further analysis by post-paid and pre- paid customers, reporting only on companies with sample of at least 100 in each year.

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Roy Morgan Research

Roy Morgan Research is Australia’s best known and longest established market research and public opinion survey company.

Roy Morgan Single Source is thorough, accurate, and provides comprehensive, directly applicable information about current and future customers. It is unique in that it directs all the questions to each individual from a base survey sample of around 55,000 interviews in Australia and 15,000 interviews in New Zealand annually - the largest Single Source databases in the world. The questions asked relate to lifestyle and attitudes, media consumption habits (including TV, radio, newspapers, magazines, cinema, catalogues, pay TV and the Internet), brand and product usage, purchase intentions, retail visitations, service provider preferences, financial information and recreation and leisure activities. This lead product is supported by a nationally networked, consultancy-orientated market research capability.

Vaishali Nagaratnam
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