A new survey has revealed that mobile virtual network operators (MVNOs) such as Tesco Mobile and Giff Gaff provide a much better experience for customers than the UK’s large mobile network providers.
The Customer Experience Excellence Survey, now in its fourth year has been developed by Nunwood and ranks the top 260 UK brands by the quality of experience they provide to customers.
Tesco Mobile performed well in the survey, finishing 12th place overall while Giff Gaff enjoyed similar success finishing 33rd.
The news will also go a long way to helping MVNOs to reassure consumers that Tesco Mobile is ‘no joke’. As of April, the O2 affiliated network had expanded its customer base to 3.5 million showing that the joke may be on the remaining consumers affiliated with other providers.
Giff Gaff too will be delighted as it invested £9 million last year improving its systems to accommodate growth. It would appear that this has also helped improve its current customer offering.
Meanwhile, the large network providers fared less well. O2 was the best placed at 105th, but no other large network provider placed in the top 200.
In terms of providing value for money to customers, Giff Gaff finished top and Tesco Mobile finished eighth out of the 260 brands, perhaps demonstrating that customers feel the best value is currently provided by the leading MVNO’s.
“MVNOs have a distinct advantage over large network providers, as they don’t carry the overheads and are much easier to control from the top down,” explains Nunwood’s Head of Experience Excellence, Michael Crow, who specialises in the telecommunications sector.
“Giff Gaff and Tesco Mobile have certainly stepped up consumer expectations and it’ll be interesting to see how the major players respond.”