Two different indicators of telecom customer service excellence came across the wires this morning – unrelated companies releasing data that point to the same conclusion: it pays to invest in customer service.
Data point number one: TELUS released its quarterly financials, which included an objective key performance indicator of customer satisfaction: churn. What percentage of customers cancel their service each month? This past quarter, TELUS achieved a 0.99% churn among its post-paid wireless customers, an improvement of 12 basis points. Contrast this with Bell’s reported 1.24% (an improvement of 1 basis point) and Rogers’ reporting of 1.20% (an improvement of 2 basis points).
Data point number two was the release of The 2014 Canadian Wireless Total Ownership Experience Study from JD Power. JD Power ranked customer satisfation highest at Sasktel, for the second year in a row. Among the major 3 carriers, TELUS scored 717, compared to Bell at 688 and Rogers with 674.
Does it pay to invest in customer service? The National Post report on TELUS financials carried a headline of “Telus Corp captured almost 60% of net new cellphone contracts in Q1“.
When pricing for many basic plans appears to be similar, customer service can be a significant competitive differentiator.
There will be a session looking at Customer Experience Management at The 2014 Canadian Telecom Summit, exploring these issues and more.
| Customer Experience Management Tuesday June 17, 2014: 2:15 pm |
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It is an outstanding panel with leaders who are delivering excellence in customer service.
The Canadian Telecom Summit takes place June 16-18 in Toronto. Register before May 15 and save more than $250.