Customer satisfaction typically is thought of as a predictor of customer buying intentions and loyalty, propensity to desert one provider in favor of another, account longevity, revenue per relationship and financial performance.
“Customer satisfaction is a leading indicator of company financial performance,” says the American Customer Satisfaction Index. “Stocks of companies with high ACSI scores tend to do better than those of companies with low scores.”
That may be less valid than most assume, but to the extent that customer satisfaction is a useful metric, U.K. communications service customers might be more satisfied than U.S. customers.
A survey by Ofcom found that, on average, 85 percent of broadband customers were satisfied, the highest scores gotten by plusnet, the lowest by TalkTalk.
The American Customer Satisfaction Index is a long-running effort to measure customer satisfaction across many industries. But one finding has not, in my experience, changed very much: every communications service sold to consumers ranks at the bottom of industry rankings, with the exception of mobile phone services and video streaming subscriptions, which manage to score in the bottom third of all industries.
The ACSI scores are based on a scale of 100, so the figures might be comparable to Ofcom’s rankings, also based on a top score of 100. Other studies also confirm the relatively low satisfaction of mobile services in the recent past.
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