More than half of mobile users in the UK do not trust their provider, new figures have revealed.
According to research conducted by the ECSP Europe Business School in partnership with Pitney Bowes Business Insight, only 45% of consumers in the UK trust their mobile provider, while even less trust their mobile provider’s customer services.
The research, which surveyed 1,000 UK residents online, found that only 24% of respondents believe that their mobile operator is doing a good job at implementing management policies and practices that govern customer interactions, while just 40% trusted their mobile provider.
Meanwhile, although 42% of respondents stated that they felt satisfied with the treatment and services they receive from their operator, only 31% of respondents felt that if they shared their problems with a service provider they would receive a caring response.
Pitney Bowes Business Insight's chief marketing officer David Newberry said: ‘Today, competition in the telecommunications industry is fierce, making it one of the most challenging markets in the world for ensuring customer satisfaction and building relationships.
‘When it comes to their mobile network providers, customers’ satisfaction with their previous experience has a lot more influence on overall trust than in other industries. The challenge, as illustrated in this study, is to align customer communications management so that mobile companies can more easily address these crucial customer concerns.’
The study also revealed that one in four UK consumers believe that frontline employees and marketing communications were the key factors for establishing good trust.
Meanwhile, many customers ranked the mobile industry less trustworthy than the banking and insurance industries. Customers felt that the mobile industry struggled to create trust through its interactive channels, self-service technologies, management policies and overall customer satisfaction.