O2 has come out on top for retail satisfaction in the Activate Solutions Group High Street Happiness survey.
The operator was the highest-rated mobile brand finishing 11th in the overall high street, with EE following quickly in 13th. Vodafone, Three and Carphone Warehouse came 30th, 34th and 37th respectively.
The survey was taken by 10,000 consumers across ten high streets in the UK using the Activate Solutions Group’s XCell data collection service which allows retailers to audit customer experiences. The initiative took place over a two week period.
In terms of sector, mobile came 6th out of 14 behind restaurants, jewellers, newsagents and stationers, cafes and bars and pubs.
Recently O2 CEO Ronan Dunne told Mobile that his company’s successful 2013 was built on customer satisfaction. The operator also has the lowest churn rates of any of its competitors.
Activate Solutions Group CEO, Mike Cottman (pictured), said: ‘Our survey was designed to show where the weaknesses and strengths lie on the great British high street. Of the 14 different sectors we looked at, mobile phone retailers achieved 6th place. This is a respectable result, but the mobile sector should be aiming higher than this.
‘We all know consumers these days demand a lot more from their high street experiences and it’s up to all of us to ensure we’re doing everything we can to meet their ever increasing expectations. Tracking data of this type is the best way to tackle this.’