Each was given a positive or negative score on five criteria – good staff; good customer service; accessibility; relevant marketing; and the idea that “they understand and value me”. Companies scoring zero or above are defined as “customer centric”, while companies scoring negatively are “customer-distant”.
The mobile sector came fifth out of the eight sectors. Interestingly, individual operators occupy positions at both extremes of the customer-centric/customer-distant spectrum. Virgin Mobile was found to be the second most customer-focused company of all the organisations surveyed, achieving a rating of 0.17 (Nationwide was top with 0.26). 3, by contrast, was second to bottom in the list (only NTL was worse).
Customer-focussed or not?
Supplier Virgin Mobile _ Score +0.17 Rank 2
Supplier O2 _ Score 0 Rank 26
Supplier Orange _ Score -0.02 Rank 28
Supplier T Mobile _ Score -0.03 Rank 30
Supplier Vodafone _ Score -0.04 Rank 38
Supplier 3_ Score -0.26 Rank 57
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