Consumer analysis – Do phone carriers provide a good digital customer experience?
Customer experience is increasingly serving as the key distinction between phone service providers. Network operators are forced to play catch-up as customer journeys move toward a more automated future, mainly after the pandemic. So, are phone carriers doing a good job at it?
In a new YouGov poll, we asked consumers across 18 international markets which sectors provide a good digital experience (like online or in-app interactions). A third of the global audience picked phone network providers.
This puts phone carriers among the sectors that are rated highly by consumers for providinge good digital experiences - just ahead of banks (46% globally) and streaming services (34% globally).
More than half of Indian and Chinese consumers say phone carriers provide an excellent experience – the highest among all 18 markets (51% each). In other Asian countries, about two in five consumers have the same viewpoint (37-42%).
Three out of 10 Italians say phone carriers provide a good digital experience. The number decreases slightly in Poland and Spain (29% each), and by further two points in France and Germany (27%). In Britain, more than a quarter of consumers say network providers have good online customer service. On the other hand, consumers in Sweden (17%) are least likely to share the same sentiment – the lowest across all international markets surveyed.
In the North American region, a third of Mexicans (35%) and Canadians (33%) say phone network providers provide a good digital experience. But when it comes to the US, the number sees a marginal decline (31%).
While phone carriers seem to be doing a good job on the digital customer service front – being outpaced only by banks and streaming sites – there seems to be substantial room for improvement in many markets.
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Methodology
YouGov RealTime Omnibus provides quick survey results from nationally representative or targeted audiences in multiple markets. The data is based on surveys of adults aged 18 and over in 18 markets with sample sizes varying between 513 and 2008 for each market. All surveys were conducted online in August 2022. Data from each market uses a nationally representative sample apart from Mexico and India, which use urban representative samples, and Indonesia and Hong Kong, which use online representative samples. Learn more about YouGov RealTime Omnibus.