Customer experience benchmarking company Global Reviews has just completed a survey of mobile phone company websites. It asked over 1,000 mobile phone buyers what they looked for when buying a mobile, how much they planned to use the internet when shopping and what information they would like to find online. The UK websites of T-Mobile, Orange, Vodafone, 3, Virgin, O2, Carphone Warehouse and Tesco were all checked.
T-Mobile came top for the second consecutive year with an overall score of 66%, although all of the four top-rated sites were classed as meeting yet not exceeding customer expectations. O2 was in second place with a score of 61%, Vodafone was third with 59% and The Carphone Warehouse was fourth with 58%.
T-Mobile offered the best overall customer experience (including the best information for prospective customers, the best overall site and best content & tools), O2 was rated as having the best customer support and Vodafone had the best purchasing process.
The survey also pointed out that all mobile company websites needed to simplify the online shopping experience and should include more mobile-based products including games, applications, downloads and the mobile internet. [Press release via econsultancy.com]