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Saturday, June 19, 2010

O2 and Apple are the most-recommended UK mobile brands in new survey

Customer experience company Satmetrix has released its 2010 European Net Promoter Industry Benchmarks for the banking, car insurance, ISP, mobile phone carrier, mobile phone handset, computer hardware and television/DVD industries across the UK, France and Germany.

Its rankings are based on survey responses from 24,000 European consumers, including 8,700 from UK consumers who had bought from each company within the previous 12 months. Consumers also rated companies on various aspects of the customer experience.

A company’s Net Promoter Score is based on customers’ likelihood to recommend the company’s product or service. It's calculated as the percentage of customers who 'promote' the company (giving it a high rating) minus the percentage who give it a low rating.

In the UK, O2 was the leading mobile phone network with a 'Net Promoter Score' that was 21 percentage points above average.

The Apple iPhone won best customer experience on a mobile phone handset with a score that was 80 points ahead of last place and 49 points ahead of the industry average.

Deborah Eastman, CMO at Satmetrix, said "We continue to see the impact that the customer experience has on loyalty and business growth and profitability. Best-in-class companies are those that truly focus on their customers, put in place the right processes to take action based on their feedback, and evaluate how this strategy translates to loyalty and personal recommendations."

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Author: The Fonecast
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