Of the five major mobile phone market players, it was Vodafone (up 7.9%pts), Virgin (up 7.7%pts) and 3 (up 6.2%pts) that have improved the most and so increased their lead over Optus and Telstra. In the six months to December, Virgin took the lead with 77.2% of customers being “very” or “fairly” satisfied with their service, closely followed by 3 (76.1%).

Market leader Telstra, reported the lowest customer satisfaction of all the major players (61.3%), falling further behind the industry average and its rival Optus (70.2%).


Mobile Phone Customer Satisfaction


Source: Roy Morgan Single Source (March - December 2009); n= 12,271.
“% Satisfied” is the proportion of all customers who are “Very” or “Fairly” satisfied with their overall service with that mobile phone service provider (on a five point scale). Total industry figure excludes those who can’t say their provider.


Norman Morris, Industry Communications Director, Roy Morgan Research, says:

“Virgin has increased customer satisfaction strongly during August to December of last year to lead all other mobile phone providers during the period. Just behind Virgin, 3 Mobile’s continued high level of customer satisfaction and Vodafone’s strong increase in performance from August to December of last year appear to show that the now merged company VHA is paying close attention when it comes to keeping their customers satisfied. It would be interesting to see if Vodafone will continue to improve their performance in customer satisfaction and take the lead together with their counterpart 3 Mobile to set VHA as a leader when it comes to satisfaction in the mobile phone industry.

“The gap that has now opened up between the best performers and Telstra must place considerable pressure on Telstra to increase their customer satisfaction level.”

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