EVEN as the infocomm sector recorded a significant rise in satisfaction, keeping customers satisfied and retaining them may require different approaches, says ISES (Institute of Service Excellence at SMU). It also notes that new customers tend to be less satisfied and less loyal than customers with longer tenure with the provider.
In compiling the CSISG scores for the info- communications sector, the ISES says that four sub-sectors were measured: mobile telecom, broadband, pay TV and Wireless@SG.
The broadband and Wireless@SG sub-sectors saw statistically significant rises in scores. Broadband had 67 points (a rise of 2.1 points or 3.3 per cent year-on-year) while Wireless@SG scored 69.6 points (up 10 points or 16.8 per cent). M1 claimed the top spot for the broadband sub-sector with 67.5 points (up 1.3 points or 1.9 per cent), followed by StarHub at 67 points (up 0.04 point or 0.1 per cent) and Singtel at 66.9 points (up 2.8 points or 4.3 per cent).
"The sharp increase in satisfaction score for Wireless@ SG could be due to the successful implementation and take up of free WiFi service at 33 MRT stations in Singapore in the months leading up to the survey period," notes Chen Yongchang, head of research and consulting at ISES.
There were no statistically significant changes in scores for the mobile telecom sub-sector at 69.2 points and pay TV at 66.6 points. In the mobile sub-sector, Singtel took top spot with 72 points (up 2.6 points or 3.8 per cent) followed by StarHub at 67.5 points (down 1.5 points or 2.2 per cent) and M1 at 65 points (up one point or 1.6 per cent). For pay TV, StarHub TV was tops with 67.7 points (up 1.1 points or 1.6 per cent), followed by Singtel at 65.8 points (up 1.5 points or 2.3 per cent).
Mr Chen adds: "Network reliability and the ability to closely monitor and nimbly adjust subscription plans as well as loyalty programmes to meet the changing needs of consumers appear to be key predictors of satisfaction and loyalty for the info-communications sector."