O2 Earns Highest Customer Loyalty Ranking Among UK Mobile Phone Operators in Satmetrix 2010 European Net Promoter Industry Report

A company’s Net Promoter Score is based on customers’ likelihood to recommend the company’s product or service. O2 led five other operators with a Net Promoter Score of +24%, 21 points higher than the industry average.

O2’s NPS of +24% is comfortably higher than the 3% average and 37 points ahead of last place in a field that included: Three, Orange, T-Mobile, Virgin Media and Vodafone.

O2 stood out in the following areas: great and reliable coverage, good rates and tariffs, competitive promotions and very good customer service – with many of those surveyed making comments about the friendly staff. It was also noted that O2 made it easy for its customers to do business with it due to its accessibility.

Cheryl Black, Customer Services Director at O2 said ‘Everything we do is based on customer insight. We thank every one of our customers who took the trouble to participate in this survey and help us gain this fabulous recognition. We won’t be resting on our laurels: we will continue working hard to deliver award-winning customer service for years to come’.

The Rankings are based on more than 24,000 survey responses from European consumers, including more than 8,700 from UK consumers who had purchased products or services from each company within the previous twelve months. Seven sectors were studied including the banking, car insurance, ISP, mobile phone carriers, mobile phone handset, computer hardware and television/DVD industries across UK, France and Germany.

Consumers also rated companies on various aspects of customer experience including product or service features, customer service and overall value, allowing Satmetrix to analyse drivers of loyalty and performance gaps. The Net Promoter Score is calculated as the percentage of customers who are promoters, rating the company 9 or 10 on a zero-to-ten point scale, minus the percentage who are detractors, rating 6 or lower. ‘We continue to see the impact that the customer experience has on loyalty and business growth and profitability,’ said Deborah Eastman, CMO at Satmetrix. ‘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.’