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O2 tops Customer Satisfaction rankings for second year running

O2 continues to lead the way in customer satisfaction among ISPs, according to the J.D. Power and Associates 2010 UK Fixed Broadband ISP Customer Satisfaction Study released last Wednesday.

It is the second year in succession that O2 have come out on top in the customer satisfaction rankings for both fixed and mobile broadband ISPs.

This is very good news for O2 as the study highlighted the strong correlation between satisfied customers and recommendation rates. For the most satisfied mobile broadband consumers, 67% said they would actively recommend their current provider while this figure was 64% for very satisfied fixed broadband customers.    

The study surveyed 2,048 fixed broadband customers and 1,274 mobile broadband customers across the UK. It examined ISPs on five factors: performance and reliability, billing, service cost, customer service/technical support as well as offerings and promotions.

O2 performed notably well across all factors for their fixed broadband service, achieving a total score of 766 (out of 1000) followed by Plusnet (703) and Sky (676).

Things were closer in the mobile broadband rankings with O2’s proficiency in the customer service and promotions sectors placing them highest with 653, just edging out Orange (650) with T-Mobile (644) coming third.

The study also revealed how the effect of loyalty incentives should not be taken lightly by ISPs. Of the customers surveyed, only 15% of fixed broadband users and 16% of mobile broadband users had received rewards for their loyalty but for those customers this gained their ISP on average, an extra 102 points in the fixed broadband rankings and 107 in the mobile broadband rankings.     

However, unsurprisingly, for most consumers the performance and reliability of their ISP is the most important factor and for many mobile broadband users, network speed and reliability leaves something to be desired.

This is a growing issue as network traffic and data transfer requirements continue to increase. ISPs are expected to be forced to invest heavily in infrastructure over coming years to meet consumer demand.