New research from Analysys Mason shows that small and medium-sized enterprises (SMEs) report lower satisfaction with their telecommunications services than larger companies.
The study, which surveyed 1,600 enterprises across multiple markets, also identified a clear link between operators improving their Net Promoter Scores (NPS) and a reduction in customer churn. For every 10-point increase in NPS, operators can reduce intended churn by about 1.6 percentage points, highlighting the tangible business value of boosting customer satisfaction.
The research also reveals geographic differences in churn behavior. Markets dominated by incumbent operators—such as Australia, Malaysia and the UAE—tend to display the highest intended churn rates. France is a notable exception: Orange stands out as an example of an incumbent that has maintained market share by delivering a high quality of service.
Traditional connectivity services remain central to enterprise relationships with operators. SMEs that are satisfied with basic services like fixed and mobile connectivity are twice as likely to purchase additional operator services, such as security or managed IT solutions. As Analysys Mason research analyst Terry Van Staden notes, operators must get the fundamentals right—customer service and network performance—to compete effectively across the broader ICT market.
“Enterprise revenue is declining for many telecoms operators in high-income countries,” Van Staden added. “It is essential for operators to keep customers satisfied in order to help defend revenue. However, our survey reveals that enterprise customers are often dissatisfied with the service they receive and this is leading to churn.”
The survey highlights which operators currently perform best on NPS among SMEs and larger enterprises. AT&T, Verizon, Orange and Optus scored highly on customer loyalty measures. In separate research by Analysys Mason examining digital customer experience, operators such as AT&T, Etisalat, Singtel, Swisscom and Telefónica were recognized for strong digitalisation across automation, personalization, social channels, and unified omni-channel support.
Analysts recommend that operators focus on improving the basic elements of service—reliable networks, responsive customer care and consistent delivery of contracted services—because these areas drive satisfaction, reduce churn and create opportunities to upsell additional ICT services. Investing in digital channels and experience personalization can further strengthen customer relationships, but the gains are limited if core connectivity and support remain weak.
Overall, the study underscores that boosting NPS is not just a marketing metric: it correlates directly with reduced attrition and improved opportunities for revenue retention and growth. Operators that prioritize service quality, strengthen customer care, and expand digital capabilities are better positioned to defend their enterprise revenue in competitive markets.