Many of us have experienced poor customer service from telecom providers, but how satisfied are customers in different countries overall?
Independent research firm KPMG recently addressed that question in its study “In Search of a Better Customer Experience.”
To measure real-world interactions both in stores and over the phone, KPMG used mystery shoppers who completed 850 store visits and 750 customer service calls.
The study evaluated providers on several factors, including average wait times, clarity and ease of understanding, the soft skills of agents and sales consultants, and the use of voice recognition technology.
China ranked first with an overall score of 82 percent, followed by Indonesia at 79 percent and Singapore at 76 percent.
Across the board, Asian markets outperformed other regions, highlighting a clear gap in customer experience for many Western markets.
The United States placed 11th with a score of 68.5 percent, while the United Kingdom ranked 12th at 68.3 percent. Australia was lower still at 18th with 65.7 percent.
These results are notable and, to many observers, disappointing: telecom operators in the U.S., U.K., and Australia were outscored by countries such as Vietnam, India, and Mexico.
It is important to note that perceptions of “good service” can vary widely. A service element considered positive by some customers may be intrusive to others.
For example, the presence of a concierge to greet customers and collect their details was a major criterion in the study. While some customers appreciate this level of welcome and assistance, others find it unnecessary or intrusive.
Despite mixed opinions, the study found that fewer than 40 percent of mobile stores in the U.S. and U.K. used a concierge approach, and in Australia the figure was around 20 percent. In contrast, concierge presence in China and Singapore was universal at 100 percent.
These findings suggest that many telecom operators in Western markets may need to rethink and improve customer-facing processes, staff training, and technology deployment to raise satisfaction levels.
Improving average wait times, ensuring clear communication, enhancing agent soft skills, and deploying effective voice recognition systems are practical steps that could raise a provider’s standing in future studies.
Ultimately, the KPMG research provides a useful benchmark for the industry. It highlights areas where telcos are performing well and where there is significant room for improvement—especially in markets that currently rank below regional leaders.
How telecom companies respond to these insights—by balancing efficient, welcoming in-store experiences with respectful customer preferences—will determine whether they can close the satisfaction gap in upcoming assessments.
What do you think about KPMG’s findings? Should telcos take stronger action to improve customer service?