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75% of Broadband Customers Are Willing to Switch Providers

by David Mercer | 11月 24, 2008

We recently completed our latest survey of broadband and digital TV customer satisfaction and churn. The first analysis concentrated on broadband in the US. Future reports will also cover digital TV and the major European markets. People often claim to be satisfied with what they already have. 76% of broadband subscribers in the US suggest they are very or somewhat satisfied with their broadband service. But when they are asked if they would be willing to switch, three in every four say they would do so, depending on the price and performance of an alternative service. So why do more people not switch broadband providers more often? There are many perceived barriers which inhibit customers taking this step, such as general inconvenience, the hassle of scheduling connection and installation, dealing with returning equipment and billing issues. Our survey found that the difficulty of scheduling a suitable time for connection and installation of a new service was one of the most significant barriers for many US broadband customers. The promise of a “four-hour slot”, it seems, is not enough to persuade customers to switch providers. They expect their service provider to turn up at an agreed appointment time, and if that promise can’t be made, they will prefer to avoid the inconvience altogether. As the broadband market matures (new customer growth is significantly down this year on 2007), growth for major players like Verizon, AT&T and Comcast will hinge on their ability to poach existing broadband customers from competitors. The companies that focus on improving the customer experience during switchover will go a long way towards increasing their subscriber base. Client Reading: Broadband Satisfaction and Customer Churn: US Survey Results 2H08 Add to Technorati Favorites
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