Satisfaction Does Not Mean Loyalty

• Posted: Wednesday, February 20, 2008
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• Author: pradhana
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• Filed under: Market Survey

Amdocs, a provider of customer-experience solutions, has found that while US and UK mobile, wireline, cable and satellite subscribers are generally satisfied with their service, many would be willing to switch providers if offered a better experience.

Though nearly 80% of respondents rated their current experience as positive, as many as 33% in the US and 23% in the UK were very interested in switching providers if offered a better experience.

Subscribers who did switch were more than twice as likely to have done so because of a competitor's offer, rather than being unhappy with their service.

"Experience has and will continue to have a profound impact on consumers’ buying decisions,” said Charles Born, vice president at Amdocs. “Experience and satisfaction are different – and clearly, satisfaction isn’t enough to ensure loyalty."

Amdocs also found that consumers are even willing to pay for a better experience: 33% of US and 22% of UK respondents would definitely or probably pay an additional $5 or £5 for a better one. [eMarketer]

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