South Africa


  • Industry: Telecommunications
  • Type: Survey report
  • Date: 2014/07/31

In search of a better customer experience: Procurement 

A global customer experience study of the mobile market.
In search of a better customer experience
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In the constantly changing mobile telecommunications landscape, the market is becoming increasingly saturated with a bewildering variety of products and services, as network operators and mobile virtual network operators (MVNOs) compete for market share and look for new growth opportunities.


KPMG performed a global customer experience study across 25 countries and 106 mobile providers to identify better practices and trends in the prepaid mobile market.


This study seeks to take a genuine customer perspective of the telecommunications mobile experience. We have ‘mystery shopped’ prepaid mobile products and services in 25 countries and from 106 operators – including retail, online and contact centre channels. This has provided powerful insight into how operators are performing when it comes to delivering a great experience to their customers.


The findings have been categorised into five key customer experience areas:


  • Retail customer experience – consistency is key
  • Contact centre customer experience – managing expectations
  • Online customer experience – MVNOs lead the way
  • Product offering – increased choice and complexity
  • Top-up customer experience – developing countries win out

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