Even Carriers Can't Figure Out Tariffs

Mobile virtual network operators have found that one way they can compete is to offer simple, easy-to-understand tariffs, given the overly confusing plans that are the norm from incumbent operators. But the confusion isn’t just with consumers — a recent survey found that one in four customer service reps at UK operators couldn’t answer basic questions about their company’s tariffs. The survey also points out that 40% of UK mobile users are unhappy with the level of customer service they get from their operator, reflecting similar data from this side of the Atlantic. The group behind the survey points out a particular bugbear of many subscribers: carriers focus more on attracting new users than retaining current ones. Given all this, it’s little wonder that operators continue to rely on long-term contracts with high termination fees to hang on to customers, rather than actually focusing on serving them well.

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