The days when providers could easily sign up customers will disappear in the next two to three years, said MTN SA MD Tim Lowry.
"Customers are going to be hard to find," he added, hence the company`s customer service-focused strategy.
Lowry was speaking at the launch of MTN SA`s revamped Morningside customer service centre. The centre is intended to provide customers with a one-stop shop for handsets, accessories, repairs, contract services or other types of assistance.
Said Lowry: "MTN SA`s philosophy is that growth and development hinges on its customer service. MTN SA is implementing a consumer-focused strategy that aims to address service requirements and increase customer satisfaction."
According to a statement released by MTN announcing the launch: "The decision to revamp the Morningside service centre and introduce it as MTN`s flagship service centre in SA forms part of MTN SA`s strategy aimed at improving its customer service. MTN already has a large-scale investment plan in place that will address tangible or technical issues to improve the customer experience, such as network coverage and quality."
MTN SA was recently ranked as the customer service leader in the telecommunications industry in SA in the Orange Index 2007 customer service survey, the statement continues.
According to the survey, MTN was the winner in the sector, showing satisfaction levels of 57.98%. Its closest service competitor in the industry is Cell C, with 55.95%. Given the overall winner (Pep) achieved customer satisfaction rankings of 82.32%, the telecommunications industry has a lot of ground to make up, as noted by Ask Afrika CEO Andrea Rademeyer at the announcement of the Orange Index results.
Said Rademeyer: "There is a large gap between customers` perceptions of the overall service delivery they receive from telecommunications companies and the service they received during their last encounter with the company," she stated.
"The ability to provide timeous, consistent and comprehensive feedback is a weakness in the cellular provider market; there is a lot of room for growth in the quality of service delivery in the industry, with responsiveness and empathy lacking as a whole."
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