The three cellular networks and insurance company Outsurance have been rated at the top of Ask Afrika`s National Customer Service Delight Index, which examines the customer service levels of various local companies.
The index was compiled from a survey of 6 000 customers of different companies, identified through 30 000 calls, and involved 24 leading companies across nine sectors, including entertainment, banking and telecommunications. The research for each sector was paid for by sponsors. It looked at overall service as well as call centre response.
Andrea Rademeyer, Ask Afrika CEO, says Cell C was first on the index, followed by Outsurance, MTN, Vodacom and Old Mutual Bank.
"It seems like the newer companies like Cell C, Outsurance and Old Mutual Bank have done well in the market, focusing on delighting their customers and not just making sure they are satisfied," she says.
Rademeyer says a delighted customer will buy from a company again and again, spend more money if they are delighted with the service, be easier to deal with, spread the companies` good reputation and be less concerned about price.
The company that came last on the index was Nedbank, with Ster Kinekor and Telkom only marginally ahead. Rademeyer says one of the customer needs identified in the survey was the desire for helpful and caring service with customers wanting more of a relationship, even from call centre agents. "It is in this area that these three companies really fell down," says Rademeyer.
Rademeyer says the index builds on Ask Afrika`s call centre awards, which have been running for four years and were held in conjunction with the Call Centre Network Group over the weekend.
"Cell C won the award for the top call centre, followed closely by Nando`s call centre, which is outsourced to Digital Mall. Absa`s call centre came in third, followed by the Outsurance, Multichoice and Metropolitan Life call centres," Rademeyer says.
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