sme telecoms summary report - home | federation of ... · sme telecoms summary report ... service...

SME Telecoms Summary Report

Sofia Savage

Research Executive

020 7012 6217

London October 2010

Contents

• Sampling Slides 4-5

• Key Findings Slides 6-8

• Results

• Services & importance Slides 10-15

Contents

3

• Satisfaction & recommendation Slides 16-20

• Fibre networks, traditional voice & VoIP services Slides 21-25

• Moving to another service provider Slides 26-28

Sampling

Fieldwork was conducted between the 23rd and 28th September 2010. Research was conducted online with a sample

of 517 respondents. Respondents were telecoms decision makers within their businesses and all were YouGov

panellists.

Respondents have been split into three managerial segments, including upper managers, middle managers and

lower managers/employees.

They have also been split based on the size of the company for which they work and, importantly, by whether they

use a national or independent telecoms service provider (27% said they use an independent provider and 71% a

national provider).

The sample is not nationally representative and the data has not been weighted.

Sampling

The sample is not nationally representative and the data has not been weighted.

Breakdown of sample

Micro (1-9 employees)239

Small (10-49 employees)161

Medium (50-499 employees)117

Upper Management 375

Middle Management 66

Lower Management 65

National Provider 366

Independent Provider 141

Total Base 517

Size of organisation

Level of responsibility

Total National Provider Independent Provider

517 366 141

Micro (1-9 employees) 46% |||||||||||||||||||||||||||||||||||||||||||||| 54% |||||||||||||||||||||||||||||||||||||||||||||||||||||| 26% ||||||||||||||||||||||||||

Small (10-49 employees) 31% ||||||||||||||||||||||||||||||| 25% ||||||||||||||||||||||||| 48% |||||||||||||||||||||||||||||||||||||||||||||||

Medium (50-499 employees) 23% |||||||||||||||||||||| 21% |||||||||||||||||||| 26% ||||||||||||||||||||||||||

Upper Management 73% |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||| 75% ||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||69% |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||

Middle Management 13% |||||||||||| 11% ||||||||||| 16% ||||||||||||||||

Lower Management 13% |||||||||||| 14% |||||||||||||| 15% ||||||||||||||

Key Findings

Key Findings (1)

• The two most common services purchased amongst users of both national and independent providers

were landlines and broadband.

• Landlines and broadband were significantly more likely to be purchased from national

providers.

• Inbound numbers and voice-over Internet Protocol were significantly more likely to be

supplied by independent providers.

• Reasons for choosing telecoms providers tended to centre around cheaper tariffs and receiving a more

reliable service. A significantly greater number of decision makers using independent providers said

‘cheaper tariffs’ (68% vs. national providers at 28%) was a reason for choosing their supplier.

• Better customer service and account management were also more likely to be cited by

users of independent service provider. users of independent service provider.

• Those using national providers were significantly more likely to select reliability, better

connections and quicker speeds as reasons.

• Being responsive, sympathetic/ tuned in to the needs of small business and flexible were the three

attributes believed to be most important amongst users of both national and independent service

providers.

• Topping this list of attributes was being responsive, which also came out as the national

service provider characteristic that respondents were most satisfied with, followed by

‘one stop shop’ and being flexible.

• For users of independent service providers, being responsive was also the feature

respondents were most satisfied with, this time followed by providing a ‘personalised

service’ and being flexible.

Key Findings (2)

• Those decision makers using independent service providers were more satisfied with them than those

using national providers.

• NPS was significantly higher for users of independent service providers at -13% compared

with national service providers at -35%.

• 77% of both national and independent service provider users were aware of the rollout of fibre

networks. When asked about what this rollout can offer their business, ‘increased bandwidth and

capacity’, ‘high data carrying capacity’ and ‘higher speed broadband conferencing’ emerged as the top

responses amongst users of both types of provider.

• 66% of ‘national provider’ respondents and 60% of ‘independent provider’ respondents

claimed that the opportunities arising from fibre networks were important to their claimed that the opportunities arising from fibre networks were important to their

business.

• Access to traditional services was considered important to 88% of national and 83% of independent

provider users. Responses for the importance of VoIP services were 35% and 34% respectively.

• A third of national provider users have attempted to switch providers, with 62% achieving this.

• When it comes to independent users, 40% have attempted to switch in the past and 61%

have actually done so.

• The main reason for not moving amongst those who have not done so (at the total level)

included ‘too much hassle’, ‘my current provider offered me a better deal’ and the

inability of the new provider to offer an acceptable deal.

Findings

Services & Importance

Base: Total (517), National (366), Independent (141)

P7q1: Which of the following services do you currently purchase from your current telecoms service provider?

87%

62%

15% 12%7%

1%

90%

71%

13% 9% 8%1%

80%

41%

21% 20%

7%2%

Landline Broadband Inbound numbers Voice-over Internet Protocol Other Don’t know


Services purchased and reasons for choosing telecoms service providers


P8q1: Which of the following reasons best describes why you chose to use your telecoms service provider as your current provider?

39%

28%22%

15% 14% 12%7%

19% 18%

28%34%

20%

10%

17%14%

8%

19% 19%

68%

15%

28%25%

8% 8% 6%

18%

10%

Cheaper

tariffs/usage

More reliable

service than other

providers

Better customer

services/technical

support

Better account

management

Better connection

than other providers

Quicker speeds Better security Other N/A / Don't know


‘Other’ reasons for choosing telecoms service providers

National Independent

“Not likely to

vanish tomorrow.”

“Known brand -

don't have time

to research

other

providers.”

“Long term

relationship.”

“Decision came

from parent

company.”

P8q1: Which of the following reasons best describes why you chose to use your telecoms service provider as your current provider?

“Great customer relations

team.”

“No choice. BT were the only

suppliers to our newly built

apartment. Cable or satellite

were not options.”

“We chose them to get a single integrated

service setup across multiple

products, however we now regret this

due to terrible service.”

“A more ethical organisation

- it's a co-operative, for a

start, but it goes far further

than that.”

“Recommended by telecoms

equipment provider.”

“Abzorb make sure my needs are met.”

2%

1%

1%

2%

2%

3%

3%

4%

5%

9%

2%

5%

7%

13%

15%

8%

19%

20%

32%

28%

48%

55%

49%

37%

36%

38%

17%

20%

12%

10%

Responsive

Flexible

Sympathetic to businesses needs

Personalised service

One stop shop

Importance of telecoms service attributes (total)

Base: Total (517)

P9q1 Using a scale where 1 is ‘not at all important’ and 5 is ‘very important’. In the context of your telecoms service, how important to your business are each of the following?

2%

2%

2%

2%

3%

9%

8%

12%

12%

14%

15%

14%

20%

18%

24%

28%

35%

36%

39%

39%

36%

34%

22%

22%

17%

10%

8%

7%

5%

4%

One stop shop

Innovative

Do business locally

Creative

Independent

Don’t know Not at all important Not important Neither important or unimportant Important Very important

1%

1%

1%

1%

3%

4%

5%

9%

3%

5%

7%

14%

7%

18%

21%

28%

47%

54%

45%

37%

38%

17%

20%

11%

Responsive

Flexible

Businesses needs

One stop shop

1%

1%

1%

1%

1%

1%

2%

2%

0%

6%

3%

13%

9%

16%

20%

26%

50%

59%

59%

48%

39%

17%

16%

10%

Responsive

Businesses needs

Flexible



Importance of telecoms service attributes (national & independent)

Base: National (366), Independent (141)


1%

2%

1%

2%

3%

5%

7%

13%

13%

16%

13%

13%

20%

17%

24%

35%

36%

36%

40%

39%

33%

33%

22%

21%

14%

12%

10%

8%

7%

4%


Innovative

Do business locally

Creative

Independent

1%

1%

2%

1%

1%

9%

9%

11%

11%

10%

18%

17%

22%

23%

23%

28%

33%

35%

39%

38%

33%

37%

23%

22%

25%

9%

3%

6%

4%

3%

One stop shop

Innovative

Do business locally

Independent

Creative

Top 3 most important benefits for businesses

61%

27%

12%

Responsive

Ranked first

Ranked

second

Ranked third

29%34%

Sympathetic to business needs

Ranked first

62%

27%

12%

Responsive

Ranked first

Ranked

second

Ranked third

27%


Ranked first

Total

58%27%

14%

Responsive

Ranked first

Ranked

second

Ranked third

32%34%


Ranked first


P10q1 lease now rank the following benefits in order of importance to your business. The number of slots available for ranking will depend upon the answers you gave to the previous

question. Please put the most important factor in the first slot and work your way down.

29%

37%

34%

Ranked

second

Ranked third

14%

47%

39%

Flexible

Ranked first

Ranked

second

Ranked third

27%

38%

34%

Ranked

second

Ranked third

13%

48%

39%

Flexible

Ranked first

Ranked

second

Ranked third

32%

34%

34%

Ranked

second

Ranked third

19%

44%

37%

Flexible

Ranked first

Ranked

second

Ranked third

Satisfaction & Recommendation

3%

7%

5%

4%

5%

8%

4%

7%

8%

9%

11%

6%

11%

10%

12%

25%

39%

38%

40%

39%

44%

37%

32%

31%

30%

9%

8%

7%

7%

6%

Responsive

One stop shop

Flexible

Sympathetic to businesses needs


Satisfaction with current telecoms provider (total)

Base: Total (517)

P11q1 Using a slightly different scale where 1 is ‘not at all satisfied’ and 5 is ‘very satisfied’, how satisfied are you with your current telecoms provider when thinking about the following?

5%

7%

8%

8%

9%

9%

4%

5%

6%

5%

12%

7%

7%

7%

7%

39%

50%

52%

50%

53%

30%

26%

23%

24%

22%

6%

6%

6%

5%

4%


Innovative

Independent

Do business locally

Creative

Don’t know Not at all satisfied Not satisfied Neither satisfied or unsatisfied Satisfied Very satisfied

4%

7%

5%

4%

9%

4%

8%

10%

12%

7%

14%

12%

25%

38%

39%

42%

42%

37%

29%

29%

7%

6%

5%

4%

Responsive

One stop shop

Flexible

Businesses needs

2%

2%

3%

6%

4%

5%

5%

3%

8%

5%

6%

1%

25%

29%

35%

40%

47%

45%

39%

39%

14%

13%

13%

11%

Responsive


Flexible

Independent


Satisfaction with current telecoms provider (national & independent)

Base: National (366), Independent (141)


7%

5%

8%

9%

8%

4%

10%

7%

5%

5%

9%

15%

8%

8%

9%

51%

43%

51%

54%

56%

25%

23%

21%

20%

17%

4%

4%

3%

4%

3%

Innovative


Do business locally

Creative

Independent

4%

6%

5%

6%

7%

5%

4%

5%

3%

5%

5%

4%

3%

2%

4%

35%

40%

48%

49%

52%

35%

35%

30%

29%

26%

15%

11%

9%

11%

6%

Businesses needs

One stop shop

Innovative

Do business locally

Creative

17%

17%

18%

16%

9%7%

14%

10% 8%13%

10 =Extremely likely

9

8

7

6

Total National Independent

43%33%36%

Likelihood to recommend telecoms service provider

2% 1% 3%

8% 8%7%

2% 2% 2%4% 5% 1%

5% 7%

1%

4%3%

7%

12%14%

7%

12%11%

15%

16%17%

13%

6

5

4

3

2

1

0 = Not at all likely

Don't know


P17Q1 And now using a scale of 0 to 10, where 0 is not at all likely and 10 is extremely likely, how likely or unlikely is it that you would recommend your telecoms provider to a friend or colleague?

33%

35%

29%

19%15%

27%

-28% -35% -13%

How likely would you be to

recommend your telecoms provider to

a friend or colleague, on a scale of 0

to 10 where 0 = Not at all likely and 10

= Extremely likely?

Not at all likely 0 – 1 – 2 – 3 – 4 – 5 – 6 – 7 – 8 – 9 – 10 Extremely likely

Promoters (those who answer 9 or 10) are loyal

enthusiasts who keep buying from a company

and urge their friends to do the same

Net Promoter Scores

47% 50%

40%



P17Q1 And now using a scale of 0 to 10, where 0 is not at all likely and 10 is extremely likely, how likely or unlikely is it that you would recommend your telecoms provider to a friend or colleague?

Net Promoter Score = % Promoters - % Detractors

Detractors (those who answer 0 to 6) are

unhappy customers trapped in a bad

relationship.

Passives (those who answer 7 or 8) are

satisfied but unenthusiastic customers who

can be easily wooed by the competition.

Fibre networks, traditional voice & VoIP services


P12q1 Are you aware of the rollout of fibre networks?

76%

22%

1%

Aware

Not Aware

Don’t know

77%

22%

1%

Aware

Not Aware

Don’t know

77%

21%

2%

Aware

Not Aware

Don’t know


Awareness and definitions of fibre networks


P13q1 You said that you were aware of the rollout of fibre networks. What do you think this rollout can offer? Please tick all that apply.

92%88%

77%

51%

34% 33%

9%2% 2%

91%88%

78%

51%

35% 34%

9%1% 2%

95%90%

77%

51%

35%31%

8%2% 2%

Increased

bandwidth and

capacity

High data-

carrying

capacity

Higher speed

broadband

conferencing

Low signal loss Services for

remote workers

Immunity to

electrical noise

Fibre networks

are inexpensive

Other Don’t know


3%

4%

3%

3%

7%

6%

24%

22%

37%

39%

26%

27%

Total

National

Total

National

Importance of opportunities arising from fibre networks


P14q1 And how important are the opportunities arising from fibre networks to your business?

4%

1%

3%

2%

6%

8%

22%

29%

39%

35%

27%

25%

National

Independent


National

Independent

2%

6%

34%

3%

12%

4%

4%

18%

7%

5%

30%

31%

28%

22%

11%

59%

12%

13%

Traditional voice services

Voice-over Internet Protocol (VoIP)

Other

2%3%3% 5% 31% 57%Traditional voice services

Total

Importance of access to certain types of services


P15Q1 How important is it that you have access to the following services for your business ?

7%

34%

12%

4%

16%

8%

30%

30%

24%

11%

11%

14%


Other

1%

5%

33%

2%

12%

6%

6%

19%

5%

6%

30%

33%

21%

17%

12%

62%

17%

11%

Traditional voice services


Other


National

Independent

6%

5%

10%

10%

3%

3%

8%

7%

16%

16%

35%

35%

21%

23%

Total

National

Total

National

Willingness to use internet based or VoIP services


P16Q1 And how willing would you be to use an internet based or VoIP service?

5%

6%

10%

10%

3%

4%

7%

10%

16%

16%

35%

36%

23%

18%

National

Independent

N/A We already do Don’t know Very unwilling Unwilling Neither willing or unwilling Willing Very willing

National

Independent

Moving to another service provider


P18q1 Have you ever attempted to move to another provider?

35%

63%

2%

Yes, I have

No, I haven’t

Don’t know

33%

65%

2%

Yes, I have

No, I haven’t

Don’t know

40%

58%

1%

Yes, I have

No, I haven’t

Don’t know


Moving to another service provider


P19q1 And have you ever actually moved to another provider?

62%

37%

1%

Yes, I have

No, I haven’t

Don’t know 62%

36%

2%

Yes, I have

No, I haven’t

Don’t know 61%

39%

0%

Yes, I have

No, I haven’t

Don’t know


31%30%

28%

13% 13%

19%

Reasons for not moving to another service provider

Base: Total (66); base sizes for national and independent providers too low

P20q1 And what prevented you from doing this?

9%

Too much hassle Provider couldn’t

offer us a good

deal

My current

provider offered

me a better deal

I heard negative

feedback about

the provider I was

thinking of moving

to

I’m in the process

of doing this

Expensive Other

sme telecoms summary report - home | federation of ... · sme telecoms summary report ... service...

Documents