Survey Finds Good Service Not A Wireless Operator Priority

About 86 percent of senior managers surveyed among U.K. mobile operators admitted that improving the quality of service is not their top priority in 2004, a survey released Thursday found.

That, coupled with a 35 percent dissatisfaction rate among wireless users could spell trouble for the wireless industry, the study concluded.

About 22 percent of the managers of mobile operators said that expansion is the top priority of their company, according to LogicaCMG. By contrast, in the same survey last year, improved customer service was cited by 35 percent of the responding managers, the company said.

The result is likely to be an increasing level of dissatisfaction that will hurt the mobile operators, the study concluded.

"Mobile operators need to carefully balance the desire to acquire new customers against the quality of service delivered," Derek Kemp, a managing director of LogicaCMG said. "Our research illustrates that quality is the key for consumers and vast numbers of subscribers are ready to change operator if they don't feel it is up to scratch."Kemp concluded that, "there are clearly significant rewards for operators that prioritize improving business processes and systems around quality of service."