Consumers are too fixated with cut-priced broadband and neglecting the importance of good customer service, according to industry groups.
Complaints in the telecommunications industry have risen dramatically over the past two years partially due to customers shopping for broadband plans based on price alone, according to the Australian Communications Consumer Action Network (ACCAN).
“There is no way of measuring customer service in advance so people do buy on price and that causes a lot of problems,” ACCAN director, Allan Asher, said.
ISPs are also to blame as they prioritise their bottom line over customer satisfaction, ACCAN claims.
ISPs need to build up their reputation in the consumer market, Asher said.
“They need to start realising the future will be more about repeat business and customer service,” Asher said. “They need to publicise their low complaints rate (if they have achieved that) but it’s not going to happened for a while.”
“Right now, it is kind of a jungle out there.”
Rob Webber, director of ISP comparison website, Broadband Expert, urged consumers to consider a wider list of criteria, such as download speeds and data allowance, before jumping head first into a broadband contract.
“Paying a few dollars less each month is going to feel like a false economy if you keep losing connection and are constantly on the phone with customer support,” Webber said.