Which? H1 2017 UK Mobile Network Survey Ranks EE and Vodafone Bottom

Consumer magazine Which? has published the outcome from their first 2017 consumer survey of Mobile Network Operators (MNO), which ranked Giffgaff top with a customer score of 81%. Sadly Vodafone and EE could both be found languishing at the bottom of the table on 50% (tied).

The survey, which was based on responses gathered from 4,026 “members of the public” during February 2017, allowed people to rank each operator by categories including customer service, ease of contacting, value for money and incentives (n/a is shown when not enough responses were received to produce a rating).

Interestingly nearly all of the top half of the table are Mobile Virtual Network Operators (MVNO) that piggyback off the four primary MNOs via their own unique selection of tariffs, except Three UK (ranked 7th) that managed to be ranked highest among all of the four primary operators. Sadly O2, EE and Vodafone were all stuck floundering in the bottom half.

Alex Neill, Which? Managing Director of Home Products and Services, said:

“Year after year we see the smaller providers giving great service and some of the biggest providers struggling to meet their customers expectations. Those who are fed up of receiving a poor service from their provider should look to switch.

It is critical that the next government and Ofcom listen to the concerns of mobile phone customers so that there is increased competition in the industry which will lead to a better experience for customers.”

Curiously the Utility Warehouse also makes it into second place with a customer score of 76%, which is despite failing to receive a rating for any of the key categories. This is perhaps because Which?’s overall score (used to rank the table) is only a combination of satisfaction and likelihood of recommending it to a friend, which sadly doesn’t factor in the individual star ratings.

Mobile operator EE might frequently and justifiably claim to have the best 4G mobile network coverage and speeds in the United Kingdom, although when it comes to the customer experience they appear to be lacking. Sadly Which? didn’t ask those who took part in their survey to rate the speed and coverage of their mobile provider.

We should point out that Ofcom’s Q4 2016 consumer complaints report showed that EE received well below the industry average for consumer complaints, while Vodafone suffered more complaints than any other operator (here).

Separately the survey also revealed that only 26% of mobile customers had switched provider in the last two years, although Ofcom has recently proposed to make switching a lot easier (here).