{"id":12465,"date":"2016-09-10T01:18:01","date_gmt":"2016-09-10T00:18:01","guid":{"rendered":"http:\/\/www.ispreview.co.uk\/?p=12465"},"modified":"2016-09-12T06:45:45","modified_gmt":"2016-09-12T05:45:45","slug":"sky-virgin-media-beat-bt-talktalk-brand-experience","status":"publish","type":"post","link":"https:\/\/www.ispreview.co.uk\/index.php\/2016\/09\/sky-virgin-media-beat-bt-talktalk-brand-experience.html","title":{"rendered":"Sky and Virgin Media Beat BT and TalkTalk for Brand Experience"},"content":{"rendered":"<p>A new consumer survey of brand experience in the United Kingdom&#8217;s telecoms sector has found that Sky (<a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/bskyb\" rel=\"nofollow\" target=\"_blank\">Sky Broadband<\/a>) and <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/vm\" rel=\"nofollow\" target=\"_blank\">Virgin Media<\/a> both ranked at or above the sector average (80+ out of 140), while <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/tt\" rel=\"nofollow\" target=\"_blank\">TalkTalk<\/a> and <a href=\"https:\/\/www.ispreview.co.uk\/index.php\/go\/britishtelecom\" rel=\"nofollow\" target=\"_blank\">BT<\/a> were found languishing at the bottom.<\/p>\n<p><!--more--><\/p>\n<p>Apparently the survey, which was conducted by design agency <a href=\"http:\/\/www.rufusleonard.com\" target=\"_blank\">Rufus Leonard<\/a> with a sample of 2,018 respondents (said to be &#8220;<em>nationally representative of the UK population<\/em>&#8220;), screened all those involved to ensure they had recent experience (last 6 months) of each brand in the survey. Sadly it&#8217;s unclear what this screening process involved or how they quantified &#8220;<em>recent experience<\/em>&#8220;.<\/p>\n<p>The agency then selected 10 brands for the telecoms sector, five established brands and five &#8220;<em>challenger brands<\/em>&#8220;, based on longevity and revenue. At this point the respondents were asked to measure five facets of experience that consumers have when interacting with a brand (i.e. &#8216;sense&#8217;, &#8216;feel&#8217;, &#8216;think&#8217;, &#8216;do&#8217; and &#8216;connect&#8217;) to compare how well brands are engaging them.<\/p>\n<p>We assume all this made more sense and was better explained to those being surveyed than it does to us, although we do understand the measure of &#8216;<em>think<\/em>&#8216; and &#8216;<em>feel<\/em>&#8216; quite well.. oh yes. Some ISPs really do make you <em>think<\/em> unhealthy thoughts and that can cause a person <em>feel<\/em> very angry and frustrated. Is that about right? Hmm.<\/p>\n<p>Anyway, the agency then used all this research to track the &#8220;<em>impact of a brand&#8217;s experience on customer loyalty, on why people choose and remain with brands<\/em>&#8220;, which apparently involved questions about future purchase preferences and the likelihood to recommend. Somehow all of this resulted in a score..<\/p>\n<div align=\"center\"><img decoding=\"async\" class=\"ngg-singlepic ngg-none\" src=\"http:\/\/www.ispreview.co.uk\/wp-content\/gallery\/2016-internet-statistics\/brand_experience_of_uk_broadband_isps.gif\" alt=\"brand_experience_of_uk_broadband_isps\" \/><\/div>\n<p>The study suggests, perhaps rather obviously, that the bigger and most well established brands are probably suffering due to &#8220;<em>issues around customer service<\/em>&#8221; (i.e. polite words for having a large number of unhappy customers) and that the way to solve this is by &#8220;<em>clearly communicating brand purpose and making experiences more tangible<\/em>&#8221; (i.e. try to correct the service problems and then tell everybody that you&#8217;re actually really good now and not at all rubbish anymore, honest).<\/p>\n<blockquote class=\"bq1\"><p><strong>Laurence Parkes, Chief Strategy Officer at Rufus Leonard, said:<\/strong><\/p>\n<p>&#8220;Our findings are consistent with an industry that still prioritises acquisition at the expense of retention, resulting in a lack of investment in clear brand purposes and their corresponding brand experiences. This lack of differentiation across the category is a real challenge for these brands, and it\u2019s damaging their retention efforts.&#8221;<\/p><\/blockquote>\n<p>End.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>A new consumer survey of brand experience in the United Kingdom&#8217;s telecoms sector has found that Sky (Sky Broadband) and Virgin Media both ranked at or above the sector average (80+ out of 140), while TalkTalk and BT were found languishing at the bottom.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ngg_post_thumbnail":0,"footnotes":""},"categories":[1],"tags":[150,34],"class_list":["post-12465","post","type-post","status-publish","format-standard","hentry","category-uk_isp_news","tag-awards","tag-statistics"],"share_on_mastodon":{"url":"","error":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Sky and Virgin Media Beat BT and TalkTalk for Brand Experience - 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