Mobile phone users lack loyalty but rely heavily on services

THE world’s mobile phone subscribers are likely to become vocal and active detractors if they have a negative customer experience, reveals a new global study by the Chief Marketing Officer (CMO) Council.
Only 34 per cent of 1,660 mobile subscribers surveyed around the globe in the second quarter of 2012 are loyal to their mobile service provider and have stayed with their current communications service provider for more than five years.
And this loyalty is increasingly being called into question, as customers grow frustrated with more fees, intermittent quality of service, lack of carrier respect, and the frustration of trying to figure out all the options and features of increasingly complex plans.
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