A recent research report by the customer management and billing company, Convergys, has revealed that the mobile broadband customers in the UK are ready to pay more for a better customer service.

The ‘Customer Scorecard’ research report based on a YouGov poll conducted in February incorporates the responses from 2143 adults who took part in the poll. The report indicates that customers give more importance to a better customer service than other factors such as the price of the package or its brand. Moreover, the customers are ready to pay a premium for a package that provides a better service. This may come as a surprise to several operators who have been competing so far mainly on the basis of mobile broadband prices or advertising. Only a very small percentage (5%) of the respondents said that they would go for a service, which is the cheapest, even if it means a poor quality of customer support.

The report clearly shows that mobile broadband operators have not been giving due importance to the customer support part of their business. According to Jean-Herve Jenn, who is president, international with Convergys, the operators may be missing a trick here, as a better customer service not only leads to more satisfied customers, it can also allow the operators to charge a premium for their product, and hence add to their revenue.

Now that the results of the report are out, it would be interesting to see if the operators take any concrete action to cash in on this opportunity or if they will miss this chance of taking their service level a notch higher.

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