Complaints data by operator

Ofcom complaints data reveals MVNO Tesco Mobile beats all UK mobile operators when it comes to complaints.

Ofcom’s complaints data reveals interesting differences between the companies measured. By far the lowest number of complaints are about Tesco Mobile, which averages less than 1 complaint per 100,000 customers. This is far below the market average of 7.4 complaints per 100,000 customers.

Three UK and O2 have roughly similar levels of complaints – well below average. EE has reduced its number of complaints over the 7 quarters measured and is now in line with these two. In contrast, Virgin Mobile has seen its level of complaints rise in the last three quarters and it has now similar levels to TalkTalk.

But by far the largest number of complaints are attributed to Vodafone. That initial spike back in Q4 2015 was due to the installation of a new billing system which saw complaints soar to 32 per 100,000 customers. The number has since dropped but Q1 2017 was still at 17 per 100,000 – far above TalkTalk and Virgin at 8 per 100,000.

And, while Vodafone’s complaint levels have dropped since it was fined 4.6 million in Q4 2016 by Ofcom for poor billing, selling and complaints handling processes, they are still significantly above the other operators.

Efficient complaint handling is essential to retain customers and keep a mobile business profitable – handling complaints and enquiries is expensive and can tip customer accounts into being unprofitable. That’s not to mention the brand damage that can occur when your level of complaints is too high, which ultimately impacts not just on your profitability but also on your share price.

See also: Customer complaints in UK mobile market declining, Q1 2017