O2 tops customer pollO2 tops customer satisfaction poll

06 December 2005

Shoppers rate O2 stores the best place to buy a mobile phone on the high street, says an annual survey published today.

Orange, Vodafone and The Carphone Warehouse came joint bottom of the poll of more than 2,250 UK consumers.

The survey by market research firm JD Power and Associates concluded that store staff and promotions were the two most important factors in customer satisfaction. This was followed by store design. Fifty-eight per cent of O2 customers said they would definitely recommend the store.

However, the findings conflict with a Which? survey into customers' experiences of high-street phone shops published in August this year. We found that people were more likely to recommend The Carphone Warehouse, Dial-a-Phone, Orange, and Virgin. We surveyed 2,339 consumers who'd bought a phone in the previous 12 months.

Which? mobile phones expert Pete Tynan said:'No matter where you buy your mobile, it's worth remembering that one in seven break down in the first year. We have found the most reliable brands are Nokia and Samsung.'

In the JD Power survey, which was based on interviews of 2,258 browsers and buyers at UK mobile phone stores during 2005, the stores were given the following marks out of 1,000.

Network stores

  • 1 O2: 802
  • 2 T-Mobile: 779
  • 3 Orange: 774
  • 4 Vodafone: 774

Independent stores

  • 1 Phones 4U: 791
  • 2 The Link: 784
  • 3 The Carphone Warehouse: 774