Friday, October 31, 2008

1 in 10 mobile broadband customers feel they were mis-sold

New research commissioned by UK mobile operator, O2 shows that over one in ten mobile broadband users feel that they were mis-sold on what it offered. ­The main source of irritation is that consumers feel that they were deceived on the cost of the service with nearly a third complaining that the ongoing cost was higher than expected. One-fifth were also upset that they were unable to use mobile broadband where they wanted it despite being told by providers that there would be coverage. Another 13 percent were frustrated that there was no returns guarantee if the service wasn't right for them and around half wanted inclusive Wi-Fi as standard.

On the back of this, O2 has announced a total refresh of its mobile broadband offering.

The refresh includes making it easier for customers to be certain of their ongoing spend including a price reduction on core mobile broadband tariffs, the launch of a new coverage checker and a 50-day Happiness Guarantee which allows customers, who purchased directly from O2, to return the device to O2 within 50 days of purchase with no termination fees being charged and any costs for purchasing the device being refunded.

The first of these is making it easier for customers to be certain of their spend. The biggest issue in the market at the moment is the cost of using data abroad.

To help save what could be an unexpected surprise on their bill, international roaming will not be automatically enabled for all new O2 Mobile Broadband customers. New customers will need to contact O2 Customer Service to have roaming activated so that O2 can explain the likely costs.

"Across the industry there are too many customers whose mobile broadband expectations have been set too high and have then been disappointed, which is a terrible shame given there are loads of people who are having a great time with mobile broadband," said Peter Rampling, Marketing Director, O2. "We want to continue to try to set the right expectation so all our mobile broadband customers know what sort of service they are going to get. And rather than just say it, we are underwriting this commitment with our unique 50 day happiness guarantee."

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