Another truth is that even if a company in a competitive environment receives just one or two complaints per thousand customers per month, they mount up and with a large customer base quickly run into thousands of service queries annually.  

However, the company that looks at industry averages and maintains customer service queries and complaints within these averages while also achieving an overall downward trend is doing the work needed to perfect the customer experience.

As MTN marks its 30th anniversary and reflects on its service milestones, while looking forward to its ambitions for customer satisfaction, MTN is proud of this critical element of its business, being one of the key differentiators from its competitors.

Ofcom, the United Kingdom's communications regulator, mentions in its April 2024 report that the most complained-about services in the UK saw a "sizeable fall in complaints" across all its activities. What irked its customers, says Ofcom, is that "customer complaints were again mainly driven by how their complaints were being handled".  

In short, consumers require their service providers to do everything possible to deliver a seamless experience. However, when they have a query or complaint, they want a sympathetic ear, the knowledge that the problem is understood and action being taken to resolve it.

Since 2023, mirroring what OfCom found in the United Kingdom, MTN has significantly reduced the volume of service-related calls. Customer satisfaction scores have increased, and its Customer Effort Score has decreased, showing that its customer experiences are more straightforward and less time-consuming.

When interrogating what led to these results, MTN looks to its recognition that customer service must be a significant business pillar, with every customer contact being a brand-building opportunity, and "average" being unacceptable. Adding value and being a consumer brand of choice also means that relying on statistics alone is not enough.

MTN also collaborates with top-rated service providers, locally and globally, to exchange insights and explore innovative approaches. Through these collaborations, MTN gains a deeper understanding of what drives its success and how it can apply these learnings to enhance MTN's service offerings.

Building on Ofcom's findings is a recent Forbes Advisor survey, which stated that 53% of consumers believe the experience a company provides is as important as the products or services themselves. Nearly 50% of respondents regarded their relationship with their service providers as significant as their offerings.

Within MTN this customer service culture is entrenched across all facets of its business, and in its latest initiative, the 'Y'ello Experience', MTN has redefined how it engages with customers to ensure that every interaction is memorable and proactive, ensuring that issues are resolved faster and service is personalised.

MTN recognises that it is far from perfect, but its customer service teams have a shared purpose to always be and do better. It is this dedication to continuous improvement that drives MTN to exceed expectations and add real value to every customer interaction.

In an age where customers are spoilt for choice and sustainability and growth depend on customer goodwill and brand loyalty, MTN identifies with these sentiments. Diversity is strength. Meeting the diversified needs of South Africans and working continually to improve and grow MTN's services has been its mantra since MTN was established in 1994, and service will be its obsession for the future.

For more information, visit www.mtn.co.za. You can also follow MTN Group on Facebook, X, or on Instagram.

*Image courtesy of contributor