Customer Services of Telecommunications Operators
Front-line customer services are, by definition, the preferred points of contact when a customer wishes to reach their operator. They play a crucial role in ensuring a positive customer experience. The mission of the front-line service is to quickly and efficiently solve or answer questions relating to, among other things, subscription conditions, invoicing and technical problems of telecommunications customers.
Despite this fundamental role, several problems have been noticed within the customer services of telecommunications operators. In 2023, the Office of the Ombudsman reported a record number of 2,550 complaints about the customer service of telecommunications operators. Compared to previous years, this represents a significant increase in the number of complaints. Complaints about the functioning of customer service are almost exclusively related to other issues (invoicing, breakdowns, etc.). In 2023, the Office of the Ombudsman also recorded 1,329 telephone calls in which end users expressed frustration regarding their experience with the front-line service of an operator.
The growing problems in the provision of customer service of telecommunications operators, highlighted by more than 2,000 complaints, reveal a trend that affects all end users. It is essential that operators strive to ensure an operational and easily accessible customer service, especially in the event of serious technical and administrative problems, but also under normal circumstances. Persistent complaints about long waiting times and insufficient (telephone) accessibility are worrying.
In addition, other communication channels such as chat, chatbots (which are often impersonal), and social networks also have shortcomings in solution orientation and decision-making power, and do not respond to the demand for efficient and quick services.
The transfer of responsibility to end users is a potential evolution. Customers are increasingly encouraged to avoid traditional front-line means and turn to “do-it-yourself” solutions, such as online customer areas and advice from other customers on forums. There is no doubt that offering online customer areas is highly appreciated by many users. However, this evolution must not lead to an increased responsibility for users to the detriment of operators’ own services.
It is essential to guarantee optimal accessibility, regardless of the level of digital skills of the customer, and to provide guidance and support when using the “do-it-yourself” tools. At the same time, the Office of the Ombudsman emphasises the importance of maintaining human contact and personalised customer service. It should be recognised that some customers prefer personalised advice and assistance, especially when complex problems arise, including for vulnerable users, such as older people who are not always familiar with digital technology. Moreover, digital innovation must not be to the detriment of consumer rights.