Users highly value that the telephone operator they are going to hire has physical stores where they can go in person, instead of their service being only online or by telephone. Furthermore, the first reason they would go to one of the establishments would be to file complaints or claims.
This is the conclusion of the latest survey carried out by the operator Finetwork, according to which 67.91% of people, from a sample of 2,000 respondents from different operators, prefer their company to have physical premises. Of those surveyed, only 10% are in favour of MVNOs, while they state that they do not need to go to the store in person for any reason.
In order of importance from most to least, these are the reasons why users would go to the establishment, followed by the percentage of people who would go primarily for them:
- Reporting complaints or claims – 51.75%
- Buying a mobile phone – 49.69%
- Request information about their services – 45.11%
- SIM management – 43.96%
- Contracting a rate – 35.68%
- Unsubscribe – 34.48%
- Comment doubts about billing – 25.05%
However, the physical store is the second most chosen route (24.55%) if it comes to contacting customer service. Telephone contact is preferred in this case (41.22%). In reference to this customer service, the following are the characteristics most valued by users:
- Being assisted by a human instead of an AI – 32.14%
- Speed in answering the phone and resolving the query – 25.35%
- Teleoperators with adequate training – 12.38%
Regarding the reasons for getting angry with the telephone company, users point out that the main grievances are finding themselves with a change in the price of the rate without prior notice, the existence of problems in the service, or that an offer they receive is temporary or contains small print.
Finetwork opts for the physical route
The purple operator is firmly committed to maintaining its physical stores despite the fact that other operators achieve lower costs thanks to exclusively online service. In context of the results of this survey, the CEO of Finetwork, Óscar Vilda, assures that the physical point of sale is strategic for the firm, and that it represents “a unique opportunity to interact with our clients face to face, providing the experience of client that best represents our firm. The physical store facilitates interactions that have a very important impact on customer satisfaction, such as helping them configure their terminal or choose complementary services of interest,” indicates the manager.
“Offering a quality experience for users is key in the telecommunications sector, where there is high competition. At Finetwork we believe that there is room to continue improving the customer experience and we are working to turn this element into our great differential value,” adds Vilda. The operator’s objective is to reach 200 exclusive establishments by 2025, so that they achieve presence in all Spanish cities with a population of more than 50,000 people. In addition, Finetwork is promoting its non-strategic channel, where it already has more than 1,300 points of sale throughout Spain.
