Vodafone Ranked ‘Worst’ Mobile Network in the UK

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O2 and EE join Vodafone at the bottom of the Which? consumer survey rankings.

The UK’s three biggest mobile operators are failing to satisfy their customers, a survey by consumers association Which? has suggested.

In February 2019, the association asked 6,135 members to rate their mobile network operator on a variety of factors, including value for money and customer service. Consumers were also asked how satisfied they were with their mobile network’s service, and whether or not they would recommend them to friends and family.

In the Which? study, Vodafone, EE and O2 were rated in the bottom three, while virtual network operator Giffgaff was named as the best.

Vodafone only achieved one-star ratings for customer service, value for money and technical support. One in five Vodafone customers told noted that customer service, including complaints handling and the way in which their queries were dealt with, was poor.

One in seven customers said that the quality of technical support as poor, and one in five rated Vodafone as being poor for value for money. A quarter also criticised the incentives and rewards offered by the network.

EE, the UK’s largest mobile network, also ranked among the worst providers in the country, according to its customers.

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Only a quarter of EE customers told Which? they had received good or excellent service for technical support (27%), and less than half said the same about ease of contact and customer service.

One in ten O2 customers also said they were receiving poor value for money. And just a quarter of them rated O2’s incentives as good or excellent, while half of Sky Mobile’s customers felt their rewards were good or excellent.

Out of the 13 networks covered by the survey, it was generally the smaller virtual networks that customers rated more highly.

Natalie Hitchins, head of home products and services at Which?, said: “The continuing reign of smaller networks over the big players goes to show exactly how important customer support and value for money are to mobile users.”

Giffgaff topped the Which? survey results, while Utility Warehouse and Plusnet Mobile were ranked second and third respectively.

Almost all of Giffgaff’s customers described it as good or excellent when it comes to value for money, and added that they would recommend the network to friends and family.

Hitchins added: “If you think you’re paying too much or are not getting the level of service you expect from your provider, you should shop around for a better deal – you might find you save yourself some money and probably a lot of grief, too.”



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