For cellphone users it146;s performance first: study

Airtel, Hutch, Reliance score higher in customer satisfaction, retain top three positions in cell phone industry

As telecom penetration reaches out to the farthest corners of the country, performance of service providers in customer satisfaction has also been consistently improving over the last five years.

The latest TNS CellTrack 2006 study says the TRIM index for the industry 8211; the metric that measures the strength of the 8216;subscriber-service provider relationship8217; 8211; has got better at 82, up from a high of 79 in 2005. The improvement is not a flash in the pan but an indication of the ensuing maturity in the sector. From an industry average TRIM index of 55 in 2000, the mobile industry has surely come a long way. No surprise then that the study concludes that today the Indian mobile subscriber is a largely happy and retained subscriber.

The study says Airtel has not only retained pole position among national players but also scored better, with the TRIM Index up from 82 in 2005 to 90 this year. Hutch has also improved performance significantly and stays at second place, while Reliance with a TRIM Index of 83 80 in 2005 is third. Idea, BSNL and Tata Teleservices have maintained performance but are below the industry average of 82.

While these results have more or less been expected, the regional players category has thrown a surprise in MTNL, which has dislodged Spice to become the best regional player with a TRIM Index of 100 8212; the optimum level for customer satisfaction. Clearly the much maligned state operator is getting its act together and has pipped competitors in customer satisfaction.

TNS India Head of Telecom practice Abraham Karimpanal says, 8220;While MTNL is attracting a different profile of subscribers with different set of expectations, this war is all about each operator understanding and /or crafting, and then managing their subscribers8217; expectations. Whether by design or otherwise, MTNL has surpassed all others at it.8221;

8220;While all aspects related to network and coverage continues to be key relationships drivers, customer perceptions of 8216;value for money8217; are also becoming important. Given that 8216;price8217; is a key weapon used by almost all operators in the Indian telecom war, it8217;s understandable the subscriber is concerned about getting the best 8216;value for money8217; 8220;, he added.

While the industry is getting better in terms of coverage per se, that is, availability of signal wherever you need, issues relating to the quality of network in terms of in-building coverage, lack of congestion and clarity persist.