Ken's Tech Tips

Our latest study looks at the performance of each network in the aftermath of Christmas. Tesco Mobile again takes the title of best performing network with Three and T-Mobile both gaining ground.

What is the Ken’s Tech Tips index?

The Ken’s Tech Tips Index is our regular study looking into how well each mobile phone network is performing in terms of attracting new customers and retaining existing ones. We believe that consumers vote with their feet. We believe that by looking at how well networks can attract and retain customers, we can determine how good a network really is.

We polled 8,199 people through our PAC Code Finder tool on their intention of switching network. From the responses, we determine how rapidly a network is gaining new customers and losing existing ones. The Ken’s Tech Tips “index score” is “the number of customers who join a given network for every 100 customers who leave that network”.

If a network has a high score in the Ken’s Tech Tips Index, it means they are gaining customers a lot faster than they lose them. This is perhaps a good indication that the products they provide are better value for consumers (or alternatively, it could just mean they are doing a great job with publicity or sales).

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Ken’s Tech Tips graphically visualises how UK punters have been switching network and finds out who the winners and the losers are.

In this study, Ken’s Tech Tips polled more than 6,000 people over a 2 month period to find out how they’re switching mobile network. We’ve visualised this data to look at the net movement of customers from network to network. Our graphs show which networks are losing customers, which networks are gaining customers and where the customers are coming from.

Background Information

For this visualisation, we polled 6,145 people through our PAC Code Finder tool between October 20th 2010 and December 19th 2010 (the same data set used in our “Ken’s Tech Tips Index” study of network performance).

Respondents were asked to “select your current network provider and the network that you wish to move to” from a drop down menu of 9 mobile networks: 3 (Three), O2, Orange, T-Mobile, Vodafone, ASDA Mobile, Giffgaff, Tesco Mobile and Virgin Mobile. These 9 networks form our study.

From the 9 networks, we took each pair of networks in turn. We looked at the “net movement” of customers between each pair of networks and have visualised it in the graph below. For example, if 200 customers switch from Network A to Network B and 100 customers switch from Network B to Network A, the “net movement” of customers would be 100 customers from Network A to Network B. This would be represented by a line pointing from Network A to Network B in our visualisation.

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In our latest study into the performance of each network in the run-up to Christmas, Tesco Mobile takes the title of the best performing network followed by Three and T-Mobile.

What is the Ken’s Tech Tips index?

The Ken’s Tech Tips Index is our regular study looking into how well each mobile phone network is performing in terms of attracting new customers and retaining existing ones. We polled 6,145 people through our PAC Code Finder tool on their intention of switching network. From the answers, we determine how rapidly a network is gaining new customers and losing existing ones. The Ken’s Tech Tips “index score” is “the number of customers who join a given network for every 100 customers who leave that network”.

If a network has a high score in the Ken’s Tech Tips Index, it means they are gaining customers a lot faster than they lose them. This is perhaps a good indication that the products they provide are better value for consumers (or alternatively, it could just mean they are doing a great job with publicity or sales).

Continue reading →

Our first study of switching intention finds that Tesco Mobile and 3 are doing well in the market whereas the big networks are falling behind.

What is the Ken’s Tech Tips Index?

The Ken’s Tech Tips Index is our first study looking into how well each mobile phone network is performing in terms of attracting new customers and retaining existing ones. Using data from the PAC Code Finder tool and people’s stated intention of how they’ll switch network, the Ken’s Tech Tips Index answers the question of how rapidly a network is gaining and losing new customers. More specifically the index score is “the number of customers who join a given network for every 100 customers who leave that network”.

If a network has a high score in the Ken’s Tech Tips Index, it means they are gaining customers a lot faster than they lose them. This is perhaps a good indication that the products they provide are better value for consumers (or alternatively, it could just mean they are doing a great job with publicity or sales).

A score above 100 in the index means that network is gaining customers faster than it is losing them. Meanwhile a score of below 100 is bad news: it means the network is losing customers faster than it can replace them.

There are two ways by which a network can improve their Ken’s Tech Tips Index score. They can either attract more new customers or they can better retain their existing customers. The ways by which a network can do this is to provide better value to consumers, better customer service and support and a better customer experience.

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