In its first annual report on The Consumer Experience, Ofcom summarises consumers' concerns about freedom and ease of switching broadband suppliers and warns it may need to move towards a single switching process if complaints continue.
 
CONSUMER CONCERNS AND ISSUES
 
The top three consumer complaints identified in the report were:

• 'Tags' on the line, preventing service uptake
• The migration (MAC) process
• Loss of service.

Ofcom wants to make sure that consumers can engage properly with the market. Consumers must be able to make informed choices about providers and services and to be able to switch supplier easily when they want to. Ofcom found that consumer awareness of alternative suppliers and services was poor - only half of respondents could name two or more broadband suppliers without prompting. Only 28% had ever changed ISP and only 9% had done so in the previous 12 months.

Ofcom is planning to revise and relaunch its price comparison accreditation scheme to ensure wide availability of independent price comparison information. Ofcom is also considering whether a move towards a single switching process applying to all transferable voice and broadband products is necessary and is keeping complaints about switching under close review. Working with Ofcom, BT Wholesale set up a dedicated helpdesk for customers and service providers affected by tags on the line and has streamlined and cut the cost of its authorisation process to ease customers wanting to migrate.

Find out more about the migration process.

OFCOM AND THE CONSUMER EXPERIENCE

Ofcom is responsible for promoting the interests of citizens and consumers in relation to communications. The Consumer Experience report is based on data gathered in a number of awareness and tracking surveys conducted by Ofcom throughout 2006, supplemented with information on consumer complaints and concerns raised.
 
PRICING, AVAILABILITY AND TAKE-UP
 
But the news is not all bad. Top level feedback from consumers shows that overall, 92% are happy (Satisfied plus Very Satisfied) with their broadband service. Some 86% believe it offers value for money and 91% are satisfied with service reliability. Available speeds receive a 90% satisfaction rating and even prices are judged satisfactory by 83%. Broadband is near-universally available (DSL, cable, satellite and wireless together) and PC ownership has continued to grow.

More than 60% of consumers now have internet access at home with more than 70% of these using broadband services. Take-up is lowest in the 65+ age group but even this jumped by 20% in 2006. Ofcom also plans to undertake further research on the use of broadband internet by children, minority ethnic groups and disabled consumers. Read Ofcom's full report


READ BETWEEN THE LINES

KEEPING CUSTOMERS HAPPY

The trend for customers to switch between suppliers as new services and bundled technologies come onto the market shows no sign of slowing, despite providers' best efforts.
 
BT Wholesale recognises we have to make it easy for consumers to choose between more and different services from a variety of providers and is working with Ofcom and the industry to ensure effective processes are in place.
 
BT Wholesale has also commissioned IPSOS Mori to research the key drivers for churn in the SME sector of the broadband market. You can view a webcast of the key findings in the Ipsos MORI research on our Engage multimedia portal.