EU International 

Customer Service Analysis

Market Research Project

Master’s Experience - MBA Extended Program

California State University San Marcos

Sponsor

Mr. Chancy Keller

Executive Summary

The role of Internet Service Providers (ISPs) in delivering reliable and high-quality internet services is critical in today’s digital world. To succeed in a competitive market, ISPs must understand and meet the unique expectations and needs of their customers. This essay explores the research findings on customer service preferences and expectations in Six major European countries: Poland, Spain, UK, Italy, Germany, and France. It also provides recommendations for Viasat to improve their customer service strategies based on the research insights.

In Poland, the Infrastructure Ministry's active involvement has compelled ISPs to enhance the quality of broadband services. The adoption of innovative technologies, such as ASSIA software, has optimized internet access for millions of households in the country. Spanish Government regulations mandate companies to offer human customer service representatives, emphasizing personalized interactions. This indicates the significance of building strong customer relationships in the Spanish market. In the UK, customers expect smooth broadband availability and prioritize faster speeds for economic growth and innovation. While in Italy,  customers value reliable internet connections, personalized services, and data privacy.

German customers are known for their high expectations of efficiency, reliability, and quality in customer service. Challenges like bureaucracy and language barriers exist, but companies that prioritize simplicity and effective communication can succeed there. French ISPs have embraced innovation in customer service, and caters to the varied needs of French customers. Viasat should adopt a customer-centric approach, recognizing the cultural nuances of each country and catering to specific needs and preferences

Introduction

In today's ever-changing world of global communications, Internet Service Providers (ISPs) play a vital role in keeping us all connected. Viasat, a company that's been leading the way in communication for more than 30 years, has been at the forefront of making sure we can stay connected no matter where we are. They've come up with clever solutions to bring communication to even the most remote and hard-to-reach places. Now, as Viasat plans to offer internet services to more people, they know that providing great customer service is key to making sure their customers have the best experience.

In this research paper, we will go on a journey to understand what customers want and expect from their ISPs in six European countries: Italy, Spain, Poland, Germany, France, and the UK. Each country has its own unique culture and preferences, and Viasat wants to make sure they can provide the best service tailored to each country's needs. By studying how other ISPs handle customer service in Europe and what the customers expectations and needs are for the ISP markets in those countries, we hope to find valuable insights that can help Viasat improve their own customer service and make sure they meet the needs of their customers in each country. Our goal is to give Viasat practical advice so they can become a customer-focused ISP and offer top-notch internet experiences to people all over Europe.

Methodology 

Detailed research was conducted to gather data and insights for this analysis, involving the examination of various sources spanning several years. These sources included reports, articles, academic studies, press releases, and customer reviews from reputable databases like ProQuest, Statista, and Trustpilot. The primary focus was on information related to the customer service offerings of top internet service providers and customer expectations and needs in the ISP markets of Poland, Spain, UK, Italy, Germany, and France.

Companies such as UPC Poland, Netia, Vectra S.A., T-Mobile Polska, Telecom Italia (TIM), Fastweb Italy, Vodafone Italy, Deutsche Telekom, Vodafone Germany, Iliad France, SFR, and Orange were among those examined. The goal was to understand and analyze their customer service offerings, customer ratings, and efforts made to enhance their services, as this directly affects the quality of customer service provided. The analysis also took into account cultural differences, customer needs and expectations, and challenges faced by top ISPs in the various European countries.

In addition to the sources mentioned earlier, industry reports and studies from IBISWorld, McKinsey & Company, and KPMG were analyzed to gain a broader understanding of the internet service provider market in these European countries. Reports from ARCEP and the International Trade Administration offered further insights into the state of the internet and e-commerce markets in France and Italy, respectively.

The information gathered allowed for the identification of best practices and innovative approaches used by internet service providers to address customer needs and expectations in different cultures. By integrating data from diverse sources, the analysis provided a comprehensive and up-to-date overview of the internet service provider landscape in these European countries.

In conclusion, this analysis covers a wide range of aspects, primarily focusing on customer service offerings based on cultural preferences and customer expectations and needs in each country. It also examines customer satisfaction, market share of ISPs, their practices related to customer service, and technological advancements made by these companies.

Company Profile

Viasat is a global communications company, providing internet services via satellites to various consumer groups like residential customers, businesses, governments, and militaries around the world. Viasat provides internet to communities and regions around the world where cable or fiber is not available. Viasat ensures people have access to quality internet services in the air or at the sea level just like they can have it at home. The company provides internet services to home, defense, aviation, enterprise, small business, emerging market, maritime, space and networking technology consumers. Viasat has multiple streams of revenue coming from offering diverse services like providing fast, reliable internet for residential consumers who live in regions where cable and fiber companies will not offer those services. Other streams of revenue come from providing encryption, tactical data link, and SATCOM as service solutions for military customers.

Additionally, the company offers enterprise-level broadband services for businesses that want to expand to other regions or countries. What's even more interesting is that Viasat offers high speed internet solutions for small and growing businesses outside the cable zones. What makes Viasat unique is that they offer solutions to underserved communities and for satellites and wireless communication systems. Furthermore, Viasat has established brand recognition by launching several satellites in space and has expanded its satellite fleet operations to Europe, Middle East, and Asian countries. For instance, in 2017, Viasat expanded its satellite broadband services across North America, Central America, the Caribbean, and the primary aeronautical  and maritime routes across the Atlantic. They launched the satellite in French Guiana, all of which helped in doubling the capacity of Viasat-1, expanding speeds and geographic coverage. Another example of a global expansion launch is when Viasat launched KA-SAT to establish service in Europe. KA-SAT provides high speed satellite internet coverage for Europe and Mediterranean markets.

Strengths

Viasat has a core advantage for offering a satellite-based internet service outside urban areas. For instance, Viasat’s internet service covers all 50 states and 98% of the U.S Population. In other words, seeking services from Viasat is best for consumers in rural areas and those that do not have access to dial-up, fiber, or cable internet services. Also, it is usually good for people who do not mind having a lower speed of internet connection. One of the main advantages of seeking services from Viasat include its geographic reach, where it can reach remote areas where internet from other providers cannot reach. 

Furthermore, Viasat offers six different internet plans, giving a variety of options and flexibility to consumers. These plans all provide unlimited standard data, 3 Mbps upload speeds, and 24-month contracts. The only difference in these six plans is that each plan offers a different amount of high speed data available, the download speeds, and price. What makes Viasat unique is its ability to offer lower speed as needed to match with customer’s coverage needs and budget. Also, Viasat offers several bundles compared to other competitors like dish satellite TV, voice, and extra customer support. Another core strength that Viasat currently has is its acquisition of Inmarsat which will bring more innovation, improved capabilities, security, coverage and reliability to internet connection for consumers. The acquisition has brought more resources and skills to the firm including, terrestrial assets, 19 satellites in space spanning bands. There is limited competition, meaning Viasat is usually the only internet provider in several urban areas.

Weaknesses

Some of the weaknesses include how the internet service that Viasat provides is not as reliable and fast as other internet providers like cable internet providers. A weakness is that Viasat’s services won’t satisfy consumers who need access to fiber or cable internet for optimal internet connection and maintain stability. It is not best suitable for people who work from home and need a high-speed internet connection. It is not well suited for consumers who may need to regularly stream videos, play video games, or conduct other data heavy activities. It can be understood that Viasat’s satellite internet service can often be slow and less reliable than other types of internet, but it can also be the only option for residents living in rural areas and don’t have access to other types of internet services. 

Other weaknesses include Viasat’s late fee payment and penalties. For instance, if a required equipment is not returned on time, customers will be penalized $300 fee for a late return. Also, Viasats sets 2 year contracts, restricting customers to stay with them in the long term and if customers cancel early then they will have to pay a $15 fee for every month remaining on the contract. Furthermore, the occurrence of technical issues when there is a slow internet connection leads to a high volume of customer service calls. Although Viasat offers all of the customer service support as any other provider like technical support team, Live Chat, FAQ questionnaire, and other support team available 24/7, it still remains to have poor customer reviews in the USA. This implies that customers are not satisfied with their service, meaning their concerns remain unsolved after contacting the customer service agents or seeking FAQ support. After reading several reviews from Viasat customers, we saw that several customers rated Viasat’s customer service very low. We recognized similar patterns and commentary from customers on how solving technical issues required an upgrade or purchase of equipment to get something that was out of a customer’s control to be solved. In other words, there was a fee associated with any damage or technical issue which was not pleasing for customers. Customer service agents may need to be more trained and informed on how to provide immediate solutions with some steps, recommendations, or referrals to other teams.

Industry Analysis

The ISP (Internet Service Provider) industry in Europe is a dynamic and has a competitive landscape some of the crucial things to know about this industry in Europe are:

Market Maturity

The European ISP market is considered relatively mature compared to some other regions. Many countries in Europe have well-established telecommunications infrastructures, which have led to high internet penetration rates and widespread access to broadband services.

Dominance of Incumbent Players

In several European countries, there are dominant incumbent telecom operators that historically provided fixed-line telephone services and have expanded to offer broadband internet. These companies often have a significant market share and considerable influence on the industry.

Competition from Cable Operators

Besides traditional telecom operators, cable companies are strong competitors in the European ISP market. They offer high-speed broadband services through cable networks and have gained popularity in some regions.

Fiber Deployment

Fiber-optic broadband deployment has been growing steadily in Europe, offering faster and more reliable internet connections. Many countries have been investing in fiber infrastructure, and this has resulted in increased competition among ISPs to offer fiber-based services.

Regulatory Environment

The European Union has been proactive in promoting competition in the telecom and ISP sector. Regulatory measures aim to foster a level playing field, encourage investments in infrastructure, and protect consumer interests.

Mobile Broadband

Mobile internet usage has been on the rise, and mobile network operators have expanded their data offerings. 4G and the early stages of 5G deployment have facilitated access to high-speed internet on mobile devices.

OTT Services

Over-the-top (OTT) services, such as streaming platforms and messaging apps, have grown in popularity across Europe. The rise of these services has influenced ISPs to offer competitive broadband packages to accommodate the increasing demand for data-intensive applications.

Merger and Acquisition Activity

Consolidation within the ISP industry has been observed in some countries, where companies have merged or acquired smaller players to expand their market reach and resources.

Rural Connectivity

Despite the overall good coverage in many European urban areas, rural connectivity has been a challenge in some regions. Governments and ISPs have been working to improve internet access in remote and underserved areas.

International Customer Service Analysis Per Country

Poland

Overview of Poland’s ISP Industry

Customers in Poland have unique expectations and needs that are essential for internet service providers to consider in terms of cultural behaviors and attitudes that serve customers well in the nation. With some detailed research, we were able to find that even Poland’s Infrastructure Ministry can play a heavy role in pressing internet service providers to improve the quality of broadband services. This pressure was once received from heavy customer service complaints from overall internet service providers that forced the ministry to ask for improvement in internet services in Poland to help make customers happy in the long term. For instance, a daily newspaper platform, Daily Gazeta Wyborcza, reported on March 4, 2011, that the Ministry has warned the telecommunications industry and the internet service providers, by reminding them of a public announcement, indicating the amendment act that requires internet providers to offer customers a guaranteed minimum speed. In other words, specifically stating that the speed cannot be less than 90% of the advertised download rate. This specific act also provided an example stating if the customer support or operator promises 10 Mb/s, the speed should be at least 9 Mb/s. Also, if the internet speed is running slower than what is indicated in the contract, the customer shall not be required to pay the subscription fee and that courtesy should be provided by customer service agents (“Poland's regulator,” 2011).

Additionally, Adaptive Spectrum and Signal Alignment Inc. (ASSIA) optimizes internet access for over 50 million European households, including Poland. ASSIA is a market-leading supplier, providing artificial intelligence based broadband services and WI-FI optimization software to 50 million internet subscribers who are now receiving better quality of experience because of the software. Some European internet service providers using ASSIA software under license include Bouygues Telecom, BT Group Plc (formerly British Telecom), Deutsche Telekom AG, Magyar Telekom, SFR, Sky Telecom Group, Sunrise Communications AG, Swisscom AG, TalkTalk Plc, and Telefonica (“Poland's regulator,” 2011). 

One thing that is driving this growth for ASSIA is that internet service providers are recognizing that residential customers are oftenly judging their internet-service quality based on their WI-FI performance. This means that internet service providers value what customers are seeking and they are increasingly taking precautions and responsibility for managing and optimizing their subscribers' WI-FI quality of experience (“Poland's regulator,” 2011). In 2019, Tim Httges, CEO of Deutsche Telekom AG, posted a statement on LinkedIn, saying that the addition of ASSIA software has improved the quality of their customer experience and allowed for increasing the speeds and line stability (“Poland's regulator,” 2011). 

With ASSIA software, customer service agents are able to analyze the instabilities within the network as the software can be optimized in real-time (“ASSIA optimizes,” 2019). Furthermore, when TalkTalks deployed the ASSIA software into their business, the Chief Network Officer , Phil Haslam, stated that the ASSIA software serves as a solution, providing additional data and visibility that is needed for customer service agents to understand and stay informed of the various patterns that can affect in-home WI-FI performance. This eventually allows the support team in the company to know what is affecting their management and optimization tools so they can deliver the best experience for their customers (“ASSIA optimizes,” 2019).

A press release has released an international survey of consumers, where it was determined that the cost of poor customer service in 16 countries including Poland caused businesses to lose a total of $338.5 billion per year, especially when customers defect and abandon their purchases as a direct result of poor customer experiences. The hardest hit industry in Poland was stated to be within the cable and satellite TV providers, and a variety of telecommunication companies (“PRESS RELEASE,” 2009). The average value of each lost relationship across all countries surveyed was found to be $243 per year. The survey has asked customers about their priorities and the changes they most need to make in order to improve the quality of their customer service experiences in the following countries: Australia, France, Germany, India, Italy, Poland, U.K, Mexico, Netherlands, New Zealand, Brazil, United States, and Russia. In the survey, about 8,880 consumers, at least 500 from each country, were selected from all age and income groups, all of which surveyed for the report titled as “The Cost of Poor Customer Service: The Economic Impact of Customer Experience and Engagement.” In this survey, consumers were asked on how frequently they communicate with a business via the web or through contact centers or mobile devices. They were also asked to reflect on and identify how the interaction impacted their purchasing decisions (“PRESS RELEASE,” 2009).

The survey took a record of consumer responses and identified some reasons consumers left the company (“PRESS RELEASE,” 2009). Some respondents mentioned that a key concern for them was when self-service was not intellectually integrated with the assisted service. Consumers stated that the most significant root causes of poor customer service came from being trapped in automated self-service, being forced to wait too long for service, when consumers have to repeat themselves, and when representatives lack the skills to answer their inquiry. Consumers from some European countries like in Germany, Netherlands, France, U.K, and Czech Republic, indicated that the most frustrating service was when consumers were unable to reach customer service representatives without paying a charge for the call. For example, about 29% of consumers in Germany stated this, and 25% of consumers were from the Netherlands that stated this (“PRESS RELEASE,” 2009).

This survey was conducted by Greenfield Online of which consisted of 28 questions for consumers. It was sponsored by Genesys Telecommunications Laboratories, Inc. The survey noted some cohesive customer service strategies that consumers demanded and suggested. Consumers wanted better integration between self-service and assisted service, including voice self-service and eServices (“PRESS RELEASE,” 2009). Several of the consumers preferred to have the call started with a voice self-service or the Web and be referred to a LIVE assistance with a customer representative. Some consumers demanded to start the service in e-mail and have better integration with agent-assisted service. Consumers also mentioned that they hate being asked twice. Within the survey, about 40% of consumers suggested improvements within human service and the remainder of consumers preferred the adoption of a new communication channel in place for a company wanting to improve customer satisfaction. Over 18% of consumers wanted better integration of communication channels, 16% of consumers wanted enriched content such as video, and the other 16% wanted Web assistants or avatars (“PRESS RELEASE,” 2009).

According to the data gathered from the survey, consumer satisfaction increases when companies start to meet four key needs: competency, convenience, proactive engagement, and personalization. Consumers expressed a desire for increased involvement through proactive outreach. A significant majority of over 86 percent considered proactive engagement highly advantageous or would appreciate proactive assistance when encountering difficulties on the internet or while utilizing self-service options (“PRESS RELEASE,” 2009).

Also, additional research shows that there are cultural differences in Poland that have an impact on a consumer’s interaction. The cultural difference in particular is when Polish consumers like to establish a sense of trust in business when communicating in a customer service context. Consumers collectivist propensity negatively affects their purchase activity on digital markets (“UPC poland selects,” 2015). Furthermore, some internet service providers are improving the experience of their customer experience and reducing their costs at the same time. For example, In a press news article published in May 26, 2015, UPC Poland has partnered with CoralTree’s CRM to reduce the cost of their customer service and boost sales operations (“UPC poland selects,” 2015). UPC Poland is a market leader for digital cable services like television, broadband internet and telephony for the private B2B market. CoralTree is known to be a leading provider of convergent business support systems. UPC Poland partnered with CoralTree’s “Renaissance” CRM in order to improve the efficiency of its operations across its customer service and sales (“UPC poland selects,” 2015).

This partnership with CoralTree will enable UPC Poland to have a smooth and improved sales order processing and management of customer service enquiries. As UPC Poland implements CoralTree’s CRM solution into its business systems, it will have access to use the sales portal, a product catalog, and a customer care portal. After the partnership, UPC Poland has recognized improvements in its customer agent’s performance and customer experience (“UPC poland selects,” 2015). This intuitive browser-based desktop, Renaissance, has reduced customer service agent training time, sales order entry time and errors. Customer agents were more likely to resolve more enquiries at first contact and this improved customer experience. This partnership simplified the systems used by agents in sales and customer service to improve customer satisfaction and employee knowledge (“UPC poland selects,” 2015).

Overview of Customers Needs and Expectations

There are some standards of customer service in the Polish market in order to meet customer expectations. To improve customer satisfaction and have better service, internet service providers need to have an attractive and transparent website because it affects how a potential customer thinks of the products and services offered (Kozel et al., 2017). It is important to have attractive knowledge-based information website content which can be intuitive for prospects in order to leave a positive impression on them. Also, utilizing the email approach in order to pursue an active interest in the customer is most preferred when trying to build a relationship with a prospect to make a purchase (Kozel et al., 2017). Employees should remain attentive and responsive, giving the impression that they are interested in the customer and in meeting their needs. It is important to maintain a professional dialogue in the scope of polite expressions and the factual and substantial content of the response. It is also important to ask detailed questions so that the customer feels heard and valued (Kozel et al., 2017).

Additionally, based on the attitudes of consumers residing in Poland, employees within the customer service sector first identify the customer’s needs by asking questions. In the second part of the service process, employees need to explain the issue with which the customer came and confirm that the customer understands the inquiry correctly (Kozel et al., 2017). Active communication is necessary in this aspect of the process. Also, consumers in Poland like to be spoken in polite expressions like being called Madam/Sir, Please/Thank you, etc. In the case of an email communication, consumers value a goodbye at the end of the message. Customer satisfaction is improved when consumers receive a response quickly, in which the waiting time should not exceed 48 hours. Moreover, consumers in Poland find it more favorable when an e-mail response includes the presentation of alternative offers, accuracy of information, escalation of an inquiry and asking for personal contact (Kozel et al., 2017). 

In terms of customer satisfaction, Polish consumers felt safe when asked for personal contact. In an article, there were some recommendations formulated in terms of the customer service standards in Poland (Kozel et al., 2017). The recommendations include adopting some changes to company websites of which Polish Prospects will find more favorable. For example, a company’s website should have an aesthetic appearance and have clear content that is concise, accurate and transparent. Also, the structure of the website needs to have a good arrangement and placement of information where it can be user-friendly and have a smooth flow of speed of browsing. Lastly, there needs to be website options and features like online contact form, optional high-speed data search, optional calculator, online cost estimate, and the ability to connect to corporate social networks (Kozel et al., 2017).

Furthermore, some popular internet service providers in Poland have gained high market positions due to their effective customer service strategies. These internet service providers are Netia, Vectra S.A. and T-mobile. According to an article published by Targeted News Service on January 25, 2018, Vectra S.A.  has implemented Avaya’s customer engagement solutions to transform the customer experience for nearly one million subscribers (“Vectra S.A.,” 2018). By implementing Avaya's omnichannel contact center solution, Vectra can provide its subscribers with a smooth and uniform experience, improve service quality, and maximize team efficiency. Telecommunications providers recognize that the quality of customer experience sets them apart from competitors. Vectra needed a comprehensive solution that seamlessly integrated all aspects of customer service, including proactive outreach for sales and service, handling inbound inquiries, and supporting various communication channels like voice, email, chat, and social media in both self and assisted service. It was crucial for the solution to integrate with other business applications and provide real-time and historical visibility into contact center operations, empowering workers with better information and improved efficiency (“Vectra S.A.,” 2018).

To realize their vision, Vectra partnered with Sprint SA, an Avaya channel partner. Sprint and Avaya collaborated closely with Vectra to deeply understand their requirements before initiating the implementation process (“Vectra S.A.,” 2018). Avaya consultants carefully examined the primary processes interacting with the contact center, gaining insights into Vectra's existing customer service landscape as well as their short and long-term goals. Based on this understanding, Avaya and Sprint consultants designed a solution that not only delivered an exceptional customer experience but also offered an unparalleled competitive advantage (“Vectra S.A.,” 2018).

The newly implemented contact center also ensures flexibility to incorporate new technologies and adapt as needs evolve. The entire operation benefits from a unified reporting environment, facilitating faster decision-making, while workforce optimization components empower Vectra to monitor service quality and allocate staff resources based on traffic and workforce intensity. For Vectra, they now have the capabilities to meet emerging needs like speech analytics and other applications that allow deeper insight into their customers' experience (“Vectra S.A.,” 2018). Additionally, T-Mobile Poland has chosen Axiros to enhance the digital home broadband experience for residential customers. By implementing the Axiros solution, T-Mobile Polska can achieve zero-touch multi-service fulfillment, leading to improved efficiency and reduced operational costs (“T-mobile polska,” 2019). 

In an article published by PR Newswire in September 16, 2019, T-Mobile Poland has partnered with Axiros, a leader in device management and zero-touch customer experience solutions, to support T-Mobile become a mobile-fixed converged services provider through the use of open device management solution (“T-mobile polska,” 2019). Axiros, with its presence in Warsaw, is now offering T-Mobile Polska professional consulting and service operations. Axiros delivers carrier-grade device and service provisioning, as well as support automation, aligning with T-Mobile's Frontline First strategy. By equipping the customer services team with advanced tools, Axiros enables instant access to service quality information and empowers them to remotely configure services, resulting in prompt resolution of customer queries. Additionally, customers have the option to personalize or troubleshoot their services through a convenient Self Care channel. Axiros empowers proactive issue management, enabling customer services to respond proactively before any impact on service quality occurs (“T-mobile polska,” 2019).

Another internet service provider, Netia is utilizing NICE Nexidia Anlaytics to improve customer service and maintain operational efficiency (“Press release,” 2019). Within a span of under twelve months, the prominent telecommunications operator in Poland achieved substantial enhancements in service and performance metrics, leading to a notable reduction in churn rate. In an article published in Dow Jones Institutional News on October 3, 2019, NETIA, a leading telecom operator in Poland, achieved rapid and measurable results through a customer insight initiative during 2019 (“Press release,” 2019). NETIA attributes this success to the implementation of NICE Nexidia Analytics, which significantly improved interaction evaluations' effectiveness and customer satisfaction with NETIA's contact center service. To align frontline activities with overall business goals, NETIA chose NICE Nexidia Analytics and collaborated with experienced local partners CCSOFT and ANDRA to implement the solution, yielding positive outcomes (“Press release,” 2019).

Tomasz Dakowski, B2C Managing Director at NETIA, stated, “The NICE solutions have been instrumental in supporting our business transformation and daily operations. We now focus on agent development with a clearer understanding of customer interactions, enabling informed decision-making. This maximizes agent effectiveness and directly translates into an excellent customer experience, as well as providing better guidance to our sales and operation teams.”

John O'Hara, President of NICE EMEA, expressed satisfaction in NETIA's successful customer service reinvention in 2019 (“Press release,” 2019). He highlighted how NETIA effectively utilized NICE solutions to enhance visibility, gain deeper insights, drive process improvements, boost agent performance, and enhance customer satisfaction. NICE is a global leader in offering comprehensive enterprise software solutions, whether cloud-based or on-premises. These solutions enable organizations to make intelligent decisions by harnessing advanced analytics of both structured and unstructured data. NICE assists businesses of all scales in enhancing customer service, ensuring regulatory compliance, combating fraud, and protecting the well-being of citizens (“Press release,” 2019).

After studying customer reviews regarding what type of quality service they want from an internet service provider, we were able to find that Polish customers are seeking an internet service provider (ISP) that meets specific criteria. They require a reliable ISP with good internet speeds both for uploads and downloads. Customers emphasize the importance of minimal disruptions and excellent customer service in case of network failures. Since some customers frequently travel, they prefer a prepaid network with 3G or 4G connectivity. This choice allows them to have flexibility in managing their internet usage by topping up the account monthly and stopping it when they leave the country. Customers are open to investing in a 4G WiFi unit or a similar USB plug-in device if needed. Moreover, customers are looking for a reliable, flexible, and cost-effective ISP with good connectivity speeds and minimal disruptions, suitable for their travel needs. They value recommendations from others who have had positive experiences with their current internet providers (“Press release,” 2019).

Overview of each ISP company, its Customer Service Offerings and Quality

The following are some of the top internet service providers with best customer support and services that provide comfort to customers:

UPC is the top choice for short-term stays as they offer flexible Internet plans. Customers can cancel anytime without extra fees. They have different packages, like a 60MB/s option for 59PLN/month or a 120MB/s option for 69PLN/month. The installation cost is 59,90PLN, and they provide a modem (Mathilde, 2017). A disadvantage is that they don’t own a network and have no English translation in their website. Customer reviews from trust pilots were also gathered to understand the quality of their customer service. Some customers switched from an individual profile to a business one with the company but regret the decision. They criticize the unacceptable communication and problem-solving approach of the staff. Technicians claimed they were not responsible for internet issues during the installation, and customer service was rude.

They feel trapped by a long-term contract with a lack of concern for the service quality. One customer complains about UPC being the worst internet provider with frequent internet crashes. They express frustration over losing matches due to UPC's service disruptions. They also mention their negative experience with customer service. The customer expresses disappointment with UPC's misleading information and slow internet speed. They feel deceived by the promised speed of 30 Mbps. The customer strongly advises against UPC for anyone seeking reliable and fast internet. Majority of customers said they faced issues with impolite workers, unstable internet, and unhelpful customer service.

The most concerning aspect was UPC selling the customer's data to collection companies without reason, leading to harassment and scam attempts. A customer expresses frustration with UPC's persistent phone calls after unsubscribing from their services. They no longer live in Poland but continue to receive unwanted communication. Also, customers experience unstable internet connections with UPC, making it difficult to work with video calls. They express the desire to switch to another provider. Customers face numerous issues with UPC, such as unclear pricing, non-functional support chat, language communication problems, and difficulties reaching an operator. They find the internet price excessive, especially when the TV service is not used.

Secondly, Play has a unique "10PLN for 10GB'' plan, where you pay 10PLN for every 10GB used. If you don't use the Internet, you won't be charged. However, according to customer reviews from TrustPilot, customers are expressing dissatisfaction with their internet connection, describing it as poor. Despite being near a populated area, the Wi-Fi connection reaches a maximum of 3 Mbps, with an average speed of 1 Mbps or less. Customers found the internet to be restricted strangely, experiencing slow speeds on Wi-Fi until they signed a new contract and got a new SIM, which improved the speed. However, customers feel dissatisfied with the company's pricing and policies. Another customer encountered extremely poor customer service, describing the representatives as rude and unhelpful. They feel scammed into signing up for a phone plan with the promise of being able to cancel at any time, but the company failed to disclose the obligation to pay remaining bills for two years. Despite not using the SIM card for 1.5 years, the customer had to pay the bills, leading to frustration with the company's deceptive practices.

Thirdly, Netia offers a 9-month contract, providing customers the convenience to leave early and not be forced for a longer-term contract. However, according to customer reviews of Trustpilot, customers describe some dissatisfaction. Customers express frustration with the company's inability to merge phone service and internet accounts. They describe the process of canceling the contract as a nightmare, highlighting the lack of communication and notification after resignation. One customer mentions receiving only one letter with threats of debt collectors and court, and they express the burden of paying any additional fees.

They also mention difficulties with returning the equipment, as the company claimed not to have received it despite confirmation from the mail service. They also claim that canceling Netia's services incurs high costs, amounting to hundreds or even thousands of currency units. Some customers describe their experience with Netia as the most awful among the various providers they have used in Europe. They highlight the lack of communication regarding rebranding, the difficulty of contacting customer service, and the unexpected requirement of sending a resignation letter by post mail. They express disappointment with the lack of clarity and transparency in Netia's services, cautioning others against doing business or collaborating with the company.

One customer advises staying away from Netia due to their poor service. They recount their experience of signing a contract for home internet, which did not provide the expected speed. They struggled to communicate with the company, encountering language barriers and unhelpful customer service. Despite their attempts to address the issue, the customer was unable to withdraw from the contract and expressed a lack of trust and assistance from Netia.

Fourthly, Orange has 12 or 24-month contracts, starting at 69PLN/month for 100MB/s Fiber power. One disadvantage is that the company’s website is hard to comprehend for English speaking customers. Also, several customers have given bad reviews in TrustPilot regarding the company’s services and customer support. On TrustPilot, some customers reported that they are trying to switch from Orange to another mobile carrier with portability. They faced difficulties as Orange stopped the process multiple times. Initially, there was an issue with different documents used for the SIM card registration, but the customer updated the information.

However, both carriers are still blocking the process, and Orange's customer support has not been helpful, with a wait time of three weeks and no response. Customers strongly advise staying away from Orange. They experienced a blatant robbery with outdated promotional packages, rude and incompetent customer service, and a lack of reliability. Customers feel that they were not informed about the package limitations and did not receive a refund. They express surprise at the company's existence and strongly recommend avoiding Orange. While other customers have a mixed experience with Orange. They praise the quality of their Internet service but criticize their Help Desk's assistance when issues arise. Helpdesk calls are charged at a premium rate, and some customers find the recorded voice playback before talking to someone disrespectful.

Different advice from installers, shops, and Help Desk adds to the problem. Customers are frustrated with their lack of choice and bad experience with Orange's internet service. They faced issues with their modem not working despite changing it recently. Customers working from home find the situation unbearable. They warn against subscribing to Orange and suggest alternatives like coworking spaces or transferring internet from mobile services. One customer describes Orange as the worst mobile data service they've ever experienced. Despite spending a significant amount, they face constant mobile data disconnections. The customer is disappointed with the company's products, data connection, and overall service quality, seeking suggestions for a more reliable internet service provider.

Another customer complains about the Auchan office, which seems to be associated with Orange. They mention poor customer service, communication issues, and a lack of English-speaking support. The customer was treated rudely, with workers showing no concern for their needs or providing assistance. The customer warns others to avoid Orange due to dishonest practices. They claim Orange keeps deposits and purposely offers poor customer service to foreigners. It is challenging to reach anyone online, or by phone. Some customers reported that they bought a SIM card from Orange and found misleading advertising. The introductory rate of 50GB for 20zł was reduced to 35 GB upon activation. The packaging was deceptive, making it difficult to understand the actual data limits.

The customer expresses dissatisfaction with false advertising. This customer has a mixed experience with Orange, praising their internet and network quality but criticizing their customer support through stores. They mention long waiting times and difficulties when terminating contracts or transferring phone numbers. Orange's Love packets and TV offerings are also criticized. The customer is frustrated with Orange's lack of internet service for days. They opened a ticket, but Orange claimed the issue was resolved without any actual fix. No one at the chat or customer service speaks English, leaving the customer without internet while working from home. The customer signed up for a 500GB plan for two years but received only 5 to 15 Mbps internet speed, far below what was promised. They faced language barriers, struggling to find English-speaking support through the hotline.

The customer feels scammed and warns others to stay away from Orange. The customer complains about Orange's poor customer service, rude and incompetent agents. They describe issues with internet installation and a lack of care for customers. Additionally, other customers are frustrated by the disrespectful treatment and recommend avoiding Orange. They also regret choosing Orange, stating they are the worst mobile operator in Poland. They faced long waiting times and unstable internet connection. Communication problems between departments hindered issue resolution. The customer warns against Orange's products and services, calling it a rip-off. The customer fell for a trap and purchased a travel SIM with misleading data offers. They struggled with the activation process and encountered difficulties when trying to top-up their data. They found the support to be incompetent and rude.

Finally, Vectra only offers 24-month contracts with a 100MB/s option for 55,90 PLN/month. The installation costs 99 PLN, but it's 49 PLN if done online. According to customer reviews on the company’s quality of service, customers indicated that watching a Netflix movie is nearly impossible, and contacting their helpline just results in false promises of increased speed with no actual changes. The internet is useless, and even when it works, it's painfully slow, making it impossible to load webpages.

Another customer indicated that they were required to visit their office to fix their problem and they're closed on Saturdays too. They have been their customers for years, but are considering switching due to constant outages and internet problems. A customer stated that the company should refund their money for service interruptions, especially for the internet. There are customers that recently joined Vectra and regret it. There have been multiple outages in a short period, and there is no information from them on why they charge them 124 PLN every month. Another bitter reality is a customer stating that they are paying more, getting fewer channels, and constant blockages, leading to no TV or internet for days. 

Recommendations

These recommendations are derived from comprehensive research on Poland’s culture, customer expectations within the ISP industry, and an in-depth analysis of the top ISPs in Poland and their customer service practices.

Improve Internet Service Quality: Customer complaints and pressure from Poland's Infrastructure Ministry highlight the importance of delivering high-quality broadband services. ISPs should focus on providing reliable and high-speed internet connections with minimal disruptions to meet customer expectations.

Prioritize Customer Support and Communication: Customer service agents should be attentive, responsive, and polite when interacting with customers. Offering multilingual support, including English-speaking representatives, can be beneficial for customers who may face language barriers.

Enhance Transparency and Clarity: ISPs should be transparent about their internet plans, pricing, and contract terms. A clear and user-friendly website with comprehensive information about services and costs will leave a positive impression on potential customers.

Proactive Engagement and Issue Resolution: Customers in Poland appreciate proactive outreach and quick resolution of issues. Utilizing advanced analytics and AI-driven tools, such as ASSIA's software, can help identify and address network instabilities in real-time, improving the overall customer experience.

Respect Cultural Norms: Polish customers value polite expressions and expect respectful communication. Addressing customers as "Madam/Sir" and using "Please/Thank you" in interactions can contribute to a positive perception of the ISP's customer service.

Spain

Overview of Spain’s ISP Industry

Just like any other country, consumers in Spain have their own needs and expectations pertaining to their cultural lifestyle to what they demand from customer service in the internet service industry. What makes Spain a little different from other countries is the government involvement in customer service strategies. For example, in an article published by CE Noticias Financieras in May 31, 2022, Spain wants to end machine talking one-sided conversations with a computerized answering service by establishing a ruling that mandates all companies to offer an actual customer service employee when requested by a customer. The government considers customer service an indispensable service in consumer relations, in which several complaints were raised that it was concerning for Spanish families feeling left on an unpredictable service call (“CE Noticias Financieras,” 2022). The government declared such a ruling a necessity because Spanish families were facing difficulties involving expenditure of energy, time, and money. Mandating such a ruling and customer service strategy seeks to put an end to long waits by forcing companies to respond to calls within three minutes (“CE Noticias Financieras,” 2022). 

Furthermore, the Spanish Government has implemented regulatory measures aimed at accelerating the expansion of broadband services in rural areas. These measures include mandating that operators ensure a minimum coverage of 30 Mbps or faster for at least 90% of residents in population units with fewer than 5,000 inhabitants.

Additionally, this ruling mainly targets providers of basic services like electricity, gas, telephone, and internet providers, urging them to offer customer service 24 hours a day and 365 days a year (“CE Noticias Financieras,” 2022). The ruling also mentions that other companies must continue to provide customer service in normal business hours and that all customer complaints should be addressed within 15 days. This kind of ruling and law is applied to all utility companies of all sizes and companies with more than 250 workers in which their business exceeds 50 million euros per year. The law also mentions that if companies fail to comply, then there are fines for violation and it is between 150 euros and 100,000 euros (“CE Noticias Financieras,” 2022).

Overview of Customers Needs and Expectations

Moreover, ethics plays an important role in following effective customer service strategies. In Spain, there is a hierarchical system in society where lower level employees follow the higher level management and their bosses on which those superior higher management hold the decision making power and in maintaining a high power distance score of 57 in connection to the Hofstede’s 6D model (Dinh et al., 2017). In determining the culture and lifestyle of people in Spain, utilizing Hofstede's 6D model to provide an understanding of consumer needs and expectations is crucial. The model is composed of six dimensions; power distance, individualism, masculinity, uncertainty avoidance, long-term orientation, and indulgence (Dinh et al., 2017). Spain follows a business structure that is laid-back, family-oriented lifestyle because leisure is considered important amongst Spanish people. According to research conducted by the Allied Academies International Conference in 2017, Spain holds a score of 51 on individualism, indicating that people in Spain have a collective mindset where they value teamwork as a natural trait in the business world. In household society, women are still portrayed as home-care providers. Masculinity score is about 42, indicating the progress within their society and mindset (Dinh et al., 2017).

         Furthermore, in terms of uncertainty avoidance, Spain has a high score of 86 which means there is a high tolerance for ambiguity and uncertainty. Based on the long-term orientation scale, Spanish people scored 48, meaning they like to live in the moment and not worry about the future. In terms of the indulgence dimension, Spain has a low score of 44, indicating that societies in Spain do not take strong sides with indulgence. Customer service in Spain correlates back to these ethics and dimensions. When people meet in Spain, those meetings tend to be more social and are meant to establish personal relationships (Dinh et al., 2017). Hofstede’s six-dimensional model really breaks it down into exactly what people are.

A research book published in 2016, titled "Telecommunications Policy,” mentions in a study that there are different factors that drive consumer satisfaction between business and residential telecom consumers in Spain. A study was conducted to identify main drivers of satisfaction with mobile and fixed internet services in Spain for micro-enterprises, small and medium enterprises (Suárez et al., 2016). The results were then compared with the drivers of satisfaction for residential consumers to identify distinct competition and market conditions in each segment. The data used to conduct the study analysis were collected from December 2010 to February 2011 in a survey commissioned by CMT (Comision Nacional de los Mercados y la Competencia, CNMC). The survey aimed to evaluate satisfaction with telecom services in the business segment through telephone interviews with company managers responsible for ICT contracts. The sample consisted of 1511 companies’ representatives of Spanish enterprises (Suárez et al., 2016).

The results indicated that 73.6% of firms would switch providers for the reason that the number of suppliers of specialist services some enterprises need is limited, meaning not all operators offer them and in a few regions the number of competitors is low. Also, about 54.1% of companies indicated that they would contract mobile and fixed services from the same operators, however, only 13.9% would contract these mobile services within a bundle if the mobile service is bundled with any fixed service (Suárez et al., 2016). Bundling usually gives a discount opportunity. In 2011, the bundles of fixed services such as broadband, voice, and access were common in Spain, but bundles consisting of fixed and mobile services were not generally commercially available, and usually only large customers were able to obtain access to such discounts and bundles (Suárez et al., 2016).

Business customers, in comparison to residential customers, exhibit significant diversity in their demands. For instance, larger companies with multiple locations may require customized offerings that include specialized connections, additional quality assurances, or supplementary services like IT support (Suárez et al., 2016). Moreover, they differ from residential customers in that some of them maintain direct relationships with providers and possess more negotiating power. For example, according to the findings reported by CMT (2011), while only around 40% of small businesses reach out to more than two operators during their search for services, over 60% of larger enterprises do so. Similarly, only approximately 50% of small businesses negotiate better deals with their telecom providers, whereas over 85% of large companies engage in such negotiations (Suárez et al., 2016).

Descriptive statistics, in particular satisfaction models, were used in assessing satisfaction with fixed internet services consisting of various factors. These factors included the type of fixed internet provider (such as Movistar, the main and benchmark operator; alternative DSL operators; specialized business operators; and cable operators), the sector of the company (with commerce as the benchmark category), the number of internet lines per employee, the fixed expenditure per employee (measured in euros per month), and the square of this expenditure variable (Suárez et al., 2016). Additionally, several binary variables were included as predictors, such as whether the operator guaranteed internet speed, if the company switched internet providers in the past year, if the company had sufficient alternative telecom options, and if the company had the same provider for both fixed and mobile services. To account for regional variations, 16 dummy variables representing autonomous regions, along with a constant term, were incorporated into each model (Suárez et al., 2016).

The impact of different operators on the satisfaction of business clients varies depending on the size of the company. In the case of micro-enterprises, they expressed higher levels of overall satisfaction and satisfaction with prices when using alternative DSL( Digital Subscriber Line) and cable operators compared to the incumbent operator. On the other hand, SMEs (small and medium sized enterprises) did not show significantly higher satisfaction levels with alternative DSL operators. However, all satisfaction factors were significantly higher for operators who rely mainly on their own network, including cable and specialist operators who also lease lines from Movistar. Notably, the coefficient for specialist operators was particularly large, exceeding 1 (Suárez et al., 2016). This result can be attributed to the specific requirements of larger companies and the challenges faced by alternative DSL operators who depend on regulated wholesale broadband access services to compete for these customers. These alternative operators have designed their networks to cater to the mass market (Suárez et al., 2016).

Interestingly, in the mobile market models where the three largest operators have similar market shares, there were no significant differences in satisfaction between the incumbent operator (Movistar) and Vodafone and Orange. In contrast, in the fixed internet market, micro-enterprises expressed higher satisfaction with Vodafone and Orange, despite their lower market shares compared to Movistar (Suárez et al., 2016). This suggests that these two operators are attempting to attract fixed internet consumers by enhancing the consumer surplus of micro-enterprises, either through price reductions or increased quality levels. However, in the mobile market where their market shares align more closely with the incumbent operator, these companies appear to behave differently (Suárez et al., 2016).

Micro-enterprises and SMEs have distinct needs. Micro-enterprises primarily require standard quality internet connections similar to residential connections, while SMEs demand comprehensive service packages that include advanced connections, quality guarantees, and complementary services (Suárez et al., 2016). Nevertheless, all types of businesses value quality-of-service agreements, such as guaranteed internet speed for fixed internet connections.The contrasting outcomes observed in the models for SMEs and micro-enterprises are likely due to the differing needs of these company types. For micro-enterprises, the number of internet lines had no significant impact on overall internet satisfaction. In contrast, for SMEs, having more lines per employee was associated with higher satisfaction, possibly because broadband access (Suárez et al., 2016).

In Spain, it is common for fixed internet services to be bundled together with other services, primarily fixed telephony. It is worth noting that among SMEs (small and medium-sized enterprises), companies that have the same provider for both fixed and mobile services tend to have higher levels of overall satisfaction compared to those with different providers. This effect is even more pronounced when it comes to satisfaction with customer service (Suárez et al., 2016). Consequently, having a single telecom operator, and thus a dedicated customer service agent, could be advantageous for SMEs. has greater productivity benefits for SMEs. The model overall shows that as micro-enterprises (less than 10 employees) increase their expenditure on internet services, individuals or businesses can enhance the quality of their access. This includes improvements such as increased internet speed, greater capacity, and various other enhancements that can contribute to a better overall internet experience. This is also true and same with the residential customers (Suárez et al., 2016).

In a book published in 2009, titled as Information & Management, it discusses the moderating effect of gender on relationship quality and loyalty toward internet service providers. A questionnaire survey was conducted in Spain of which samples were from Spain to check its validity and reliability. The research study indicated that there was more trust and commitment on loyalty from females than males, while a stronger level of satisfaction from males. Research shows that men’s feelings about IT have traditionally been more favorable than that of females. Women generally display higher levels of risk aversion and less trust when it comes to utilizing the Internet  (Sanchez-Franco et al., 2009).

On the other hand, men exhibit higher scores in terms of their attitude and intention to use the Internet, as well as their instrumental motivation for embracing it. Data for the survey was collected from a sample of customers over the age of 16 of commercial ISP’s in Spain. The sample size was 815 domestic users connected to ADSL internet service offered by Telefonica Espana. This service provider had more than 43% of the national market share and the survey period was 4 weeks. The participants consisted of 56.7% females, 82% in the 16–44 age range, and 26% having at least a college degree  (Sanchez-Franco et al., 2009).

         A one-way ANOVA was employed to examine the disparities in self-efficacy levels between individuals based on their gender, with a significance level set at p < 0.001. The analysis revealed noteworthy distinctions between males and females. In general, the male participants regarded themselves as more proficient in the realm of the Internet compared to their female counterparts. Results indicated that repurchases and references had a significant impact on loyalty. In the context of loyalty, women are less influenced by trust compared to men. For women, their loyalty towards a certain product or service is only established once they have developed favorable attitudes towards it  (Sanchez-Franco et al., 2009). These attitudes are influenced by factors such as feeling less in control, perceiving higher risks, and their specific way of processing information, which involves analyzing information bit by bit. Therefore, trust also plays a role in determining how engaged women will be in a relationship with a product or service. On the other hand, men tend to have higher levels of self-confidence and impatience, which directly affect the importance of two factors, satisfaction leading to commitment and  trust leading to loyalty  (Sanchez-Franco et al., 2009).

Commitment plays a significant role as a mediator between the satisfaction-trust framework and loyalty, particularly for females who place a greater emphasis on interpersonal relationships with their Internet Service Provider (ISP) compared to males. Therefore, the study suggests that ISPs should prioritize providing support that enhances the perceived control for female customers, along with clear rules, effective management procedures, and necessary legal aspects that reduce uncertainty in their relationship with the ISP  (Sanchez-Franco et al., 2009).

In the case of males, satisfaction strongly influences their commitment. The study suggests that ISPs should focus on improving customers' network connections to prevent technical issues and information overload, thereby increasing their likelihood to actively participate in the service. Additionally, strengthening the brand can reduce the impact of competing brands and discourage opportunistic behaviors, ultimately fostering genuine customer loyalty  (Sanchez-Franco et al., 2009).

Overview of each ISP Company, its Customer Service Offerings and Quality

Some big internet service providers in Spain are taking some measures to improve the quality of their services for residential and business customers (“ICT Monitor Worldwide,” 2017). According to ICT Monitor Worldwide news in 2017, Mimosa Networks, a leading provider of advanced fixed access broadband solutions combining fiber and wireless technologies, announced that Aeromax, a prominent wireless internet service provider (WISP) in Spain, has chosen Mimosa for its new 5G Fixed wireless service in the southeastern coastal region. Aeromax will utilize Mimosa's access, backhaul, and client solutions to deliver high-speed internet with speeds of 100 Mbps and above to both residential and business customers (“ICT Monitor Worldwide,” 2017).

Aeromax currently serves over 2,000 cities and towns in Spain's Costa Blanca region. To meet the growing demand from subscribers, Aeromax has developed a new 5G network to complement its existing infrastructure (“ICT Monitor Worldwide,” 2017). The Aeromax network uses Mimosa products in two different architectures: GigaPoP and MicroPoP. GigaPoPs are tower-based deployments utilizing Mimosa A5c connectorized access points to provide service across a large geographical area. In densely populated neighborhoods, Aeromax employs MicroPoP hub locations where Mimosa A5 access points connect to Mimosa C5 client devices, catering to residential subscribers. To expedite their growth, Aeromax strategically selects homeowners in key locations to act as hub homes in return for discounted services. This approach enables Aeromax to scale their operations rapidly and efficiently. Additionally, Aeromax will integrate Mimosa B5 backhaul radios to enhance their network design. By leveraging Mimosa's hybrid-fiber-wireless (HFW) technology, Aeromax can bring fiber-speed services to subscribers more quickly and cost-effectively. Mimosas Spectrum Reuse Synchronization (SRS) technology, which leverages advances in Massive MIMO and antenna beamforming, allows for the expansion of wireless networks with increased capacity and bandwidth (“ICT Monitor Worldwide,” 2017).

To optimize their deployment, Aeromax has chosen to utilize RF elements Symmetrical Horn Carrier Class antennas in conjunction with Mimosas A5c connectorized access points. These combined products are particularly suitable for areas with hilly terrain, as they offer a wider elevation pattern compared to traditional sector antennas, enabling effective signal coverage across a greater number of homes (“ICT Monitor Worldwide,” 2017).

         According to a 2019 post in Capacity Magazine, Voxility has expanded into the Spanish market by launching an IaaS Hub. This expansion allows the international infrastructure-as-a-service provider to offer IaaS and improved distributed denial-of-service (DDoS) mitigation services to local and regional networks. Voxility's network is directly connected to over 1,450 BGP peers (McGee-Abe, 2019).

The launch in Spain is part of Voxility's growth strategy to establish a presence in highly interconnected internet hubs worldwide. By entering the Spanish market, Voxility aims to provide local networks with enhanced performance and network capabilities. Madrid, in particular, has become a pivotal location for the Iberian Peninsula, as well as for North Africa and South America (McGee-Abe, 2019).The company's existing customers in Madrid already benefit from a secure internet infrastructure that combines cloud flexibility and scalability with greater control and transparency in their IT infrastructure. With the expansion, Voxility can now offer local connections for DDoS scrubbing services, ensuring minimal latency for latency-sensitive sectors like gaming, video streaming, and online trading (McGee-Abe, 2019). 

Voxility's presence in Madrid serves as a strategic hub for its customers in Spain and aligns with the company's expansion strategy of providing high-performance, low-latency services in local markets (McGee-Abe, 2019). By establishing a point of presence (PoP) in Interxion's Madrid data center, Voxility offers customers a secure and scalable facility to grow their IT infrastructure seamlessly. Additionally, Voxility's direct interconnection with major residential telcos in the region, such as Telefónica or Orange España, further strengthens its network capabilities (McGee-Abe, 2019).

Through its global platform, Voxility empowers telecommunications companies, data centers, cloud services, and hosting providers to build secure cloud services of any kind. Customers gain rapid access to hardware, network, data center, and security services from a single platform while benefiting from the efficiency of a capital expenditure (CapEx) model (McGee-Abe, 2019).Interxion, the data center provider, warmly welcomed Voxility to its Madrid Data Center campus, supporting Voxility's growth in Spain. Voxility joins an extensive IP ecosystem that includes over 90 carriers, internet service providers, and content delivery networks. Interxion's campus operates on 100% renewable energy and serves as a gateway to both North Africa and Latin America, contributing to Madrid's status as the digital hub of Southern Europe (McGee-Abe, 2019). This news follows the agreement between Digital Realty and Interxion to merge their businesses, creating a leading global provider of data center, colocation, and interconnection services. The deal is valued at $8.4 billion (McGee-Abe, 2019).

Additionally, some internet service providers in Spain are forming partnerships to take advantage of each other’s customer service resources. In an article published in PR Newswire in 2020, Sentrium has partnered with Edgecore Networks to offer official support for VyOS on Edgecore hardware. They have also announced a distribution partnership with EPS Global, a global distributor of open networking solutions. EPS Global will distribute and integrate Sentrium's VyOS open-source OS on Edgecore network appliance platforms, catering to managed network service providers and enterprise customers (“Sentrium adds edgecore..,”2020).

The collaboration aims to simplify the hardware selection process for VyOS users. Sentrium will provide technical support for VyOS versions specifically designed for the provided hardware models. Sentrium has thoroughly tested the compatibility of VyOS with Edgecore solutions to ensure optimal performance on supported devices (“Sentrium adds edgecore..,”2020). Edgecore's Network Appliance Platform is built on standard Intel x86 architecture, offering flexibility and openness for various use cases across different markets. With support for open-source software and third-party VNFs, the platform enables service providers to deliver innovative services and applications with agility and scalability. VyOS compatibility has been tested on SAF Series devices like SAF51015I and SAF51003I, which are available for purchase through selected resellers (“Sentrium adds edgecore..,”2020).

The Edgecore platform is a suitable choice for service providers delivering vCPE/uCPE solutions for residential and enterprise environments in the emerging 5G and edge computing landscape. It offers a range of fixed Gigabit and 10 Gigabit Ethernet ports, along with internal storage options, all within a compact desktop form-factor (“Sentrium adds edgecore..,”2020). By combining VyOS and Edgecore hardware, users can benefit from a comprehensive open networking solution with high performance and advanced support for various technologies. VyOS can be easily deployed on Edgecore hardware using an ISO image prepared by the VyOS team. It provides scalability, configurable features, and continuous improvement with new versions. The collaboration enables the creation of powerful open networking appliances using both open hardware and open software (“Sentrium adds edgecore..,”2020).

The partnership between Sentrium, Edgecore, and EPS Global brings opportunities for customers to leverage the benefits of the VyOS platform on Edgecore hardware. The development and testing of optimized system versions for Edgecore hardware allow users to build prebuilt images and download them with appropriate access. The cooperation represents a fertile ground for growth and new achievements (“Sentrium adds edgecore..,”2020). Edgecore expressed enthusiasm about the partnership, highlighting the expanded deployment options and customer requirements that can be met through support for VyOS on their network appliances. EPS Global, as a proponent of open networking, sees value in aligning with Sentrium to serve customers rolling out next-generation networking applications at the 5G edge. The combination of Edgecore's whitebox network appliances and Sentrium's VyOS platform opens up significant business opportunities for customers (“Sentrium adds edgecore..,”2020).

Additionally, the top and main internet service providers in Spain include Movistar, Orange, Vodafone, Masmovil, and Yoigo. Movistar prioritizes its customers' convenience by offering multiple customer care options. Customers can take advantage of their website, movistar.es, which allows them to perform various management tasks and seek information 24/7, all from the comfort of their own space. Whether it's checking out the latest offers or making changes to their MiMovistar or Fusión rate, users have the flexibility to do so at any time.

For those who prefer immediate assistance, Movistar provides the option to access their private area through private client login credentials, where users can gain insights into their contracted products, alter rates, view invoices, manage services, and monitor real-time consumption of both fixed and mobile services.

To further enhance user experience, Movistar offers the Mi Movistar App and Smart WiFi App, empowering customers to access services and information effortlessly from their iOS devices. Technical support can be obtained via the company’s specialized website, while router-related issues are addressed through the Alejandra Portal. Moreover, clients with only satellite services have a designated hotline at 900110010. Customers can also reach out to them via WhatsApp. Customers have shared their experiences about Movistar on Trustpilot, and the overall sentiment is largely negative due to a variety of issues they faced with the company's services and customer support. Several customers reported issues with their internet connectivity, including slow speeds, frequent disconnections, and poor coverage, especially in remote areas. The lack of reliable internet service caused frustration and inconvenience for those relying on it for work or studies. There were multiple complaints made about billing problems, with some customers claiming they were charged incorrectly or for services they did not subscribe to. Attempting to resolve these billing issues proved to be challenging, as contacting customer support often resulted in long wait times and unhelpful responses. Also, some customers faced difficulties with activating their prepaid cards, with complex and lengthy identity verification processes. This often resulted in delays and left customers without the expected services, causing further frustration. 

Moreover, several reviews criticized Movistar's customer service, describing it as unprofessional, rude, and unhelpful. Customers expressed feeling disregarded, with representatives lacking empathy and failing to address their concerns effectively. Customers also mentioned encountering obstacles when trying to cancel their services or switch providers. Some experienced ongoing charges even after the cancellation was requested, requiring multiple attempts to resolve the matter. Some reviews highlighted the company's poor communication and coordination, leading to delayed installations and a lack of accountability. This left customers feeling dissatisfied and disillusioned with the company's services. Furthermore, technicians were sometimes described as ill-prepared and lacking the necessary training to handle installations and resolve technical issues effectively. This further contributed to customer dissatisfaction. Non-Spanish-speaking customers faced additional challenges in dealing with Movistar's services, as some interactions lacked multilingual options and required proficiency in Spanish.

In summary, the negative feedback about Movistar revolves around issues related to internet connectivity, billing problems, poor customer service, technical incompetence, and a lack of accountability. These experiences have left customers frustrated, disillusioned, and, in some cases, seeking alternative service providers.

Additionally, another top ISP, Orange, utilizes quite different strategies of customer service. Orange provides multiple channels for customer support to ensure easy and accessible assistance. Customers can contact their customer service agents through various free channels. For instant assistance, they offer WhatsApp support with agents available 24/7. Customers can send messages, images, documents, and voice notes for quick problem-solving. Another option is the My Orange app's chat service, which also operates 24/7, allowing users to interact with customer service agents comfortably and efficiently.

For those who prefer social media platforms, Orange provides customer support through Facebook and Twitter from 8 a.m. to 11 p.m. daily. Customers can reach out to @OrangeESP on Facebook and @orange_es on Twitter for assistance with their queries. Additionally, Orange offers private phone support for private customers from Monday to Saturday, available from 8 a.m. to 11 p.m. Customers can dial 1470 for any assistance they require. On the other hand, business customers can reach customer support by calling 1471 during the same operating hours. For general information and self-help options, customers can utilize the "orange help" service, which assists in resolving doubts and explaining how Orange's products and services work. Finally, customers looking for in-person assistance can locate their nearest Orange store using the store locator service provided by the company. This option allows customers to find the address and phone number of the nearest Orange store for any specific inquiries or concerns. 

According to customer reviews from Trustpilot, several customers reported billing problems, including disputed final invoices, unexpected charges, and sudden increases in monthly bills. Some felt they were being overcharged for services they didn't use or order. Other customers reported that they were receiving spam calls and messages related to unpaid bills, even when the customers believed they had already paid or provided proof of payment. This constant follow-up was perceived as harassment and created frustration. Moreover, Non-Spanish-speaking customers found it challenging to communicate with customer service representatives, as the support was primarily provided in Spanish. This language barrier made it difficult for some customers to effectively resolve their issues. Customers mentioned difficulties with the My Orange app, such as login problems and discrepancies between the information displayed on the app and the actual billing details.

Also, customers faced issues when trying to cancel their contracts or resolve payment problems. They described unhelpful customer service agents who didn't assist with their concerns or who provided contradictory information. Some customers faced unexpected roaming charges while abroad, despite disabling roaming on their phones. Others complained about network issues and signal loss, impacting their ability to use the services effectively. Many customers expressed frustration with the lack of resolution for their queries. They reported receiving generic or automated responses from customer service representatives, leaving their issues unresolved and unanswered. Some customers felt that the customer service team was uncooperative and unwilling to help. There were instances of customer service agents hanging up on customers or being dismissive of their complaints. Customers were dissatisfied with the restricted operating hours of some support channels, finding it inconvenient to receive assistance only during certain time frames. While the majority of reviews were negative, a few customers praised specific in-store customer service experiences, highlighting that some branches or representatives might provide better support.

Vodafone Spain provides multiple channels for customers to reach out and receive assistance. These contact options cover various aspects of customer care, including promotions, mobile services, internet, landline, television, billing inquiries, and self-management. Customers can explore the latest promotions and offers, seek support for mobile services, and find help for any issues related to their internet or landline connections. Moreover, there are dedicated channels for television-related queries and assistance with billing inquiries. To enhance self-service, Vodafone offers a private area called "My Vodafone," where customers can utilize TOBi, the virtual assistant, to carry out various tasks, such as viewing invoices, modifying personal data, and more. 

In case of any technical faults or issues, customers can access the My Vodafone App to find quick and convenient solutions. Additionally, prepaid card users can easily check their balance and renew rates and extras. For invoice-related inquiries, customers can consult the electronic invoice option, available a few days after the billing cycle. Vodafone also allows users to modify their personal and contact details as well as access details to My Vodafone in a simple and convenient manner. Lastly, customers can find answers to common queries in the Help section, while less common inquiries may require further assistance from the customer support team. 

According to Trustpilot customer reviews, several customers expressed dissatisfaction with Vodafone Spain's customer support. One customer reported that their internet stopped working a week ago, and despite multiple attempts to arrange for a technician, the issue remained unresolved. Despite numerous attempts to resolve the issue, they were left without internet for seven days, affecting both personal and business use. Another customer discovered unauthorized charges for a Vodafone Cloud service after two months of use, highlighting the inconvenience of their app and difficulties with account balance management. Many others criticized the company's poor customer service, citing language barriers, unhelpful agents, and delays in resolving issues. 

Some customers accused Vodafone of being a fraudulent and untrustworthy company, urging others to avoid their services. They also faced challenges with customer care and were charged a cancellation fee without any rebate for the lost service. Another customer complained of unauthorized charges for VODAFONE CLOUD service, and their attempts to resolve the matter were met with inconvenience and unhelpful support. Some customers criticized Vodafone Spain's website and app functionality, stating that they encountered difficulties while topping up their accounts. Others accused the company of being thieves and scammers, expressing frustration with billing issues and unresponsive customer service. Several customers highlighted the language barrier when dealing with support as a non-Spanish speaker. They criticized Vodafone's lack of flexibility, loyalty, and respect for their clients, emphasizing poor service and communication.

Recommendations

These recommendations are derived from comprehensive research on Spain’s culture, customer expectations within the ISP industry, and an in-depth analysis of the top ISPs in spain and their customer service practices.

Compliance with Government Regulations: With the Spanish government actively involved in customer service strategies, internet service providers should ensure compliance with the ruling that mandates offering an actual customer service employee when requested by a customer. Companies must respond to calls within three minutes to minimize long waits and improve customer satisfaction.

24/7 Customer Service: Internet service providers, especially those offering basic services like electricity, gas, telephone, and internet, should provide customer service 24 hours a day and 365 days a year. This ensures that customers can seek assistance at any time, creating a positive customer experience and fostering loyalty.

Cultural Understanding and Sensitivity: Understanding the hierarchical system and culture of Spain, where power distance and collectivism are significant, is essential for effective customer service. Providers should train their representatives to adopt a respectful and personalized approach, valuing teamwork, and building personal relationships during interactions.

Transparent Billing and Dispute Resolution: Internet service providers should prioritize accurate billing and transparent pricing. Clear communication regarding billing details and prompt resolution of billing disputes are crucial to build trust and maintain customer satisfaction.

Multilingual Customer Support: To cater to non-Spanish-speaking customers, internet service providers should consider offering multilingual customer support. This would help eliminate language barriers and enhance the customer experience for a diverse range of users.

United Kingdom

Overview of United Kingdom’s ISP Industry

Customers in the UK believe that smooth broadband availability affects their satisfaction level. The reason for this is because it contributes to socio-economic benefits. Studies have shown that increased broadband penetration leads to higher economic growth and GDP per capita in both developed and developing countries (Stocker, & Whalley, 2018). Additionally, better broadband availability is associated with higher employment rates and has contributed significantly to economic growth in certain countries. Individuals also directly benefit from broadband access, gaining financial advantages through online transactions and saving time through reduced commuting and electronic service usage (Stocker, & Whalley, 2018). 

Overview of Customers Needs and Expectations

Moreover, UK customers' expectations and needs regarding broadband are increasingly focused on speed. Governments set varying broadband speed targets reflecting the country's infrastructure and circumstances. Faster broadband speeds are associated with economic benefits, including higher GDP growth and increased household incomes. Additionally, faster internet access is seen as essential for facilitating innovation in the internet ecosystem, enabling the development of new services and products by leveraging high-capacity next-generation broadband access (Stocker, & Whalley, 2018). In the UK, broadband speeds have shown improvements, with 89% of premises having access to superfast broadband in 2016, compared to 83% in 2015, and average download speeds increasing from 65 Mbps to 74 Mbps. However, there are disparities across the country, with England having better coverage than other nations, and rural areas experiencing slower broadband speeds, with 25% of premises having speeds of 10 Mbps or less. The government has addressed the issue by introducing a legal right for everyone to request a 10 Mbps connection, aiming to improve the overall consumer experience (Stocker, & Whalley, 2018).

Consumer experience on the internet is influenced by the complex value chain providing online goods and services, and faster broadband speeds do not guarantee an improved consumer experience (Stocker, & Whalley, 2018). Theoretical understanding of quality on the internet involves concepts like Quality of Service (QoS) and Quality of Experience (QoE), with QoE being a subjective user-centric concept that considers various factors like cognitive processing, context, and network-related factors. While QoS is essential for QoE, it alone cannot fully determine the overall consumer experience, making QoE-driven network management strategies crucial for content and application providers (Stocker, & Whalley, 2018). 

A recent study for Ofcom focused on the consumer experience regarding broadband Internet services, identifying two key components: service performance and customer support. Service performance involves factors like constant access speed, limited downtimes, and geographical availability (Stocker, & Whalley, 2018). Customer support includes installation, repairs, and call center services. Although they are interrelated, consumers prioritize service performance over customer services. Another study by Ofcom found that complex pricing strategies, especially bundles and discounting, lead to poor decision-making by consumers. The presence of bundling complicates the analysis of the consumer experience, requiring consideration of multiple services, devices, and infrastructures in how users experience and perceive them (Stocker, & Whalley, 2018).

An article in a chapter of the Telecommunications Policy, discusses the consumer experience of broadband internet services, emphasizing that it encompasses more than just internet speed (Stocker, & Whalley, 2018). The article mentions customer service in an aspect  such as maintenance, billing, and reliability, all of which can impact consumer experience but are independent of actual broadband usage. Customers consider effective and timely maintenance and repairs as essential for a positive experience. Billing and charging processes are also significant aspects of customer service that can affect how consumers perceive their overall broadband service (Stocker, & Whalley, 2018).

Overview of each ISP Company, its Customer Service Offerings and Quality

There are some top internet service providers in the UK that have been implementing unique customer service strategies to keep their customers. Those ISP’s are Virgin Media, TalkTalk, and Linksys.Virgin Media, a major UK Internet Service Provider (ISP), adopted the Confirmit Enterprise Feedback Management (EFM) system as part of its customer service strategy to enhance customer acquisition and retention in the highly competitive ISP market. The EFM system offered by Confirmit is designed to collect valuable customer feedback about Virgin Media's products and services, allowing the company to continuously monitor and improve its contact center operations (“Confirmit: Virgin media,” 2007).

One of the key challenges for Virgin Media was managing the high volume of customer calls they receive daily, which amounts to around 4,000 calls related to non-cable broadband services, all handled through an outsourced call center. To maintain high levels of customer satisfaction, Virgin Media needed to ensure the quality of both inbound and outbound calls. Virgin Media recognized the importance of capturing and tracking agent and channel performance to better understand customer interactions (“Confirmit: Virgin media,” 2007). Oren Maor, the head of telesales and retentions for Virgin Media's non-cable division, emphasized that they sought a system that could analyze agent performance based on conversion and retention rates across different channels. Confirmit's EFM system was the chosen solution because it had the capability to capture and track all the required information, including recording resolution codes during customer-agent interactions (“Confirmit: Virgin media,” 2007).

To cater to their specific needs, Confirmit developed two systems for Virgin Media. The first system, focused on customer acquisition, allowed outbound and inbound call center agents to collect data about each customer interaction. Agents recorded information about the source of the inbound calls, the reason for the call (response to a promotion, up-sell, or cross-sell from another service), and the outcome of the call (whether the customer accepted or declined the service). Additionally, the agents could capture customer attitudes to understand why some customers chose not to take up a particular service. All this data was then fed to Virgin Media's information management team to facilitate performance monitoring, trend analysis, and change evaluation on a daily, weekly, and monthly basis (“Confirmit: Virgin media,” 2007).

The second system, aimed at customer retention, enabled Virgin Media to monitor problem resolution and track retention rates more effectively. This involved closely monitoring agents handling inbound calls from customers intending to terminate their service. Detailed result codes and reasons behind customers' decisions to close their accounts were recorded and analyzed, providing valuable insights to the management team (“Confirmit: Virgin media,” 2007). Virgin Media found the Confirmit EFM system to be highly beneficial for their business. It not only helped them assess the performance of their promotions but also played a crucial role in identifying training needs for their outsourced call center agents. The system allowed Virgin Media to delve into specific reasons why customers decided to leave, helping them make necessary improvements to minimize churn. This could involve changes to product offerings or pricing to counteract competitor offers. As a result, Virgin Media reported a significant improvement in customer retention during the initial months of using the Confirmit system, demonstrating the positive impact it had on their overall customer service strategy (“Confirmit: Virgin media,” 2007).

In summary, Virgin Media's adoption of the Confirmit EFM system showcased their commitment to enhancing customer satisfaction and retention. By leveraging the system's capabilities, Virgin Media gained valuable insights into customer behavior, made data-driven decisions to optimize their offerings, and proactively addressed customer concerns. The combination of detailed feedback analysis, agent performance tracking, and proactive improvements contributed to a better customer experience and increased performance for the ISP in a highly competitive market (“Confirmit: Virgin media,” 2007).

Additionally, Virgin Media has partnered with smart home provider Plume to offer its HomePass smart home service to all UK households, even in areas not covered by Virgin Media's ultrafast broadband network. HomePass uses adaptive WiFi pods to create a self-optimizing WiFi network throughout the home, offering features like device security, motion sensing, device management, and parental controls (“Virgin media offers,” 2021). The service aims to improve WiFi coverage and performance, providing real-time alerts for unexpected movements and protecting users and connected devices from cyber-attacks. Additionally, it allows users to manage connected devices, change settings, and set up parental controls through a central app. The HomePass pods can be placed throughout the home, optimizing WiFi performance for each device and application, and no engineer visits are required for setup. The partnership with Plume allows Virgin Media to offer a smarter, faster, and safer WiFi experience to customers across the country (“Virgin media offers,” 2021).

Furthermore, TalkTalk, a UK telecommunications operator, has partnered with ASSIA to enhance its customer service strategy for residential Wi-Fi. They have successfully deployed the ASSIA CloudCheck Wi-Fi management solution as part of TalkTalk's residential Wi-Fi Hub, aiming to improve the Quality of Experience (QoE) for their customers. The CloudCheck solution measures, manages, diagnoses, and optimizes in-home Wi-Fi networks using contextual analytics and machine learning, providing a better understanding of Wi-Fi performance patterns and enabling proactive optimization (“TalkTalk optimizes,” 2019). With this initiative, TalkTalk aims to deliver a smarter, faster, and safer Wi-Fi experience to all customers, even those in areas not yet covered by their network, and has seen significant improvements in customer satisfaction and network performance (“TalkTalk optimizes,” 2019).

Another customer service strategy involves a collaboration between Lifemote and Linksys to enhance the WiFi experience for customers of Internet Service Providers (ISPs). Lifemote provides a WiFi Assurance analytics and insights Software-as-a-Service solution, while Linksys offers WiFi 6 mesh hardware, specifically the Linksys Velop AX4200 Tri-Band Mesh WiFi 6 System (MX4200). The main goal of this collaboration is to improve the Quality of Experience (QoE) for customers by addressing in-home connectivity issues and providing reliable and high-speed WiFi coverage throughout the home (“Linksys and lifemote,” 2022). ISPs have recognized in-home connectivity as a significant challenge in delivering satisfactory services to their customers. Thus, they are seeking ways to measure and enhance customer satisfaction (“Linksys and lifemote,” 2022).

Linksys' WiFi 6 mesh hardware, known for its seamless, fast, and reliable WiFi coverage, is combined with Lifemote's analytics solution. This integration allows ISPs to activate Lifemote's data collection agent within the Linksys MX4200 device. The data collected includes information about the devices within the network and the WiFi environment, which is then sent to Lifemote for AI-driven analysis (“Linksys and lifemote,” 2022). Lifemote's solution provides population-level analytical views of the WiFi connectivity problems faced by subscribers. The insights are then used by ISPs, together with Lifemote's Proactive Task Force, to identify and address these issues with appropriate responses, aiming to enhance customer satisfaction (“Linksys and lifemote,” 2022).

With the integration, ISPs can benefit from stronger in-home WiFi connectivity, wider coverage, and the ability to view population-level problems and allocate resources accordingly to meet customer satisfaction goals. The collaboration enables faster solutions to WiFi-related problems, reduces customer support costs, increases customer loyalty metrics, and improves overall return on investment. The integration process involves Linksys including a deployment mechanism in the firmware of the MX4200 device, which can be invoked by the ISP using their TR-069 server. When the ISP enables Lifemote, the data collection agent is downloaded and runs in the Linksys MX4200, continuously collecting information about the network and WiFi environment. Lifemote then uses AI-driven analysis to build a history of the network, and all the insights are made accessible to ISPs through easy-to-understand traffic lights and histograms via Lifemote's UI or APIs (“Linksys and lifemote,” 2022).

This collaboration has been successfully deployed with UK's fast-growing Alt-net fiber provider, Community Fibre. Linksys and Lifemote are looking forward to expanding their collaboration to enhance WiFi connectivity and customer experience in the UK and beyond. The partnership aims to provide ISPs with the tools to improve their subscribers' home WiFi QoE, reduce support costs, and deliver the best customer experience possible (“Linksys and lifemote,” 2022).

Recommendations

These recommendations are derived from comprehensive research on UK culture, customer expectations within the ISP industry, and an in-depth analysis of the top ISPs in the United Kingdom and their customer service practices.

Focus on Smooth Broadband Availability: Customers in the UK highly value smooth broadband availability as it affects their satisfaction level and contributes to socio-economic benefits. ISPs should strive to improve broadband penetration and network coverage to enhance customer experience and contribute to economic growth.

Prioritize Broadband Speed: Customers' expectations and needs regarding broadband are increasingly focused on speed. ISPs should set targets for faster broadband speeds and invest in high-capacity next-generation broadband access to facilitate innovation, deliver new services, and improve GDP growth.

Implement Quality of Experience (QoE) Driven Network Management: While faster broadband speeds are important, they alone cannot guarantee an improved consumer experience. ISPs should implement QoE-driven network management strategies that consider various factors like cognitive processing, context, and network-related aspects to enhance customer satisfaction.

Enhance Service Performance and Customer Support: The consumer experience regarding broadband internet services is influenced by service performance and customer support. ISPs should ensure constant access speed, limited downtimes, and efficient geographical availability for better service performance. Additionally, they should focus on providing effective and timely customer support for maintenance, billing, and reliability to improve overall customer satisfaction.

Leverage Customer Feedback and Analytics: Adopt solutions like the Confirmit Enterprise Feedback Management (EFM) system to collect valuable customer feedback and insights. Analyzing customer behavior and preferences can help ISPs optimize their offerings, proactively address customer concerns, and improve customer retention.

Italy

Overview of the Italian ISP Industry

As mentioned by Adrian, Ng. (Equity Analyst), & Kalaiselvam, N (industry analyst) Typically, the Italian telecommunications sector maintains a relatively stable competitive landscape due to high capital requirements and the industry's maturity. However, there are instances that disrupt this stability, as demonstrated by the entry of Iliad into the Italian market and ending up with significant shares in the ISP market in March of 2023 (refer to figure 2). This introduction sparked increased competition and led to more competitive pricing strategies being adopted by industry players.

According to the most recent findings, internet providers in Italy are dominated by Telecom Italia (TIM). The other major players in the market include fast web, and Vodafone. (Refer to Figure 1) for a visual of their market shares up to the year 2021. We can see that TIM has actually managed to increase their market shares from 2018-2021 while the majority of the other competitors are slowly losing market shares.

According to surveys collected by Statista as of 2023 those same companies remain the major players in the ISP industry:

Side note about the ISP Italian Market:  

In addition it is important to know that The Italian communications authority, Autorità per le Garanzie nelle Comunicazioni (AGCOM), has taken an important step in protecting the rights of consumers with disabilities. On October 14, 2021, AGCOM published Resolution No. 290/21/CONS, which expands the scope of benefits for electronic communication services and mobile network offers for users with disabilities. The most innovative aspect of the resolution is the extension of tariff benefits, previously only available to visually and hearing impaired users, to include users with severe walking limitations. This means that users with disabilities that affect their mobility will now be eligible for discounted rates on communication services.

AGCOM has broadened the range of mobile network offers eligible for benefits. All beneficiaries of the resolution can now choose from a selection of mobile network offers that provide web applications. Operators are required to identify an offer with data availability below a certain threshold (50 gigabytes), one with data availability above the threshold, and an unlimited data offer. Qualified users will receive these offers at 50% of the base price of the respective market offer. For users with severe walking limitations, there will be a trial phase of the measures lasting twelve months, with the possibility of extension. This trial aims to gather information about the effectiveness of the adopted measures and the new user group. New beneficiaries of these benefits can apply for enrollment within a 90-day period, from January 1 to April 1, 2022. Operators are obliged to make the benefits available within 180 days from the date of publication of the new resolution. The AGCOM commissioner, Elisa Giomi, emphasized the importance of technological advancements for people with disabilities in various social and economic areas. The regulatory adjustments aim to provide these consumers with the best possible economic conditions for accessing network services. Offering discounts on communication services not only addresses low-income needs but also serves as an incentive for using tools that promote social inclusion, independent living, and the removal of barriers for individuals with disabilities.(AGCOM, 2021).

Overview of Customers Needs and Expectations (Italy)

Customers around Italy and many of the European countries often switch brands in search of lower prices and better value for their money, as revealed by a McKinsey & Company survey in 2022. Amidst the COVID-19 pandemic, Italian customers have experienced a notable shift in their preferences. The Customer Experience Excellence Report of 2022 highlighted that trust has become a paramount factor in their engagement with brands. Given the uncertainties people face today, customers naturally gravitate towards businesses that prioritize individual well-being over mere profit.

Furthermore, Italian customers hold high expectations for customer service in the ISP industry. They value reliable and consistent internet connections as their daily activities heavily rely on uninterrupted access. Prompt and efficient support is crucial, with customers seeking quick resolutions to their inquiries and issues. Transparent communication, including clear pricing and contract details, empowers customers to make informed decisions. The preference for localized support in the Italian language helps customers feel more comfortable and understood. User-friendly online portals and self-service options are appreciated, enabling customers to independently manage their accounts. Personalized services that cater to individual needs are highly valued. Protecting data privacy and ensuring security are major concerns, and customers expect ISPs to prioritize the safeguarding of their personal information. Cultural sensitivity displayed by customer service representatives, including an understanding of Italian customs and traditions, contributes to positive customer experiences. Meeting these customer needs is critical for ISPs to get a competitive edge in the Italian market.

Overview of each ISP Company, its Customer Service Offerings and Quality

Tim Italy (The Leader in Market Share):

Among the leading ISPs in Italy, Telecom Italia Mobile, commonly known as TIM Italy, stands out for its commitment on its website to meeting the diverse needs of its subscribers. Through a range of comprehensive customer service offerings, TIM Italy strives to create a positive and satisfying experience for its customers. To better explore their customer service offerings we’ve made a list of services they offer below.

Technical Support:

TIM Italy provides comprehensive technical support to ensure a seamless customer experience. The first step involves using the digital assistant, Angie, to troubleshoot and resolve issues. If Angie's assistance does not resolve the problem, customers have the option to create a report for further support. Additionally, customers can seek assistance through various communication channels, including WhatsApp, email, and landline support. TIM also offers innovative options such as the TIM Community, MyTIM App, MyTIM Client Area on the web.

TIM Community: Customers can access the TIM Community platform, where they can seek help, share experiences, and exchange information related to TIM products and services.

MyTIM App: The user-friendly mobile app, MyTIM, empowers customers to manage offers, control consumption, handle TV packages, make payments, and access technical and commercial support through the digital assistant, Angie.

Web-based Customer Area: Customers can efficiently manage their TIM services, check consumption details, activate services, and recharge their SIM through the MyTIM Client Area on the web.

Service Installation and Setup:

In addition to what was mentioned above it is important to note that TIM Italy prioritizes personalized assistance during the setup process, ensuring new subscribers experience a smooth onboarding journey. This attention to detail establishes a strong foundation for a satisfying customer journey and puts out a good first impression which can make customers more tolerant towards TIM Italy incase of any mishaps.

Customer Feedback:

Customer feedback on Trustpilot reflects some areas of concern, with customers expressing widespread dissatisfaction with TIM's customer service and online portal. The average rating of 1.2 stars out of 5 from 6,800 reviews indicates areas for improvement. Reported issues include poorly trained staff, long wait times to reach representatives, unresolved problems, and erroneous charges even after cancellations have been processed (Trustpilot TelecomItalia, 2023). 

Addressing these mishaps and challenges is vital for TIM Italy to enhance its customer service quality and retain its market leadership in the ISP industry. By improving staff training, reducing wait times, ensuring accurate billing, and enhancing online support platforms, TIM can rebuild customer trust, improve customer retention, and attract new subscribers in the highly competitive ISP market in Italy. Additionally, providing multilingual support and being proactive in communication can go a long way in meeting the diverse needs and expectations of their customer base.

Fastweb Italy:

FastWeb claims to provide exceptional quality in the wide range of customer service options tailored to meet the needs of their ISP users. Their website is quite user-friendly and it ensures seamless navigation, allowing customers to effortlessly explore their accounts and the services they require. Some of the services they offer include: 

WhatsApp Assistance:

Customers can contact Fastweb's customer service through WhatsApp 

The initial response is provided by their Digital Assistant, and if required, customers can also get in touch with a live operator.

Self-Service Support online:

Customers can resolve their queries independently by following the self-help paths in the Fastweb Support.

Request a Call Back:

If customers couldn't find a solution on their own, they can choose to be contacted by a Fastweb representative.

Customers can opt for Fastweb to call them back as soon as possible or schedule a phone appointment.

Telephone Support:

Customers can directly call Fastweb at different numbers depending on their customer category:

Family customers can call a number specialized for them from Monday to Sunday.

Small enterprises (2-8 lines) can call a specialized number from Monday to Friday.

Medium and Large Corporations are advised to request contact from one of Fastweb's experts.

Fastweb Customer Area on Website:

Customers can access the "Assistenza" (Assistance) section in the MyFastweb customer area on the website.

They can find solutions to their issues or request a callback from Fastweb if needed.

WhatsApp for Small Enterprises:

Small enterprise customers can also receive assistance via WhatsApp at the number.

WhatsApp for No Longer Customers:

Customers who are no longer with Fastweb but still need assistance can contact them via WhatsApp at a special number.

Phone Support for International Customers:

Customers from abroad can call Fastweb at a specialized number anyday day for assistance.

MyFastWeb App:

The MyFastWeb App enhances convenience for customers by providing easy access to their account and services.

The app includes a widget that offers a quick overview of consumption details directly on the device's home screen.

The Internet Box NeXXt feature enables users to remotely manage their internet connection, adding more convenience.

Opzione Plus:

Opzione Plus is a new value-added option for landline customers, combining the Assistance Plus customer service with the FastwebUp Plus premium rewards program(TelecomPaper,1/4/2023).

It offers "one-click" customer care and free technical interventions for any issues, even those unrelated to Fastweb(TelecomPaper,1/4/2023).

Subscribers also gain access to the FastwebUp Plus rewards program, which offers various perks each month, such as movie rentals, cinema tickets, website subscriptions, and online gym access.(TelecomPaper,1/4/2023).

NeXXt Internet box:

Voice Commands and Alexa Integration: NeXXt incorporates Amazon's voice assistant, Alexa, which is based on cloud and artificial intelligence. Users can perform a wide range of activities using simple voice commands, such as making calls, receiving messages, playing music, setting reminders, and controlling connected smart devices in the home.

High-Performance Internet: NeXXt allows users to take full advantage of Fastweb's FTTH (Fiber-to-the-Home) fiber optic network, which offers blazing fast internet speeds of up to 2.5 Gbps in download and 300 Mbps in upload. This ensures a smooth and high-speed browsing experience.

Wi-Fi 6 Technology: The internet box is equipped with cutting-edge Wi-Fi 6 technology, which allows the simultaneous connection of up to 128 devices. Wi-Fi 6 provides faster connection speeds and improved performance compared to previous Wi-Fi standards.

Fastweb Boosters: NeXXt can be complemented by Fastweb Boosters, which are powerful Wi-Fi signal repeaters with integrated smart speakers. These boosters ensure stable and continuous internet connectivity throughout the entire home and also enable interaction with Alexa from any corner of the house.

Personalized Browsing Experience: NeXXt allows for a personalized browsing experience by proactively optimizing the home ultra-broadband connection based on different usage habits. Users can create different profiles for each family member or device, enabling features such as "working from home" mode or "school" mode for studying hours.

Sustainability: The inclusion of Wi-Fi 6 in NeXXt ensures better security standards and reduces energy consumption thanks to its smart system, which activates Wi-Fi chips in connected devices only when necessary.

Automatic Customer Service Contact: In case of dips in the internet connection's performance, NeXXt will automatically contact Fastweb's customer service to request restoration, saving customers from having to call customer care themselves.

Inclusive Digitalization: Fastweb designed NeXXt to be inclusive, making technology more accessible to everyone. The voice control option with Alexa makes it easy for users to manage the technology with simplicity and immediacy.

FastWeb's commitment to customer satisfaction is evident through their well-organized approach and technological advancements. They have categorized services into distinct sections, addressing the unique requirements of small businesses, families, homes, and medium/large corporations. This ensures efficient issue resolution, minimized hold times, and specialized assistance from representatives trained in specific areas. By optimizing their resources, FastWeb delivers a high-quality service experience. FastWeb Italy's customer service offerings have earned them praise, underscoring their dedication to providing a superior experience for their valued clientele.

Customers Feedback:

Since customer service can be very subjective we decided to dive deeper into Fastweb's customer services and assess what their customers appreciate and what areas could be improved. Analyzing a significant sample of 7,000 Trustpilot reviews, we found that many customers praised Fastweb for their excellent service and well-trained staff. However, it's worth noting that there were also negative reviews, indicating areas where Fastweb could enhance their customer service experience. Interestingly, we observed a shift in the trend of reviews around 2022. Positive comments started to outnumber the negative ones, and this positive trend has continued into 2023(could be their collaboration with Qualcomm, their acquisition of Azatec consulting, or Cutaway, a prominent services company). This suggests that Fastweb made substantial improvements in their customer service, resulting in an overall positive impact on customer satisfaction. With an average rating of 3.7 out of 5 from the collected reviews, Fastweb's performance is noteworthy, particularly when compared to other major players in the market. This achievement can be attributed to their tailored channels that cater to different customer needs, their well-trained staff, and their user-friendly app, which offers ease of operation, seamless navigation, and customization options. Fastweb's focus on these aspects has effectively built a positive reputation for their brand, solidifying their position in the market. Fastweb continues its remarkable growth trajectory, celebrating an impressive 38th consecutive quarter of expansion. The company demonstrates promising results across various key metrics, including a growing customer base, increased revenues, and improved margins.

Extra Information for Fastweb:

In addition to their customer service they also made significant announcements regarding their latest business moves which could be one of the reasons customer ratings of them improved as briefly mentioned above. They have successfully acquired the cloud-based business unit of Azatec Consulting, a well-established company based in Milan. This strategic acquisition is aimed at bolstering Fastweb's position in the rapidly expanding cloud services market, catering to businesses and public administrations alike. This move has now brought around 20 specialists in the multi-platform field into Fastweb's fold. With this infusion of talent, Fastweb is now equipped to offer their corporate and public administration customers an even broader range of dedicated turnkey and fully integrated services. The acquisition of Azatec Consulting's cloud-based business unit is just one of Fastweb's strategic maneuvers to solidify their standing in the highly competitive Italian enterprise market. In 2020, they also made noteworthy acquisitions, taking over Cutaway, a prominent ICT services company in Milan, and securing a majority stake in 7Layers, a leading cybersecurity specialist based in Florence. As a result of these calculated moves, Fastweb now commands a significant share of the Italian enterprise market, amounting to over a third (34.5%) of the revenues in the sector. Through this recent acquisition, Fastweb has positioned itself as a major player in the cloud services sector. Their aim is to deliver innovative and integrated solutions to businesses and public administrations, pushing the boundaries of possibilities in Italy's dynamic ICT market. With their growth trajectory on the rise, it's evident that Fastweb is committed to providing top-notch services to their customers (Telecompaper, 1/13/2023).

Vodafone Italy:

Vodafone Italy offers a range of customer service options to assist their customers. Their dedicated team is available through various channels, including phone support, online chat, through their app and through in-store assistance. They aim to provide prompt and knowledgeable support to address customer inquiries and issues effectively. Their customer service covers billing and account management, technical support, service plan assistance, order, installation assistant and delivery support, and help with additional services. They also provide online self-service tools on their website for convenient account management. In addition their app is what they recommend using for most of their customers.  Their app can do things such as Payments and Cost Control, Recharge Options, Active Offers, Internet Traffic, Network Coverage, Fixed Line Diagnostics, Line Activation Status and Move, Find Nearest Vodafone Store and Roaming information. We’ve listed the different channels of assistance they offer their customers down below to paint a complete picture:

Customer Service Hotline: Vodafone Italy provided a customer service phone number that customers could call for assistance with their mobile or fixed-line services, billing inquiries, technical support, and other related issues.

Live Chat: The company offered a live chat feature on their website or mobile app, allowing customers to chat with a live customer service representative in real-time to get help or ask questions.

Vodafone App and Website: Customers could access self-service options through Vodafone Italy's mobile app or website. These options include managing account details, checking usage, paying bills, and accessing FAQs and support articles.

Email Support: Customers could also contact Vodafone Italy's customer service team through email for non-urgent inquiries or issues.

Vodafone Stores: Vodafone Italy had physical stores across the country where customers could visit in person to discuss their service-related concerns or get assistance.

MyVodafone Community: Vodafone Italy had an online community platform where customers could interact with other users, exchange tips, and seek help from experienced community members.

Virtual Assistant (Chatbot): Some customer service interactions might have been handled by a virtual assistant or chatbot, especially for common and straightforward queries.

Customer Feedback

 Based on our research we found out that Vodafone Italy strives to deliver a helpful and customer-centric experience. However, based on most customer reviews Vodafone has bad customer service quality averaging 1.2 stars out of 5 from a total 6,324 customers. Most of the reviews were negative and they mainly had the same theme complaining about unreliable internet connection, long wait times when they call customer service, unhelpful customer service, incorrect billing, and difficulties in canceling contracts. There were also complaints about deceptive sales tactics, lack of response from customer service, and difficulties in reaching a real person for assistance. 

Recommendations

For the Italian market it's crucial to understand the dynamics of the Italian ISP industry and the unique needs and expectations of Italian customers. Italy's telecommunications sector is relatively stable, but there have been instances of disruption, such as Iliad's entry into the market, leading to increased competition and more competitive pricing strategies among industry players. Telecom Italia (TIM) currently dominates the ISP market, followed by Fastweb and Vodafone.

To successfully thrive in the Italian market, I recommend the following strategies:

Focus on Customer Trust and Well-being:

Italian customers highly value trust and well-being when engaging with brands, especially in light of the uncertainties brought on by the COVID-19 pandemic. Emphasize your commitment to individual well-being over mere profit, and build trust by providing transparent communication, clear pricing, and reliable services. Consider offering personalized services to cater to individual needs, and prioritize data privacy and security to address major customer concerns.

Provide Excellent Customer Service:

Italian customers have high expectations for customer service in the ISP industry. Prompt and efficient support is crucial, with customers seeking quick resolutions to their inquiries and issues. Offer localized support in the Italian language to make customers feel more comfortable and understood. Learn from the experiences of existing ISPs in Italy and ensure your customer service channels are easily accessible and responsive, including live chat, phone support, and email assistance.

Leverage Technological Advancements for Inclusivity:

Take advantage of the regulatory adjustments made by the Italian communications authority, AGCOM, which extend tariff benefits to users with disabilities affecting mobility. Consider offering discounted rates on communication services for such users and ensure that your services are accessible and inclusive for all customers.

Tailor Service Offerings to Different Customer Segments:

Follow the example of Fastweb, which has categorized its services to address the unique requirements of small businesses, families, homes, and medium/large corporations. By offering specialized assistance to each segment, you can efficiently resolve issues and meet the diverse needs of your customer base.

Prioritize Network Reliability and Performance:

In a market dominated by TIM, Fastweb, and Vodafone, network reliability and performance will be key differentiators. Invest in robust infrastructure to provide customers with uninterrupted and high-speed internet connections. Conduct thorough testing and optimization to ensure that your services meet or exceed customer expectations.

Learn from Customer Feedback and Continuously Improve:

Pay close attention to customer feedback and reviews to identify areas for improvement. Address any recurring issues promptly and make the necessary changes to enhance customer satisfaction. By continuously improving your services based on customer feedback, you can foster stronger relationships and loyalty among Italian customers.

Be Proactive in the Market:

To establish a strong presence in the Italian ISP market, consider making strategic moves like Fastweb did with its acquisitions of Azatec Consulting, Cutaway, and 7Layers. These moves have enabled Fastweb to expand its services and solidify its position in the market. Look for opportunities to collaborate with local partners and invest in technologies that align with the evolving needs of Italian consumers.

Entering the Italian ISP market requires careful planning, understanding of customer needs, and a commitment to delivering high-quality services.

Germany

Overview of German ISP industry

The German ISP (Internet Service Provider) industry is a dynamic and competitive sector that plays a crucial role in providing internet connectivity and related services to businesses and consumers across the country. It also has many different ISPs, including large national providers, regional operators, and smaller local companies. 

Some key aspects and trends in the German ISP industry: 

Market Players: The German ISP market is dominated by several major players, including Deutsche Telekom, Vodafone, and 1&1 Drillisch. These companies have a significant market share and offer a wide range of services, including broadband internet, mobile connectivity, and bundled packages that include TV and telephone services. (look at the figures by, kunst and Davies provided below, they were published by Statista).

Broadband Infrastructure: Germany has been working on expanding its broadband infrastructure, particularly in rural areas, to ensure widespread access to high-speed internet. The deployment of fiber-optic networks (FTTH/FTTB) is a priority, although the rollout has faced challenges due to the country's geographic and regulatory complexities.

 Competition and Pricing: The German ISP market is highly competitive, with providers offering various pricing plans and packages to attract customers. Consumers have multiple options to choose from, which has led to competitive pricing and bundled services, such as internet, TV, and phone packages, to appeal to a broader customer base.

Customer Service and Quality: Customer service and quality are essential factors for ISPs to differentiate themselves in the market. Providers strive to offer reliable and stable internet connections, responsive customer support, and user-friendly interfaces for managing accounts and services. However, there may be variations in customer satisfaction levels among different ISPs. 

 Regulatory Environment: The German ISP industry is subject to regulations and oversight to ensure fair competition and protect consumer interests. Regulatory authorities, such as the Federal Network Agency (Bundesnetzagentur), monitor market developments, license providers, and enforce rules related to net neutrality, data protection, and consumer rights.

 Technological Advancements: The industry is witnessing advancements in technology, such as the transition to higher internet speeds, the adoption of IPv6 which is considered the newest protocol, and the introduction of 5G networks for mobile connectivity. These technological developments shape the future of the German ISP industry and enable the provision of innovative services and enhanced user experiences. 

In conclusion, the German ISP industry is a vibrant and competitive landscape, with major providers leading the market and a focus on expanding broadband infrastructure and delivering quality services. As technology continues to evolve, the industry will continue to adapt to meet the growing demands of businesses and consumers for fast and reliable internet connectivity.

Overview of Customer Needs and Expectations (germany)

According to the "Global Consumer Pulse Research" published by Accenture, German customers are often considered the most complicated in the world for various reasons. Here are some key insights from the research:

High Expectations and Easy to Frustrate: German customers have high expectations when it comes to business transactions. They expect fast and efficient services, competent advice, quick problem-solving, and competitive prices across all channels. However, they are also easy to upset, and customer frustration levels in Germany are on the rise. Many dissatisfied customers complained about false promises, unmet data protection expectations, and encounters with unqualified employees.

 Fierce Competition: The competition for German consumers is intense, leading to a market where customers are spoiled for choices. Germans are known for being price-sensitive, which has contributed to the dominance of discount supermarkets. However, this fierce competition has also led to a decline in customer loyalty as digitization provides dissatisfied customers with easy access to alternatives, making them difficult to win back once they switch to a competitor.

 Preference for Human Interaction: Despite the digitized world we live in, German customers prefer dealing with human beings for customer service and advice. A significant majority (74%) favors human interaction over digital channels when solving customer service issues, and an even higher percentage (78%) prefers human interaction for seeking advice.

In addition to the customers needs and expectations there are a few challenges that persist, hindering the full growth of Customer service in Germany:

Bureaucracy: Germany's reputation for excessive bureaucracy can impede business agility and responsiveness to customer needs. This may result in slower decision-making processes and difficulties in implementing customer-focused initiatives.

Language barriers: While many Germans are proficient in English, language barriers can still present communication challenges between businesses and customers.

Competition: The German market is highly competitive, leading some businesses to prioritize price competition or premium services rather than investing significantly in CX. Nevertheless, as CX understanding in Germany matures, new opportunities are emerging, which require acknowledgment.

Regulatory environment: Strict data privacy regulations can make it more difficult for businesses to collect and use customer data to make informed decisions and create personalized experiences. 

Despite these obstacles, the growing recognition of the importance of customer experience and the efforts of various companies and professionals are propelling the advancement of customer service in Germany. By prioritizing simplicity, effective communication, and compliance with regulations, the customer experience in Germany is poised to continue evolving in the foreseeable future(Gulko, 2023). Even Though the customers are considered the most complicated, the good news is that there is room for improvement in delivering customer services in Germany. Understanding the unique preferences and demands of German customers can be a significant opportunity for companies to succeed and gain a competitive edge in this complex and challenging market (Koch, A. 2023).  Furthermore, In Germany, the state of customer experience (CX) is still in its early stages, but it is steadily improving. The prevailing business culture in the country places a strong emphasis on efficiency, precision, and practicality, historically prioritizing the efficient delivery of products and services over establishing personalized and emotional connections with customers (Gulko, 2023). Despite its nascent state, CX in Germany is advancing due to the initiatives taken by major companies such as Software AG, SAP, BMW, and others. The entire DACH region (Germany, Austria, and Switzerland) also boasts a vibrant and evolving community of CX professionals and global organizations that are actively working to develop more sophisticated and customer-centric experiences (Gulko, 2023)

Overview of each ISP Company, its Customer Service Offerings and Quality

Deutsche Telekom(owns 50.2% of T-mobile US):

Company overview and Customer service offerings

According to a report published by Deutsche Telekom's on customer service operations, the company made significant changes to adapt to the digital era. They understood the importance of embracing new technologies and being more flexible in their approach to deliver excellent customer service (Wadlow, 2017). 

Deutsche Telekom moved away from traditional call centers and implemented multichannel contact centers, allowing customers to reach out for support through various channels such as phone, email, web chat, text, and social media . This shift was driven by customer preferences, especially younger generations, who expected 24/7 access to services and spent a significant amount of money online (Wadlow, 2017). The company took a step-by-step approach, starting with small pilots and trials to test new digital services. Feedback was gathered to ensure the effectiveness of these services before gradually expanding them (Wadlow, 2017). For instance, their web chat feature began on a small scale and later expanded due to its success (Wadlow, 2017).

Deutsche Telekom's efforts have yielded tangible results, with their customer service websites now receiving millions of visits each month and an improved ability to resolve customer issues. Online customer satisfaction has also increased significantly, surpassing the satisfaction levels of phone calls. Moreover, the digital initiatives have proven to be cost-effective, with the company expecting significant cost reductions over a five-year period (Wadlow, 2017).

Furthermore, the company aims to offer customers a choice between digital self-service options and personal assistance through phone calls. They prioritize providing high-quality services through both avenues and ensure that customers can easily find contact information when needed. Deutsche Telekom has introduced new digital services, such as the revamped Magenta App, which has been well-received by customers. They have also encouraged community collaboration, allowing customers to connect with each other on a digital platform for support and discussions. Customer service agents play an active role in educating customers about digital solutions, leading to increased customer satisfaction and more usage of self-service options (Wadlow, 2017).

The company has incorporated robotics and artificial intelligence into their customer service operations. Automation of internal processes has resulted in cost savings and greater efficiency. Additionally, they have implemented a chatbot that engages in dialogues with customers, offering quick and clear solutions to their problems. However, Deutsche Telekom recognizes that AI technology cannot entirely replace human agents, and they believe in finding the right balance between technology and human interaction (Wadlow, 2017).

In summary, Deutsche Telekom's commitment to providing exceptional customer service in the digital age involves leveraging technology, adopting an agile approach, and offering a range of service options to customers (Wadlow, 2017).

Customer Feedback

Quality of customer service does not seem up to par according to the reviews left by customers on Trustpilot. Their average rating on TrustPilot by their customers is 1.5 stars out of 5. The research shows that customers have expressed frustration with routine interruptions in service, high pricing, outdated technology (such as still relying on DSL in 2023), and poor customer support. Some customers have faced issues with unexpected charges, misleading information, and difficulties in canceling contracts.There are complaints about the lack of transparency in billing, inadequate communication, and unresponsiveness from customer service representatives. Some customers have also mentioned encountering rude or unhelpful behavior from the company's employees. Additionally, concerns have been raised about the company's handling of personal data and privacy(Trustpilot, 2023). While there are a few positive reviews praising the stability and reliability of Telekom's services, they seem to be outweighed by the negative experiences shared by other customers. It's important to note that these reviews represent the opinions and experiences of individual customers and may not reflect the overall quality of service provided by Deutsche Telekom. 

Vodafone Germany: 

Company overview:

According to a study written by the editor and writer Joanne Taaffe, Vodafone Germany has been working to improve the customer experience through unified business support systems. The company offers a range of converged multimedia services over fixed and mobile networks, resulting from key acquisitions over the years, including cable TV networks. This allowed Vodafone to provide both fixed and mobile connectivity and amass a significant customer base, with over 31 million mobile, 11 million broadband, and 13 million TV customers.

However, managing several legacy business support systems (BSS) while driving customer experience improvements posed challenges for Vodafone Germany. In 2019, the company's IT teams initiated a transformation project to optimize retail, telesales, and online customer channels. The goal was to simplify customers' choices regarding a variety of converged services. The move towards bundling services gained momentum during this period. To address the complexities and deliver a seamless experience for customers, Vodafone Germany collaborated with Tech Mahindra to create a flexible, agile, cloud-native BSS called One Sales Foundation, based on Comviva's BlueMarble BSS. 

The company focused on modernizing assisted sales channels, which included telesales, retail, and partner shops. They aimed to provide a consistent touch and feel for customers across physical and digital channels. While digital interactions were becoming more common, physical shops remained important for customer inquiries, problem resolution, and trying out new devices. To achieve automated fulfillment across merged channels, Vodafone Germany worked on integrating its digital channels to create a coherent system. They connected all digital channels to the same basket, ensuring a seamless experience for customers regardless of their starting point or journey.

Vodafone Germany also aimed to give customer and sales advisors a 360-degree view of customers from both household and individual subscription perspectives. By combining customer data in real time, they could offer personalized benefits to customers using multiple services or exhibiting long-term loyalty.

While the technology side of the digital transformation was deemed easy, challenges arose in helping employees adopt new technology and processes and change their selling behaviors from the past. Despite these challenges, employees adapted to the new tools, supporting the sales of more sophisticated products and services. As a result of the transformation, Vodafone Germany witnessed an improvement in customer satisfaction, measured by its net promoter score. They also observed a shift towards more online interactions, with a significant portion of customers now using online systems first.

Standardization and cloud-native software deployment played crucial roles in facilitating swift deployment of new solutions by Vodafone Germany's IT teams. They utilized TM Forum's Open Digital Architecture (ODA) and out-of-the-box TM Forum Open APIs to achieve this. The company emphasized future readiness in an evolving ecosystem and aimed to share successful tools and approaches with other national operators within the Vodafone Group. Overall, Vodafone Germany's efforts in streamlining customer journeys and enhancing customer experience have shown positive results, leading to improved satisfaction and a more unified approach to delivering converged B2C services(Taaffe, 2023).

Customer Service Offerings:

Vodafone Germany has their customers covered when it comes to customer service. They offer a range of services to ensure their customers have a seamless and satisfying experience. They usually prioritize digital assistance to their customers. So pretty much anything that is a basic task in managing an account can be requested to be done through the digital assistant TOBI. TOBI can assist customers with things such as changing bank details, upload documents, cancel or extend your contract and if TOBI cannot assist the customers they will be transferred to talk with an employee. Here are some of the ways they support their customers aside from TOBI:

Customer Support Hotline: If a customer needs assistance they can Just give their dedicated customer support hotline a call. Whether they have questions, technical issues, or concerns about their services, their support team is available 24/7 to help you out.

Online Self-Service Portal: Vodafone Germany provides an online self-service portal where you can take control of your account. From managing your account details and paying bills to checking your usage and updating personal information, this portal gives you the convenience and flexibility to handle various tasks at your own pace.

Live Chat Support: Vodafone Germany offers live chat support on their website. Customers can engage in real-time conversations with their customer service representatives, getting the help they need without having to make a phone call.

Social Media Support: customers can stay connected with Vodafone Germany through their active social media channels. Whether it's Facebook or Twitter, they can reach out to them for support. Their dedicated support teams are there to respond to your queries and provide assistance.

Email Support: If customers prefer to communicate via email, Vodafone Germany's customer service team is just an email away. They can simply send them an email explaining their concerns or questions, and they'll provide personalized support and guidance tailored to the customers needs.

Vodafone Community: customer can join the Vodafone Germany online community, where they can connect with each other, share experiences, and find answers to common questions. It's a valuable resource for troubleshooting, discovering new features, and engaging with fellow Vodafone users.

 With these customer service offerings, Vodafone Germany strives to ensure that their customers receive the support and assistance needed whenever they need it. They're committed to delivering a smooth and satisfactory customer experience. 

Customer Feedback

According to the reviews and experiences shared by customers on Trustpilot, it appears that there is significant dissatisfaction with Vodafone Germany's internet service and customer support. They averaged 1.2 stars out of 5 from a total of 18,923 customers. Some common complaints include:

1.     Poor Customer Service: Many customers have reported difficulties in reaching customer support, long waiting times, and unhelpful representatives who seem to push customers from one department to another without resolving their issues.

2.     Inconsistent Internet Service: Several customers have expressed frustration with the internet service provided by Vodafone Germany, citing issues with internet speed, disconnections, and poor network coverage.

3.     Billing Problems: Some customers have complained about overcharging, hidden fees, and difficulties in canceling subscriptions or returning equipment.

4.     Language Barriers: Non-German-speaking customers have faced challenges in getting adequate support, as Vodafone Germany's customer service is perceived to be limited for international customers.

5.     Unreliable Hardware: Complaints have been made about the quality of the provided routers and equipment, with customers experiencing frequent disconnections and hardware-related issues.

6.     Price Increases: Some customers have mentioned that Vodafone Germany has increased prices after promising stable and fixed tariffs.

Keep in mind that customer experiences can vary, and some individuals may have had positive experiences with Vodafone Germany. However, the collection of negative reviews does indicate a pattern of recurring issues related to customer service and internet service quality. If you are considering Vodafone Germany for an internet contract, it might be wise to research other providers and read more recent customer reviews to make an informed decision.    

Recommendations

To successfully enter and thrive in the German ISP market, it's crucial for Viasat to understand the distinct characteristics of the industry and the expectations of German customers. Here are some key recommendations for a smooth expansion:

First and foremost, adopt a customer-centric approach that resonates with the high standards and preferences of German customers. Prioritize delivering fast and efficient services, offering competent advice, and resolving issues promptly. Stay attentive to customer feedback and continuously improve the overall customer experience.

Follow the lead of major German ISPs like Deutsche Telekom and Vodafone Germany by embracing digital transformation. Offer multiple contact channels, including web chat support and online self-service portals, catering to customers' digital preferences and providing 24/7 accessibility to services.

Investing in reliable internet infrastructure is vital, especially in rural areas, to ensure widespread access to high-speed internet. Consider deploying Fixed wireless or fiber optic, according to research Fixed wireless might be a better approach to supplying high speed internet due to its improved quality and lower costs compared to fiber-optic networks.

Be prepared for fierce competition in the German ISP market. Offer competitive pricing plans and consider providing bundled packages that include internet, TV, and phone services to attract a broader customer base.

Familiarize yourself with German regulatory requirements, particularly those related to net neutrality, data protection, and consumer rights. Strive to strictly comply with these regulations to build trust and credibility with German customers. Respect German cultural norms and preferences in customer service. While digital options are essential, prioritize human interaction for customer support and advice. Ensure that digital self-service options are available for customers who prefer them.

Since you are serving a diverse customer base, consider providing language support for non-German-speaking customers in Germany. Overcoming language barriers will help cater to international customers effectively.

Maintain transparent billing practices to avoid customer complaints about hidden fees or unexpected charges. Clearly communicate pricing details and any changes in tariffs to foster trust with customers. Stay attentive to customer feedback and reviews, especially on platforms like Trustpilot. Address any recurring issues promptly and utilize customer feedback to continuously improve services and offerings.

Lastly, Consider forming partnerships or collaborations with local German companies to gain market insights and navigate regulatory complexities. Local expertise will be invaluable in understanding customer needs and preferences.

France

Overview of French ISP industry

The market in France was characterized by a competitive landscape with multiple players offering a variety of internet services. Here is an overview of the key aspects of the ISP market in France:

 Major ISPs: France has several major ISPs that dominate the market. Some of the prominent ISPs include:

Orange (formerly France Telecom): One of the largest and oldest ISPs in France, offering a wide range of services, including DSL, fiber optic, and mobile internet.

Free (part of the Iliad Group): Known for its disruptive pricing strategies, Free is a major player in the market, providing internet and other telecom services.

SFR after they merged with Numericable (owned by Altice France): Offers a range of internet services, including DSL, fiber, and mobile, and is a key competitor in the market.

According to Statista the ISPs Market Share in France in shown in the figure below (2019)

Internet Access and Connectivity: The French ISP industry provides internet access and connectivity services to individuals and businesses across the country. Various ISPs offer different types of internet connections, including Fiber-to-the-Home (FTTH), Digital Subscriber Line (DSL), cable, and mobile data services (4G and 5G).

Broadband Penetration: France has a relatively high broadband penetration rate, with a large portion of the population having access to high-speed internet connections. The government has been investing in improving broadband infrastructure, particularly in rural and underserved areas.

Bundled Services: Many ISPs in France offer bundled services that combine internet, telephone, and television services. These bundled offerings are designed to attract customers with integrated packages at competitive prices.

Regulatory Environment: The French regulatory environment for ISPs is overseen by the Autorité de Régulation des Communications Électroniques et des Postes (ARCEP). The regulatory body ensures fair competition and oversees the telecom sector.

Competition and Pricing: The ISP market in France is competitive, which has led to competitive pricing and service offerings. Consumers have the flexibility to choose from a variety of plans and packages, depending on their needs and budgets.

Internet Speeds: With the deployment of fiber optic infrastructure and continuous advancements in broadband technologies, many urban areas in France offer high-speed internet connections, enabling consumers to access data-intensive applications and services.

Achieving Digital Sustainability: The French government, along with regulatory bodies like Arcep, is focused on achieving digital sustainability. This involves ensuring superfast internet access for everyone and addressing the digital divide. Additionally, the industry is working towards digital inclusion, ensuring that all individuals can use digital tools effectively. Furthermore, there is an emphasis on tackling the environmental impact of the increasing use of digital technology.(de la Raudiere, 2022)

Gatekeeper Regulation: Arcep has been concerned about the dominance of Big Tech companies as gatekeepers of the internet, determining content availability and user access conditions. Efforts are being made to regulate these platforms to ensure fair competition and protect user interests.(de la Raudiere, 2022)

Quality of Internet Service:Arcep has been actively monitoring and reporting on the quality of internet service in France. It has developed the "Access ID card" API that will be implemented in customer boxes to help characterize the user environment during internet speed tests. This initiative aims to provide more accurate and transparent information to users about their internet quality of service.(de la Raudiere, 2022)

IPv6 Adoption:The industry is working on accelerating the transition to IPv6 to improve connectivity, future-proof digital markets, and empower end users.(de la Raudiere, 2022)

Overview of the Customer Needs and Expectations in France

In the fiercely competitive French market, internet service providers (ISPs) are facing increasingly demanding customers who seek more than just basic internet services. To succeed in this dynamic landscape, ISPs must step up their game by gaining a deeper understanding of their customers' needs and delivering personalized experiences while maintaining transparency in their operations.

Furthermore the comprehensive "Customer Experience Excellence report 2021" by KPMG mentioned, companies that invest in recognizing and catering to their customers' unique preferences, leverage cutting-edge technologies like AI, and implement micro-segmentation strategies have demonstrated success in winning customer loyalty in France.

They also mentioned that in france the needs and expectations of consumers can be summarized as follows:

Exceptional Customer Experience: Consumers in France expect brands to provide exceptional customer experiences across both physical and digital channels. They value personalized and seamless interactions with companies.

Digital Integration: As brands invest in digital innovation, customers expect smooth integration between online and offline experiences. They want to be able to switch between channels effortlessly and have access to the same level of service and information regardless of the platform.

Innovative and Immersive Offerings: Consumers appreciate brands that offer innovative and immersive experiences. Whether it's through interactive websites, visitor experience apps, or immersive hotels, they seek unique and memorable encounters with the brand.

Fast and Efficient Service: With the focus on balancing automation and human interaction, customers expect brands to deliver fast and efficient service. Reducing wait times, providing quick responses to queries, and resolving issues promptly are important factors for customer satisfaction.

Business Responsibility and Sustainability: Consumers are increasingly conscious of a brand's commitment to social and environmental responsibility. They expect companies to demonstrate ethical practices, such as eco-certified products and initiatives to reduce environmental impact.

Customer Listening and Adaptability: Customers appreciate brands that actively listen to their feedback and make necessary improvements based on their preferences. A willingness to adapt and cater to customer needs is highly valued.

Customer Loyalty and Rewards: Given the emphasis on customer experience driving brand loyalty, consumers expect brands to provide loyalty programs and rewards to incentivize repeat purchases and continued engagement.

Transparency and Integrity: Customers look for transparency in business practices, especially in sectors like insurance. Brands that prioritize integrity and maintain a strong ethical reputation are likely to gain trust and loyalty.

Differentiated Offerings: As new brands disrupt traditional leaders, consumers are open to trying new options. Brands need to differentiate themselves and offer unique value propositions to capture consumer interest. 

To truly excel in France the ISP industry, companies must harness the power of customer data analysis. Understanding customer preferences and challenges through deep insights allows ISPs to tailor their services effectively and provide a seamless internet experience, positioning themselves for success in the ever-evolving French market. 

In conclusion, ISPs in France must focus on understanding and catering to their customers' unique needs while delivering personalized experiences and maintaining transparency. By embracing customer-centric strategies and leveraging technology, ISPs can thrive in the competitive market and build lasting customer loyalty [KPMG, 2021].

Overview of each ISP Company, its Customer Service Offerings and Quality

Orange (formerly France Telecom)

Company Overview:

Orange, previously known as France Telecom, has a longstanding history as a state-owned telecommunications company dating back to its establishment in 1889. However, in 1998, the company underwent privatization, transitioning from state ownership to private ownership. After privatization, the company's management implemented a cost-cutting initiative, which later faced scrutiny as it was described as a form of "moral harassment" towards its employees. As a result of this initiative, around 22,000 staff members left the company, either voluntarily or through layoffs, and tragically, more than 60 employees took their own lives (CorpWatch, 2020).  In 2019, the former CEO of Orange, Didier Lombard, faced legal consequences and was found guilty for his involvement in creating a harmful work environment. He received a prison sentence, and the company was ordered to pay €3.5 million in compensation to the affected employees and their families (CorpWatch, 2020).

Apart from labor-related issues, Orange also encountered significant fines for its market practices. In 2015, the company was fined €350 million for exploiting its dominant position in the French market to obstruct business clients from switching to competitors' phone services. Additionally, in 2011, Orange received a €27.6 million fine for hindering market competition in regions such as Réunion and other French overseas territories (CorpWatch, 2020).

Aside from the points mentioned about Orange and OneWeb have signed a distribution agreement to enhance and expand global connectivity services. This partnership aims to improve overall connectivity, especially in rural and remote areas across Europe, Latin America, and Africa. OneWeb's low Earth orbit (LEO) satellite technology will complement Orange's existing market-leading backhauling capabilities in hard-to-reach regions like Africa. The integration of OneWeb's LEO technology will enhance Orange Business's offering with high broadband, resilient, and low-latency solutions, benefiting enterprises of all sizes (Orange Newsroom, 2023). Through this collaboration, Orange will offer enriched connectivity to enterprise customers and telco operators in various regions, providing an enhanced end-user service experience and enabling new applications and OTT services. The partnership will also increase resiliency and geographical reach for enterprise solutions and backhauling in remote locations. By leveraging OneWeb's technology, Orange aims to bridge digital divides and ensure efficient, high-quality, and reliable broadband internet access globally (Orange Newsroom, 2023). Neil Masterson, CEO of OneWeb, expressed excitement about the partnership, emphasizing its potential to improve connectivity and bridge digital divides. Jean-Louis Le Roux, Executive VP of Orange International Networks Infrastructures & Services, sees satellite technology as a promising and complementary solution that will benefit populations in underserved parts of the world, particularly in Africa and the Middle East (Orange Newsroom, 2023). Anne-Marie Thiollet, Deputy Executive VP of Orange Business, highlighted that the collaboration will enable their diverse customer base, ranging from multinationals to governments and NGOs, to access OneWeb's pioneering satellite network. The low latency solution will complement Orange Business's existing portfolio, ensuring reliable connections to applications anytime and anywhere, meeting their customers' business requirements (Orange Newsroom, 2023).       

Customer Service Offerings:

Orange offers a variety of customer service options to assist their customers. These options include:

Chatbot (Djingo): Customers can find solutions to their problems online using the chatbot. The Djingo chatbot provides immediate responses 24/7 and can also connect customers to an advisor when needed.

Emergency Actions: Orange aids with mobile-related emergencies such as getting a PUK code, reporting a lost or stolen mobile, or handling a broken mobile.

Help by Theme: Customers can seek help based on specific themes, such as mobile-related issues, Livebox/internet problems, TV troubleshooting, invoice inquiries, managing the client area, and assistance with connected home services.

24-Hour Service: Orange guarantees 24-hour service for certain issues, ensuring customers can access support whenever they need it.

Orange Community Forum: Customers can find answers to their questions on the Orange community forum or ask other users for assistance.

Orange and Me App: The Orange and Me app provides a convenient way for customers to manage their contracts, access their Customer Space, pay bills, monitor consumption details, and get help from Orange. 

Overall, Orange offers a range of support channels, including chatbot assistance, emergency services, thematic help, community forum engagement, and a mobile app to cater to various customer needs and enhance the customer experience (Orange help and contact, 2023).

Customer Feedback:

Based on the reviews on trust pilot, it is evident that many customers have expressed dissatisfaction with Orange's customer service and internet services in France. They averaged a 1.2 stars out of 5 stars from 6,800 customer ratings. The common complaints and issues raised by customers include:

Poor Customer Service: Numerous customers have reported experiencing difficulties in reaching customer service representatives and receiving timely and helpful responses to their queries and complaints.

Internet Speed and Connectivity Issues: Several customers have complained about slow internet speeds and frequent connectivity problems, affecting their ability to use the internet effectively.

Billing and Overcharging: Some customers have reported issues with incorrect billing, being charged for services they did not use, or facing difficulties in resolving billing disputes.

Delivery and Technical Service Problems: There are complaints about delayed or failed deliveries of products and services, as well as issues with technicians not showing up or not properly resolving technical problems.

Lack of Transparency: Customers have expressed frustration with the lack of transparency in pricing, contract terms, and available services.

Cancellation and Contract Issues: Some customers have faced challenges when trying to cancel their contracts or switch to other providers.

Language Barriers: Customers from non-French-speaking countries have reported difficulties in communicating with customer service representatives due to language barriers.

Overall, the reviews indicate that there are significant areas for improvement in Orange's customer service and internet services in France.

 IIiad France 

Company Overview: 

Iliad S.A., commonly known as Free, is a French telecommunications company founded in 1991 by Xavier Niel.

It is one of the leading ISPs in France and offers a wide range of services, including broadband internet, fixed-line telephone, mobile services, and television.

Free provides broadband internet services to both residential and business customers across France.

The company offers various internet plans with different speed options, allowing customers to choose the one that best suits their needs.

Free is known for its competitive pricing and has played a significant role in driving down internet prices in the French market.

Free's internet service is delivered through a device called the "Freebox."

The Freebox is a modem and router combination that enables customers to access the internet and enjoy additional features, such as TV services and VoIP (Voice over Internet Protocol) for phone calls.

Free regularly updates its Freebox models to offer improved features and better performance to its customers.

Free has been a disruptive force in the French telecommunications market. The company was among the first to offer unlimited broadband internet plans, which significantly impacted the industry and forced other ISPs to adjust their pricing and offerings.

Free is also known for its innovative approach to customer service and its commitment to offering transparent and straightforward pricing.

In addition to its ISP services, Free is a prominent player in the mobile services market. It provides mobile phone plans with competitive pricing and generous data allowances.

Over the years, Free has expanded its network infrastructure, including the deployment of its fiber-optic network to offer high-speed internet services in various regions of France.

The company continues to invest in network upgrades to enhance the quality and coverage of its services.

Customer service offerings:

Iliad S.A., operating under the brand name "Free" as an ISP in France, is known for its innovative approach to customer service. The company offers a range of support options to assist their customers effectively. Here are some key features and aspects of their customer service:

Transparent Pricing: Free is recognized for its straightforward and transparent pricing model. The company aims to provide customers with clear information about their internet plans, including any additional fees or charges, ensuring customers are fully aware of the costs involved.

Online Self-Service: Free offers an online portal where customers can manage their accounts, view billing details, and make changes to their plans. This self-service platform allows customers to handle various tasks conveniently without the need to contact customer support.

Customer Support Hotline: Free provides a customer support hotline that customers can call for assistance with technical issues, billing inquiries, or any other concerns related to their internet services. The hotline operates seven days a week from 7 am to midnight, ensuring accessibility to support when needed.

Interactive Community Forum: Free maintains an interactive community forum where customers can seek help from other users or Free's representatives. This platform fosters a sense of community among Free customers and encourages peer-to-peer support.

Assistance through social media: Free is active on social media platforms, such as Twitter and Facebook, where customers can reach out for support and get timely responses from the company's social media team.

Knowledge Base and FAQs: Free has an extensive knowledge base and frequently asked questions (FAQs) section on their website. This resource provides customers with valuable information and troubleshooting guides for common issues, empowering them to resolve problems independently.

Mobile App Support: Free offers a mobile app that enables customers to manage their accounts, perform self-service actions, and get assistance through live chat or messaging. The app provides a convenient way for customers to access support on the go.

Tech Support Team: Free has a dedicated technical support team to help customers with internet-related problems, such as connectivity issues, router configuration, and troubleshooting. This team ensures that technical issues are promptly addressed, minimizing service disruptions.

In Free Shops: Free operates physical stores in various locations across France, where customers can seek in-person assistance, request new services, or exchange equipment. The availability of physical stores enhances accessibility for customers who prefer face-to-face interactions.

Make an Appointment: To provide more personalized support, customers can schedule appointments with Free's advisors in their nearby Free shops. This allows for dedicated customer service tailored to specific needs.

In French Sign Language (Visio): Free offers support in French sign language through video calls for customers who are deaf or hard of hearing. This specialized service is available Monday to Friday from 8 am to 8 pm, demonstrating Free's commitment to inclusivity.

SFR France (SFR merged with Numericable)

 SFR (Société Française du Radiotéléphone) is one of the major telecommunications companies in France. Here is an overview of SFR, its services, and its offerings:

Company Overview:

Company Profile: SFR is a subsidiary of Altice France, a telecommunications and media conglomerate. It serves a wide range of customers, including individual consumers, businesses, local authorities, and other operators. With a significant market presence, SFR is considered one of the major players in the French telecommunications industry.

Services and Offerings: SFR offers a comprehensive range of telecommunications services, including:

-       Mobile Services: SFR provides mobile phone plans and packages to its customers, offering a variety of data allowances, call minutes, and messaging options. They cater to both individual and corporate customers with various mobile plans to suit different needs.

-       Internet and Broadband: SFR offers high-speed internet services, including ADSL, VDSL, fiber optic (FTTH/FTTB), and cable connections. They aim to provide reliable and fast internet access to both residential and business customers.

-       Fixed-Line Telephony: SFR offers fixed-line telephone services, enabling customers to make and receive calls over traditional landline connections.

-       Television Services: SFR provides television services with a wide range of channels, including premium content, sports, movies, and entertainment packages. They also offer video-on-demand and catch-up TV services.

-       Bundled Packages: SFR offers bundled packages that combine multiple services, such as mobile, internet, TV, and landline, into a single plan. Bundled packages often come with cost savings and added benefits for customers.

Network Coverage: SFR has an extensive network infrastructure across France, providing coverage to a significant portion of the population. They offer 4G and 5G mobile network coverage to reach users in various regions. Additionally, SFR has been investing in the expansion of its fiber optic network to provide high-speed internet access to more customers.

Customer Service: SFR is committed to providing quality customer service to its users. They offer various customer support channels, including phone support, chat assistance, and an online customer portal. SFR aims to address customer queries and concerns promptly and efficiently to ensure a satisfactory experience.

Innovations and Initiatives: As a prominent player in the telecommunications industry, SFR continuously seeks to innovate and introduce new technologies to enhance their services. They focus on improving network performance, introducing new mobile devices and gadgets, and expanding their content offerings to stay competitive in the market.

Customer service offerings:

As an ISP, SFR offers a diverse range of customer service options to ensure accessibility and convenience for their customers:

French Sign Language (LSF): Customers can contact SFR's customer service through video advisors proficient in French Sign Language (LSF) on weekdays from 9 a.m. to 7 p.m.

Chat Support: SFR provides real-time assistance in writing through chat, allowing customers to communicate with an advisor for their inquiries or issues

Completed Spoken Language (LPC): Customers who prefer Completed Spoken Language (LPC) can contact SFR and get support from advisors who are proficient in this form of communication.

Automated Simultaneous Written Transcription: SFR offers customer service with Automated Simultaneous Written Transcription, ensuring smooth exchanges and clear communication.

Phone Support: Traditional phone support is available, with specific numbers for landline and mobile users, and even for international customers. The Commercial Customer Service is available from Monday to Saturday, from 8 a.m. to 8 p.m., while the Technical Customer Service operates from Monday to Sunday, from 8 a.m. to 9 p.m.

SFR & Moi App: Customers can utilize the SFR & Moi app to contact customer service through an integrated messaging system. The app also allows users to manage their mobile and box lines, track consumption, bills, and troubleshoot box-related issues.

 Recommendations

For Viasat to succeed in this dynamic landscape, it is important to focus on understanding and meeting the unique needs of French consumers while delivering exceptional customer experiences.

First and foremost, customer service should be at the heart of their approach. French consumers value personalized and seamless interactions with companies. Investing in AI-powered chatbots and multilingual customer support representatives can help Viasat provide efficient and personalized assistance to customers.

Another crucial aspect is offering a range of internet plans with different speed options. Transparency in pricing and clear contract terms will build trust and attract customers. With the increasing demand for high-speed internet, it's essential to invest in fiber optic infrastructure, especially in urban areas, to provide reliable and fast connections.

To stand out from the competition, Viasat should focus on innovation and differentiation. Whether it's through interactive websites, immersive apps, or unique service offerings, we need to captivate the French market with our creativity.

Responsive customer support is vital. Ensuring quick responses to customer queries and concerns through various channels like chat, phone, and social media will enhance customer satisfaction and loyalty.

Demonstrating social and environmental responsibility is also significant. French consumers care about a brand's commitment to ethical practices and eco-friendly initiatives, so we should showcase our efforts in these areas.

Listening to customer feedback and being open to adapting services accordingly is crucial for long-term success. Understanding their preferences will enable Viasat to provide a seamless and personalized internet experience.

Lastly, Viasat should emphasize brand differentiation. Standing out in the competitive market requires unique value propositions and creative marketing strategies that capture the interest of French consumers.

By aligning Viasat’s strategy with the preferences and expectations of French customers, leveraging technology, and adhering to regulatory standards, they can position themselves for success in the French ISP market. Building lasting customer loyalty and trust is the key to thriving in this market.

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