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LLU v non-LLU - is there a satisfaction gap? LLU v non-LLU - is there a satisfaction gap? | Point Topic

LLU v non-LLU - is there a satisfaction gap?


As Point Topic has reported in previous analysis consumers are becoming increasingly disllusioned with poor customer service from their ISPs.  In this paper we look at what differences there are between customers who are on LLU lines as opposed to those who aren't.

There are distinctions in the buying behaviour of these two sets of customers.  Price is the primary driver when it comes to selecting an LLU ISP, while perceptions of service reliability and customer service drive consumers towards the non-LLU option.  If we aggregate the responses we received in Consumer Survey 3 (CS3) into 6 groupings of what influenced a user to choose an LLU line or a non-LLU line there are clear trends visible.

Table 1: Grouped UK consumer choices of ISP


Once the user has selected and started using a particular ISP what are the differences in their experience as a subscriber as opposed to a buyer?

In CS3 we quizzed users in a number of different categories of user satisfaction, including speed of service, billing clarity and value for money. As previously reported overall satisfaction levels (very or fairly satisfied) have dropped from 92% in Feb 06 to 77% in Dec 2006.

Some of the unhappiness has spread through so-called 'free' or bundled broadband offers that use or are going to use LLU-based service once deployment is successful. But in many cases, slow deployment delayed consumer activation and aggravated many thousand of households with misinformation or bad pre-subscription customer care. The split between Non-LLU  and LLU respondents makes that clear beyond doubt.

LLU respondents feel short-changed in all major aspects of their internet service provision. but the largest gap and, one may argue the most severe short-comings between the two services types are after sales support and the speed of activation. Almost 24.0% points separate LLU and non-LLU respondents.

Table 2: Gap of satisfaction between LLU and non-LLU services
Despite general moaning and dissatisfaction, many customers agree to be reasonably happy and content about the overall quality and reliability of their service: 78.5% of Non-LLU  customers, and a little less, 71.5% of LLU customers.

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