Customer Experience in Telecommunication Industry: A Case Study of Vodafone and TPG Telecom in Australia

Running head: CUSTOMER EXPERIENCE
Customer Experience
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CUSTOMER EXPERIENCE
Introduction
Customer service experience is the core of every company that wants a good
relationship with its customers. The difference between a good customer service and bad
customer service is the customer’s happiness after the end of buying the service or the goods.
A good customer service has unified and consistent customer experience, minimal wait times,
robust and responsive media presence and empathetic agents. A bad customer service
however does not have all that (Arkadan, Macdonald & Wilson,2017)
In this case we look at network service provider in Australia. The network service
providers in the telecommunication industry that we will put into focus is Vodafone and TPG
telecom. With Vodafone, the customer experience was as good as I could have expected. All
its services from the voice calls to internet connectivity services were above commendable.
The other company, TPG telecom however has very poor customer experience from every
spectrum of services it offers. From its voice services, to messaging services to its network
connectivity services are all poor(Peppers & Rogers, 2016).
Proto-Persona diagram (Bad Experience)
The experience with TPG telecom is totally bad. This is because, the telecom has poor
infrastructure and its network connectivity is very bad. Its charges are also extremely high
than others in the same telecom industry. The experience with TPG Telecoms always makes
the customer wants to run away as soon as possible. Their customer handling skills are also
not at par with their rival Vodafone and they seem clueless in what they are doing. My worst
experience is buying data bundles and airtime for communicating with both family and
friends and it disappears mysteriously. The customer experience for this company has been

CUSTOMER EXPERIENCE
compounded by constant complaints against its services from the general public. They
constant complaints only tarnishes the image of the company and only so much can be done
to salvage it (Blázquez, 2014). Having a great communication with the customers is one of
the fundamental principles of having a good customer experience. TPG however, either
responds to customer complaints very late or does not respond at all. The strength of the radio
signal attenuates with every reflection from any obstacles, and sooner or later it completely
disappears. What happens with the mobile phone, I think you already understand - the
cellular signal GSM disappears? This is a bad customer experience.
For cellular networks of the CDMA standard, the maximum distance is approximately 2
times greater, and for 3G and LTE networks, about 2 times less than the above values. The
higher the frequency at which your mobile operator operates, the less coverage they can
provide with one base station. Customer experience management should be such a way as it
gives the best to customers (Fatma, 2014).
Proto-Persona diagram (Good Experience)
Vodafone has set a good example in customer service experience. It has good services to
boost there ever increasing products launched in the market. For Vodafone, its voice calls,
networks coverage and message services are always good in frequency. I have never had a
bad experience with using Vodafone as a preferred mobile network provider (Homburg,
Jozić, & Kuehnl, 2017). Everyone wants his cell phone to be really mobile. It's nice if your
device is worthy of receiving a signal anywhere and you can say without digital choking and
interrupts. In the end, mobile communication should give such freedom. Most civilized
countries have 100% coverage. This means that anywhere in the country you can receive and
make calls (Lemon & Verhoef, 2016). This is a kind of supremum of communication. For