Introduction
This report presents the findings of a detailed research initiative aimed at evaluating customer experiences with Fibre Connect (FC) upgrades.
The study was carried out with the purpose of identifying the main factors that contribute to dissatisfaction among users. It aimed to delve deeply into understanding the underlying reasons behind the emerging pain points that individuals experience. Additionally, the research sought to propose practical and actionable improvements that could be implemented to ensure a smooth and seamless upgrade journey for users. The overall goal was to enhance user experience and address any issues that could hinder a positive process during upgrades.
Background
Recent data indicates a steady increase in dissatisfaction (DSAT) levels among customers who have undergone Fibre Connect (FC) upgrades. The decline, which began in early 2023, correlates with rising customer service costs, heightened churn rates, and reputational challenges for both service providers (RSPs) and infrastructure providers like NBN. This report synthesises insights on key pain points, gaps, and potential areas for customer experience (CX) improvement.
Methodology
In our research, we utilised a mixed-methods approach, which means we integrated both qualitative and quantitative insights to better understand customer experiences. By combining these two types of data, we aimed to gain a more complete and detailed perspective on how customers perceive and interact with our services. This method allowed us to analyze numerical data as well as gather in-depth information from participants, giving us a broader understanding of their experiences and needs.
Key components included:
Customer Feedback Analysis: We conducted a thorough examination of the satisfaction (SAT) and dissatisfaction (DSAT) scores obtained from various surveys distributed among a range of Retail Service Providers (RSPs) as well as the National Broadband Network (NBN). Our analysis was particularly concentrated on identifying patterns and trends that have emerged since the beginning of the year 2023, paying close attention to any significant shifts or developments in customer perceptions and experiences over this period.
Service and Support Data Review: A thorough examination of the logs related to service activations, along with the requests made for troubleshooting assistance and the various interactions with support teams, was carried out. The goal of this analysis was to pinpoint any common issues or challenges that were repeatedly encountered throughout the upgrade process. By scrutinizing this data, we aimed to gain a clearer understanding of the difficulties experienced and to facilitate improvements in the support services provided during upgrades.
Customer Journey Mapping: We created detailed journey maps by conducting in-depth interviews with customers and analyzing various case studies. These maps serve to illuminate frequently encountered challenges that customers face, particularly in areas such as communication with support teams, the setup of necessary equipment, and the timelines associated with activation processes. By focusing on these common pain points, we aim to provide a clearer understanding of the customer experience and identify areas for improvement.
Competitive Benchmarking: We conducted a thorough evaluation of the best practices within the industry by examining and comparing various service delivery models, marketing strategies, and support frameworks utilised by leading Retail Service Providers (RSPs) and similar broadband providers on a global scale. Through this process, we aimed to gain insights into what the most successful companies are doing and how they achieve their results, allowing us to identify potential areas for improvement and innovation within our own operations.
Expert Interviews: A series of interviews were carried out with various professionals, including customer support representatives, technical teams, and marketing personnel associated with both Retail Service Providers (RSPs) and the National Broadband Network (NBN). The purpose of these interviews was to collect valuable operational insights as well as to confirm the findings of our research. Through these discussions, we aimed to gain a better understanding of their perspectives and the challenges they face in their roles.
Core Challenges Identified
1. Customer Expectations
Marketing campaigns often promote fibre upgrades as seamless, cost-effective solutions with “ultra-fast” speeds. However, customers frequently experience minimal performance improvements, leading to frustration. For example, many users expect noticeable speed boosts but encounter no significant changes, contributing to perceptions of being misled by RSPs and NBN. This gap between expectations and reality underscores the need for honest, transparent marketing.
2. Opaque Communication and Processes
Many customers lack clarity about the upgrade process, particularly regarding:
Equipment: It is important to recognise that the necessary devices needed for internet connectivity, such as routers or Wi-Fi mesh systems, are not always clearly communicated to customers throughout the ordering process. For instance, Telstra stands out in the market by supplying a mandatory router that is fit for purpose and does so without charging any extra fees. In contrast, many other Internet Service Providers (RSPs) frequently fail to inform customers about the essential equipment they may need to purchase in order to fully utilise their internet services. This lack of clarity can lead to confusion and frustration for customers, who might not realise they require additional devices until after they have placed their order.
Roles and Responsibilities: Many customers often find themselves feeling uncertain when it comes to determining who is responsible for troubleshooting issues—their Retail Service Provider (RSP) or the National Broadband Network (NBN). This confusion can arise in various situations, particularly when there are unclear transitions in the process of service delivery. As a result, this lack of clarity can frequently lead to frustrating delays and the need for customers to make multiple service calls to resolve their issues.
3. Inconsistent In-Home Setup Guidance
Although some RSPs offer equipment bundles, the rationale for these offerings is often unclear. For example, Superloop contacts customers two months after installation to offer a new router, but only 15% of customers accept this option, indicating poor upfront communication. Clearer guidance could help customers optimise their upgraded services and prevent dissatisfaction.
4. Delays and Frustration in Service Activation
Activation timelines vary widely across RSPs, from under 24 hours (e.g., Optus) to up to 7 days (e.g., Telstra). When coupled with inadequate setup instructions, these delays increase frustration and dissatisfaction. Customers frequently struggle with self-installation, particularly when unclear instructions are provided.
Opportunities for Improvement
1. Transparent Communication
Educational Materials: It is important to create clear and comprehensive guides that detail each step of the upgrade process. These guides can take various forms, such as infographics and videos, which will help customers easily follow along with the entire upgrade journey. These materials should include not only the activation phase but also the necessary steps that need to be followed after installation is completed. For example, customers might find it very helpful to have visual guides that explain how to set up their equipment correctly. Such visual aids can enhance understanding and facilitate a smoother transition during the activation process, much like the materials that are provided by Optus for their activation procedures.
Cost Transparency: It is important to proactively provide customers with detailed information regarding any potential additional costs that may arise during the purchasing process. This includes expenses related to equipment purchases, installation fees, or any other charges that might not be immediately obvious. By being upfront about these costs, businesses can help customers to avoid any unexpected expenses that could lead to frustration or dissatisfaction later on. Ensuring that customers are well-informed can lead to a more positive overall experience and foster trust in the relationship between the customer and the company.
2. Proactive Equipment Recommendations
Router Guidance: It is essential for RSPs to actively encourage their customers to consider and choose routers that are specifically tailored to meet their needs and requirements. This means recommending routers that are appropriate for the type of usage and internet activities the customer engages in. When making these recommendations, it is also important for RSPs to provide clear and concise explanations of the benefits associated with each router option. For instance, one noteworthy example is Telstra, which offers free routers to customers with select plans. This approach not only enhances the overall value of the plan but also minimises any potential challenges or complications that might arise after the installation process. By choosing the right router, customers can experience smoother connectivity and improved performance.
Sales Scripts: It is important for sales teams to have standardised scripts that they can use when assessing the equipment needs of customers during the order stage. These scripts should guide the conversation so that customers are fully informed about their options and the potential consequences of their decisions. This process ensures that customers understand not just the features of the equipment they are considering, but also how their choices might affect their overall operations and satisfaction in the long run. By using a structured approach, sales personnel can provide clearer explanations and help customers make informed choices that best suit their requirements.
3. Enhanced Customer Support Channels
Standardised Protocols: It is essential to establish uniform troubleshooting protocols that can be applied across all Remote Service Providers (RSPs). This uniformity will help ensure that customers receive consistent and reliable support after their installation is complete. For instance, ABB stands out as a good example of this approach, as they offer extensive support services that are accessible through a variety of channels. Customers can reach out for help using dedicated applications, as well as engaging through live chat options, providing them with multiple avenues to seek assistance when they need it most.
Multi-Channel Support: It is essential to enhance the range of support options available for customers by incorporating various platforms such as live chat, mobile applications, and automated frequently asked questions (FAQs). By doing this, we can alleviate some of the pressure placed on call centers, which often experience high volumes of inquiries. Additionally, this expansion of support channels will contribute to faster response times, ensuring that customers receive the assistance they need in a more efficient manner. Ultimately, providing multiple avenues for support can significantly improve overall customer satisfaction and engagement.
4. Streamlined Activation Processes
Improved Coordination: It is essential to enhance the collaboration between the National Broadband Network (NBN) and Retail Service Providers (RSPs) in order to effectively reduce the delays associated with service activation. By establishing more efficient channels of real-time communication between these two entities, we can work towards standardizing activation times for all customers. A successful example of this type of collaboration can be observed with Optus, which has been able to achieve a remarkable 24-hour turnaround for activating services. Implementing similar practices and communication strategies could significantly improve the overall speed and efficiency of the activation process across the board.
Status Updates: It is important to deliver real-time updates regarding the activation status of your service. This can be accomplished through the use of SMS or email notifications, similar to the approach taken by Tangerine. They send out personalised messages that are specifically designed to cater to the various types of modems used by their customers. By implementing a similar system, customers can receive timely and relevant information regarding their activation progress, ensuring they are kept informed throughout the process.
Proposed Future Directions
1. Target State Experience Mapping
Collaborate with RSPs to design and validate an ideal customer journey for fibre upgrades. This journey should address all key pain points, including clearer marketing messages, transparent costs, and seamless activation processes. For instance, leveraging Superloop’s initiative to provide post-installation follow-ups could serve as a model for proactive engagement.
2. Data-Driven CX Improvements
Utilise customer feedback and operational data to pinpoint the most impactful DSAT drivers. Share these insights with RSPs to align their CX strategies with common goals. For example, correlating DSAT scores with equipment upgrade uptake rates could highlight areas for targeted improvement.
3. Custom Dashboards and Incentives
Develop RSP-specific dashboards to monitor progress against CX metrics.
It is important to connect these dashboards to incentive programs for Retail Service Providers (RSPs) that show remarkable advancements in their performance. For instance, when RSPs achieve significant improvements like a notable decrease in churn rates, which reflects the number of customers who discontinue their service, or in DSAT scores, which indicate levels of customer dissatisfaction, they should be recognised and rewarded for their efforts. By doing so, we can encourage continued focus on enhancing customer retention and satisfaction, ultimately leading to a more positive experience for clients and sustained growth for the company.
Conclusion
The success of Fibre Connect upgrades hinges on the collaboration between NBN and RSPs. Both parties must align efforts to provide a seamless customer journey that meets expectations and minimises friction.
By actively identifying and addressing the communication gaps that may exist between the service providers and the customers, along with improving the support processes that are currently in place, stakeholders can significantly enhance the overall experience for customers. Furthermore, by leveraging insights derived from data, stakeholders can make informed decisions that lead to the improvement of services. This systematic approach not only helps in boosting customer satisfaction but also encourages greater loyalty among customers. In the long run, these efforts can effectively reduce customer churn, which refers to the rate at which customers discontinue their use of services. Additionally, fostering a sense of trust in fibre services will ultimately create a more positive relationship between the providers and their customers.
