KPMG Nunwood

UK Customer Experience Excellence Analysis 2016



The mobile telephone network giffgaff has risen 45 places in the UK Customer Experience Excellence rankings, with its strongest pillar scores being achieved in Time and Effort, Personalisation, and Integrity. It is a relatively new company, having launched in 2009, and since its inception the brand has received a number of awards, including the Most Innovative Community award at the Social CRM Customer Excellence Awards, and in 2014, it won the Which? Best Telecom Services Provider award.

Unusually, when it comes to creating a memorable customer experience, giffgaff tends to focus on its customer community rather than its staff members. Whilst unorthodox, it does help individuals to forge a more ‘emotional’ connection with the company. For example, one customer explained that they had “messed up” on their first top-up and were subsequently unable to purchase the bundle they wanted. giffgaff reportedly apologised for this, even though it wasn’t the brand’s fault, and gave the phone user some free credit.

Elsewhere, it is clear from the 2016 CEE that giffgaff also performs well in the pillar of Time and Effort. This is affirmed by some of the customer comments. “I’m a PAYG customer and their charges are so much fairer,” one individual stated. “I literally only pay for what I use, e.g. other phone providers charge around £1 for just accessing the internet, but giffgaff only charges for each MB you use. Plus the online forums and forms to set up your account etc. are really user-friendly. It took seconds to order a SIM card and then activate it when it arrived. I used to be with another mobile phone provider and they were just plain useless.”

giffgaff has attempted to make progress in this area by gathering feedback from its customers, and altering its practices accordingly. This is apparent from an article it posted on its website in March 2016, where giffgaff explained which changes it had implemented, and why it had implemented them1 . The main alterations included the introduction of simplified pricing to make it easier for customers to track their spend, a change to its data charges, and a simplification of its Hokey Cokey goodybag. giffgaff explained that it made the latter change because it recognised that not everybody was benefitting from the previous goodybag offer, and it therefore increased the number of text messages that were available in the bundle, having discovered that not all of its phone users were gaining value from the additional minutes alone.

It is certainly possible that these changes have contributed to giffgaff’s recent rise in the Customer Experience Excellence rankings. It will be interesting to see how its performance evolves as it heads into 2017.

Company Profile

Giffgaff (stylized “giffgaff”) is a mobile telephone network running as a Mobile Virtual Network Operator (MVNO) using the United Kingdom O2 network. Owned by O2’s owners Telefónica, Giffgaff was launched on 25 November 2009.











Time and Effort