Less than half of mobile users in the UK and the US trust their mobile network provider, according to the results of a study from Pitney Bowes Business Insight.

The company conducted the study in partnership with the ECSP Europe Business School, who interviewed 20 senior marketers, and surveyed 1,000 UK and 1,000 US residents online. The study found that just 45 per cent of UK and US consumers trust their mobile provider, while only 40 per cent trust their mobile provider’s customer communications. Pitney Bowes says the results demonstrate how critical trust is for service-rich telecommunications firms that have multiple cross-channel customer contacts.

According to the study, UK consumers feel that front-line employees and marketing communications are ranked as the most important factors for establishing good trust (26 and 23 per cent respectively). In the US, management policies and front-line employees are the top influencing factors on trust (25 and 21 per cent respectively). The mobile industry was judged less favourably than both the banking and insurance industries at establishing trust through interactive channels, self-service technologies, management policies and overall customer satisfaction.

The study also found that only 31 per cent of mobile customers feel that, if they shared their problems with a service provider, they would receive a caring response. 24 per cent of respondents believe that their mobile network operator is doing a good job at implementing management policies and practices that govern customer interactions. And 42 per cent of customers stated that they are satisfied with the treatment, relationship and services they receive from their mobile network operators.

“Today, competition in the telecommunications industry is fierce, making it one of the most challenging markets in the world for ensuring customer satisfaction and building relationships,” says Pitney Bowes Business Insight chief marketing officer, David Newberry. “When it comes to their mobile network providers, customers’ satisfaction with their previous experience has a lot more influence on overall trust than in other industries. The challenge, as illustrated in this study, is to align customer communications management so that mobile companies can more easily address these crucial customer concerns.”

The consumers surveyed recommended several ways for mobile companies to strengthen trust-building activities, such as improving communications (quality and clarity), increasing transparency, and providing advance information on better deals. In addition, consumers claim that they look for companies that provide high-quality customer care, ensure a sense of being looked after, and demonstrate a high level of competency and conduct from employees.

To meet these recommendations and continue building trust, Pitney Bowes Business Insight offers a wide set of solutions for the telecommunications industry, including strong customer communications management (CCM) programs that drive businesses to be more effective, efficient and profitable.

You can view the full research results here.