Saudi Telecoms Prioritize Customer Experience for Vision 2030
▼ Summary
– STC leads the Saudi telecom market with 56% top-of-mind awareness and 53% active users, reflecting its established reliability.
– Customer loyalty now depends on reliable coverage, fair pricing, and responsive service, with poor coverage, high costs, and unmet plan needs being the main reasons for switching providers.
– Functional performance, such as good internet speed and network quality, is the strongest driver of customer satisfaction and recommendations.
– Digital channels are central to engagement, but customers prioritize effective support over convenience, and trust in digital security is high at 88%.
– Physical branches remain important for complex needs, with 68% of respondents visiting one in the past year, highlighting the need for integrated digital and in-person experiences.
Saudi Arabia’s telecommunications sector is undergoing a significant transformation, shifting its focus toward delivering exceptional customer experience as a central pillar of its contribution to the nation’s broader Vision 2030 objectives. A recent consumer study conducted across the Kingdom reveals that while infrastructure and pricing remain important, the ability to meet evolving customer expectations is now the primary differentiator in a highly competitive market.
STC continues to lead the market, capturing 56% top-of-mind awareness and serving 53% of active users, a testament to its established reputation and service reliability. However, the ease of switching providers through Mobile Number Portability means that customer loyalty is increasingly fragile. Issues such as poor network coverage (41%), high service costs (31%), and plans that fail to meet user needs (28%) are the main reasons subscribers consider changing providers.
Functional performance remains the most influential factor in customer satisfaction, with 60% of happy users citing strong mobile internet speeds and dependable network quality as reasons they would recommend their provider. Customer service quality and perceived value for money also play crucial roles in shaping long-term loyalty and retention.
Digital platforms, especially mobile applications used by 79% of respondents, have become central to customer interaction. Yet the study emphasizes that service quality consistently outweighs digital convenience, users prioritize prompt and effective support over flashy features. Trust in digital security is notably high, with 88% expressing confidence in their provider’s platforms, opening opportunities for more tailored and secure digital offerings.
Even with widespread digital adoption, physical branches retain their relevance. Approximately 68% of consumers visited a store in the past year, often for complex transactions or issues requiring personal assistance. This highlights the ongoing need for a seamless integration between digital and in-person service channels.
Although 74% of users view their telecom provider as innovative, nearly a quarter still perceive them as outdated, suggesting a disconnect between technological advancement and customer communication. Telecom companies must do more to demonstrate how new features and improvements translate into tangible benefits for the end user.
Industry analysts emphasize that the competitive landscape has evolved. Success now depends not only on network reach or pricing strategies but on the overall experience provided. In an environment where customers can easily switch, delivering consistent, high-quality service is what ultimately fosters loyalty and sustains growth.
(Source: MEA Tech Watch)
