Digicel shows steady improvements in customer sentiments

BY BALFORD HENRY
Senior staff reporter
balfordh@jamaicaobserver.com

Sunday, February 24, 2019

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In less than 15 months as its chief executive officer (CEO) of Digicel, Justin Morin has already made a strong case for Jamaican management of globally competitive businesses, lkike Digicel, which are owned by foreign investors.

Since November, 2017, when Morin, a graduate of St George's College in Kingston and a former Manning Cup footballer, took over the bleeding giant, he has already shown that he is fully capable of stopping any haemorrhaging threatening the home base of the communications network which started out in Jamaica in 2001, and now has a footprint in 31 countries across the Caribbean, Pacific and Central America.

And the intriguing thing about the company's turnaround under his leadership is that he began where every ambitious corporate investment should start, which is with the customers themselves.

Morin is reporting significant gains in brand sentiment and customer satisfaction as a result of the company's 'Destination Data' customer relationship improvement programme, launched in December 2017.

When Morin took over Jamaica's number one telecoms provider, he set out to address customers' pain points head-on. Morin and his team developed a strategy that made it clear to everyone that Digicel is upgrading its networks, improving customers' retail store experience, and enhancing value. positioning Digicel as Jamaica's premier digital communications provider led to the introduction of a number of firsts in 2019. These included unlimited data for social media with 'Nuff Social' plans, introduction of low-cost voice and data bundles starting at $140, and the expansion of its 4G LTE network to reach 11 parishes and more than 200 towns and cities across Jamaica.

In tandem with these accomplishments, the company also implemented changes to create a much more customer-friendly data purchasing environment that improved the relationship with subscribers and win others over to Digicel.

Morin explains that these improvements in Digicel's performance over the past year were also clinically linked to extensive research and ongoing conversations with customers to gain their feedback in order to give customers what they say they want.

“As a consumer-driven service provider, it's very important for us to always know what our customers think about us,” Morin explained. “That's why we conduct frequent 'pulse checks' to get a feel of how we're doing and how they perceive the brand,” he added.

According to globally-recognised independent market research agency, Coyne Research, up to January 2019, Digicel's Net Promoter Score (NPS) showed a 75 percent year-over-year improvement in overall customer satisfaction. This all-important NPS benchmark is one of the key measurements in the telecommunications industry to test customer satisfaction and help service providers to determine the likelihood of being recommended by their customers.

Coyne also found that Digicel showed, on average, a 15 per cent improvement in customer favourability and recognition that the telecom provider is changing for the better.

Additionally, the Office of Utilities Regulation's Quarterly Performance Reports in 2018 all point to Digicel as having recorded the lowest number of customer complaints across all major utilities.

“Independent analysis is very important to us and these results encourage us to be better prepared to do more for our customers,” Morin commented.

Focused on delivering 100 per cent internet penetration across Jamaica, Digicel's multi-billion dollar LTE investment to bring high-speed mobile internet services to everyone, everywhere now makes it the largest 4G LTE network in the English-speaking Caribbean in terms of population coverage. First to claim the introduction of 4G LTE service to Jamaica in June 2016, the company says the service is clocking speeds of up to 80 megabits-per-second and is now available in over 200 towns and cities.

“And counting,” Morin quipped, as he announced that plans are already underway to more than double 4G LTE coverage and speeds in Kingston, with plans to expand the reach of the technology from 11 to 14 parishes this year.

With this significant achievement, Digicel — which set out in 2001 to revolutionise the way Jamaicans communicate — is promising to invest even more in the introduction of advanced technology and innovation which will support Jamaica's quest to becoming a knowledge-based economy and digitally connected society.

“This push towards 4G LTE for everyone everywhere signals the dawning of a new digital era for Digicel. When combined with our advanced fibre network we are now ideally positioned as the indisputable communications leader and remain the clear favourite for businesses and consumers — therefore moving us from being 'The Bigger Better Network', to becoming 'The Bigger Data Network',” Morin declared.


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