When people get a new mobile phone contract, the main factor that helps them to decide what network operator to spend their money with is what kind of deal they get on their tariff.

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But despite how attractive tariff deals are, a huge number of customers are let down by the fact that they get a poor level of service from their new mobile network operator.

When you are next about to look for new mobile phone contract details, you should consider just how good the level of customer service is that you receive from the network operator.

Here are some of the most common reasons why customers start off being happy and end up being angry!

Signal quality

As you may know, all mobile phones work off radio signals. In order to provide coverage in a particular area, the mobile network operator has to either install new or pay to use existing cell mast towers.

These cell towers help to provide good coverage to a specific area or “cell” (hence why the Americans call mobile phones “cell phones”), but in order to provide coverage those network operators will need to know how many people are likely to use any cell service that is provisioned for them.

If you live out in the sticks and only have about 10 neighbours in your village, it is unlikely that you will get good network coverage.

Phone quality

Many people take out a new mobile contract because they get a shiny new phone as part of the deal! But what happens if that shiny new phone actually turns out to be the most unreliable piece of technology you have ever had the misfortune to use (and pay for)?

Unless the phone has an obvious physical defect from new, it can be extremely difficult to get a network operator to take ownership of the problem – even if you quote the Sales of Goods Act 1979 at them.

Customer support

One of the biggest areas that mobile network operators fail on is their customer support.

For example, companies such as Three outsource their customer services to firms based in India, which can result in frustration for customers due to language barrier issues.

But the main issues are due to call centre operators blatantly reading from script cards as if they were robots, and in many cases completely ignoring what customers are telling them simply because they do not know how to handle a ‘new’ type of query that they were not trained on!

Customer experience management is something that all network operators to some degree fail on, but there are certain operators that are worse than others for this sort of thing.

For example, an article last month on the Daily Mail website reported that EE (the amalgamation of T-Mobile and Orange) were rated the worst mobile network operator of 2013 according to an industry poll by YouGov.


Although customers are aware of tariff costs before they sign up for a new contract, it is not uncommon (or illegal) for mobile network operators to increase tariff costs mid-contract. This can result in consumers having a bittersweet taste in their mouths, as they will have to shell out extra money on their contracts until they end.