2113 — SMES: “Overall value for money” is what counts

Jul 7, 2006 | Conteúdos Em Ingles

New research by BT shows that the majority of small and medium-sized businesses view overall value for money as the most important factor when considering office technology and telecoms services.

The “Switching Survey” was conducted by market research agency YouGov. They interviewed more than 800 decision-makers in small and medium-sized businesses about their experiences of purchasing and switching business services.

Seventy seven per cent rated value for money as the most important factor compared with just six per cent who said they would opt for the cheapest deal. Flexibility and the variety of products and services were the second most important factors in the decision-making process.

A parallel survey conducted amongst consumers revealed that SMEs have exactly the same priorities as consumers. This is not surprising given that seven out of ten said their purchasing decisions were influenced by their experience as a residential telecoms customer. Consumers were twice as likely to say that they would look at the overall service including factors such as fair prices and added extras rather than simply opting for the cheapest deal.

One in three consumer respondents said you never save as much as expected and more than one in five said they ended up with poorer customer service and quality of product than before. Thirteen per cent said switching had not worked out well for them, so they now stick with tried and trusted services or think that switching is just not worth the time and trouble.

The research shows that “switching fatigue” is starting to set in as consumers and businesses alike question whether the claimed savings on offer if you switch suppliers are really all they seem. The message ringing out loud and clear for suppliers is that value for money is what really counts when it comes to customer choice.

Bill Murphy, managing director of BT Business, commenting on these results said that «the thousands of business customers who switch back to BT each week are telling us that the grass wasn’t greener on the other side. It pays to take a careful look at the benefits you have with BT and what you’d give up by leaving.For switchers coming back to BT Business, and the many more who never consider leaving, the reason is because they know we’re not in the business of making wild claims about savings. What we do offer is excellent value for money; a service they can rely on and a range of innovative offerings that make working life easier and help businesses to thrive».



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