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After 10 years of benchmark research in the consumer market, WUA conducted a Web Performance Scan in the business telecom market for the first time this summer. WUA let 100 business respondents (businesses of up to 10 FTE) freely orient themselves online on a business Internet and/or phone plan. Which providers are found and visited, what do people experience on these websites, and who do they prefer in the end? And most importantly: why?

KPN.com is best at persuading the small business customer to take out an Internet and/or phone plan with them, and comes out on top with a Web Performance Score (WPS) of 77. KPN’s website is also visited most often. Additionally, KPN.com also manages to achieve the highest conversion rate, with almost 4 in 10 visitors choosing KPN.com.

With an overall score of 66, Ziggo.nl grabs second place. Telfort.nl comes third, only 1 point behind Ziggo.nl. Aside from KPN.com, Ziggo.nl, and Telfort.nl, other parties discussed in the study include Vodafone.nl, T-Mobile.nl, and Tele2.nl.

  • Web Performance Score
    Study Business Internet & Phone
    Time: August 2018
    Country: Netherlands
  • Score
  • 1 KPN.com 77
  • 2 Ziggo.nl 66
  • 3 Telfort.nl 65
  • 4 Vodafone.nl 59
  • 5 T-Mobile.nl 59
  • 6 Tele2.nl 54

Insights Business Internet & Phone

Get the latest free high level results in the Business Internet & Phone Insights Update August 2018
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More than half prefer landline over mobile

In the free orientation of 100 business respondents on suitable Internet and/or mobile phone, it’s remarkable that not everyone prefers an Internet and landline phone combination. Forty percent of respondents say they prefer a mobile solution. This WUA study provides a complete overview of these separate customer journeys.

Professional target audience prefers calling with customer service

WUA asked in which way this professional target audience would prefer to be assisted in case they get stuck in the online process. More than half of respondents (53%) say they would wish to call customer service. A little less than half (47%) prefers to email instead, 40% would choose a chat option (quick and anonymous are seen as the major benefits of this option).

Preference can be influenced with website beforehand

WUA asked the business respondents both before and after the study which things they felt were most important to consider when making a decision on a phone contract. The website turns out to be an important factor in this decision-making process. Whereas beforehand, respondents mostly stated ‘brand familiarity’, and which company they already did business with, a well-designed website can have a positive influence on the decision-making process (and thus steer it).

Product offer options are presented in complex way

The number of options for the small-business customer in the fixed product offer – whether or not combined with mobile offer, software packages, or cloud solutions – is large, and therefore very complex. There’s a challenge ahead for all providers to find a way to present the numerous solutions to the visitor in a clear, well-organized way. In the in-depth phase, the T-Mobile website presents its product and prices in the clearest way.

After 10 years of benchmark research in the consumer market, WUA conducted a Web Performance Scan in the business telecom market for the first time this summer. WUA let 100 business respondents (businesses of up to 10 FTE) freely orient themselves online on a business Internet and/or phone plan. Which providers are found and visited, what do people experience on these websites, and who do they prefer in the end? And most importantly: why?

KPN.com is best at persuading the small business customer to take out an Internet and/or phone plan with them, and comes out on top with a Web Performance Score (WPS) of 77. KPN’s website is also visited most often. Additionally, KPN.com also manages to achieve the highest conversion rate, with almost 4 in 10 visitors choosing KPN.com.

With an overall score of 66, Ziggo.nl grabs second place. Telfort.nl comes third, only 1 point behind Ziggo.nl. Aside from KPN.com, Ziggo.nl, and Telfort.nl, other parties discussed in the study include Vodafone.nl, T-Mobile.nl, and Tele2.nl.

  • Web Performance Score
    Onderzoek Zakelijk Internet en Telefonie
    Meting: Augustus 2018
    Land: Nederland
  • Score
  • 1 KPN.com 77
  • 2 Ziggo.nl 66
  • 3 Telfort.nl 65
  • 4 Vodafone.nl 59
  • 5 T-Mobile.nl 59
  • 6 Tele2.nl 54

Insights Business Internet & Phone

Get the latest free high level results in the Business Internet & Phone Insights Update August 2018
Download Now

More than half prefer landline over mobile

In the free orientation of 100 business respondents on suitable Internet and/or mobile phone, it’s remarkable that not everyone prefers an Internet and landline phone combination. Forty percent of respondents say they prefer a mobile solution. This WUA study provides a complete overview of these separate customer journeys.

Professional target audience prefers calling with customer service

WUA asked in which way this professional target audience would prefer to be assisted in case they get stuck in the online process. More than half of respondents (53%) say they would wish to call customer service. A little less than half (47%) prefers to email instead, 40% would choose a chat option (quick and anonymous are seen as the major benefits of this option).

Preference can be influenced with website beforehand

WUA asked the business respondents both before and after the study which things they felt were most important to consider when making a decision on a phone contract. The website turns out to be an important factor in this decision-making process. Whereas beforehand, respondents mostly stated ‘brand familiarity’, and which company they already did business with, a well-designed website can have a positive influence on the decision-making process (and thus steer it).

Product offer options are presented in complex way

The number of options for the small-business customer in the fixed product offer – whether or not combined with mobile offer, software packages, or cloud solutions – is large, and therefore very complex. There’s a challenge ahead for all providers to find a way to present the numerous solutions to the visitor in a clear, well-organized way. In the in-depth phase, the T-Mobile website presents its product and prices in the clearest way.

Important insights

  • In the free orientation of 100 small business respondents to a ‘suitable Internet and/or phone plan for your company’, it’s remarkable that 60% prefers landlines and 40% wants a mobile phone plan.

  • Aside from KPN.com, Ziggo.nl, and Telfort.nl, other parties, including Vodafone.nl, T-Mobile.nl, and Tele2.nl, also play a role in persuading the orienting small business customer to take out an Internet and/or phone plan.

  • KPN.com is visited by the highest number of respondents, and is best at persuading its visitors to choose to use KPN.com for their services.

  • KPN.com also gets the highest conversion rate: nearly 4 in 10 customers choose KPN.com.

  • Visitors struggle to find the business offers on the providers’ official websites. Both direct traffic and search engine traffic has high chances of initially showing the wrong offer, which is meant for private consumers instead of business owners.

  • T-Mobile scores highest in in-depth. It has the best, clearest presentation of its product and prices.

Insights Business Internet & Phone

Get the latest free high level results in the Business Internet & Phone Insights Update August 2018
Download Now

Goal & Relevance of this study

The goal of this study is to map the digital experience of potential customers orienting themselves on an Internet and phone plan, which provider they choose, and most importantly, why. Using a proven model WUA has been working on for the past 10 years, we indicate with precision exactly what customers want, what the best practices are, and what issues providers may have. A custom-made report is available within two weeks, including an action workshop on location and presentation.

WUA Business Internet & Phone Plan Insights Update August 2018

Download the brand-new edition of the WUA Business Internet & Phone Plan Insights Update August 2018 for free now. In this update, we talk about the current, August 2018, study, and we offer a preview of the numbers in the business mobile phone plan market. Which providers score best on the theme scores from the WUA Web Performance Scan Model, and what can you, as telecom provider, learn from it?