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.
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.