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uSwitch.com takes the lead when UK consumers are looking for a Sim Only plan. In WUA’s latest digital customer experience benchmark study, 300 consumers orientated themselves on a new Sim Only plan using their current smartphone. uSwitch.com received a Digital Sales Score of 27 points, whilst MoneySuperMarket.com ranked 2nd (22 points), and CarphoneWarehouse.com finished in 3rd place (20 points).

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When it comes to customer experience, uSwitch.com and MoneySuperMarket.com tied with a Customer Experience Score of 69.

The UK Sim Only market is saturated

In the UK, the Sim Only market has become rather saturated, and like in different industries all over the world, comparison websites are springing up. In this study, the top 3 was dominated by comparison websites: uSwitch.com is in the lead, MoneySuperMarket.com and CarphoneWarehouse.com are the runners-up. Traditional telecom providers such as O2.co.uk (4th) and Vodafone.co.uk (5th) narrowly miss out on a place in the top 3.

uSwitch.com and MoneySuperMarket.com offer the best customer experience

In the Digital Customer Experience ranking, uSwitch.com and MoneySuperMarket.com both lead with a total of 69 points. O2.co.uk takes third place with 65 points.

According to consumers, uSwitch’s website offers a “lot of options”, “helpful filters and easy navigation”, and “each plan is clearly laid out”. Especially in the Further Look phase, where consumers orientate themselves further on a Sim Only plan, uSwitch.com performs best on Look & Feel and Offer.

MoneySuperMarket.com performs well when it comes to CX, especially on Look & Feel and Brand in the First Impression phase

When it comes to Look & Feel and Brand in the First Impression phase (where consumers take a quick look at a website), MoneySuperMarket.com manages to outperform uSwitch.com. Of the respondents who named MoneySuperMarket.com as their preferred website and uSwitch.com as their second favourite, feel that MoneySuperMarket.com presents its product offer in a clear and more attractive way.