According to Ofcom, 93% of the UK population own a mobile phone. With so many network providers out there competing for the title of Best Mobile Network, providing a great customer experience is vital.

Positive customer experience promotes customer satisfaction and loyalty. Those who experience good service, receive good value deals and coverage are more likely to stick around.

Here at Adoreboard, our Emotion analytics platform Emotics provides a pathway to measure the emotional intensity around experiences which allows users to understand the main themes driving a wide range of emotions including joy, anger and trust. This insight provides the key for companies to actively improve customer experience and loyalty.

1. Tesco Mobile

Tesco Mobile placed top of our analysis on customer experience with an Adorescore of 35. The dominating emotion being driven from mentions is joy, with customers praising the Tesco Mobile team for their great customer service.

Tesco Mobile’s twitter channel has gained some popularity over the humorous responses on Twitter. One example is this article created by Buzzfeed.

Excellent customer service from @tescomobilecare very helpful and issue resolved quickly. #creditwherecreditsdue

— Emma Williams (@maisiemoosmummy) March 20, 2017

@tescomobilecare Thankyou Tesco been a massive help. Was really helpful when I first made contact about my phone's software 😄

— swhites (@whitesscott92) March 17, 2017

2. GiffGaff

GiffGaff has placed joint second alongisde networks EE and O2, with an Adorescore of 39. GiffGaff was recently named “Best Network” at the 2016 uSwitch Awards, with Tesco Mobile following closely behind.

The key emotion driven by mentions of GiffGaff is trust as a result of their sponsorship of the channel E4. Twitter users are expressing their enjoyment of their favourite TV shows and praising GiffGaff for engaging with customers live tweeting throughout shows.

I have had an awesome week so far, thank you for asking. How's yours been? #giffgaffE4 #SupernaturalUK

— Dean's Impala 🏴󠁧󠁢󠁥󠁮󠁧󠁿🇬🇧 (@Deans_Impala1) March 15, 2017

2. EE

EE also has an Adorescore of 39 and, like GiffGaff, the leading emotion is trust. High levels of trust is driven by customers praising their quick and efficient customer service online. Delays in customer service are frequently a factor that leads to customer dissatisfaction. EE are seen by many to be going above and beyond competitors.

Good on @EE for resolving the issue and crediting me straight away. Unexpected given past experience of the industry.

— Dmitri Old (@DmitriusOld) March 24, 2017

Thanks @EE for sorting out my billing issue. Being a loyal customer has paid off. #goodservice #dylanisalegend

— Louise Palmer (@MrsLuPalmer) March 21, 2017

2. O2

O2 also received an Adorescore of 39, with joy being the leading emotion within mentions. High levels of joy are driven by O2’s Priority service that provides customers with discount or early access to event tickets along with other store offers and surprises. Providing great offers to customers is a great way to improve customer experience.

Thank you @O2Priority @O2 for making my Tuesday with a free @NeroUK hot chocolate and @thorntonschocs truffles 🍫☕️ #O2Priority pic.twitter.com/uLxNUTx6yL

— Jess Excell (@JessExcell) March 14, 2017

5. Three

Three UK has placed fifth on our list, with an Adorescore of 33. Some negative comments towards Three have led to high levels of disgust within mentions. The level of disgust is driven by mentions of low signal and connectivity issues.

Bad signal can lead to customer frustration due to missing important calls, their inability to contact others or simply connect to the internet. If these issue are ongoing, customer experience will suffer and loyalty will be reduced as a result.

have left now. Half way to Southampton on train and have barely had any signal at all. Not even at Oxford station. Useless.

— Roger Holden (@fazer_rider) March 16, 2017

@ThreeUKSupport any reason there's been bad signal for the last 4/5 days in the area I work? UB9 5AJ #frustrating #notthefirsttime

— Jack Singleton (@jcsingleton89) March 21, 2017

6. Vodafone

Lastly, Vodafone came last of our analysis meaning they provide the worst customer experience when compared to the previous five. Vodafone have a relatively Adorescore of 26, with sadness being the prevailing emotion throughout customer mentions.

High levels of sadness are due to customers being let down by customer service agents not returning their calls when promised. Customers who have reached out to Vodafone for help are told they will be given a call back. Vodafone are sabotaging customer experience by not following up on those promises.

This would be an opportunity for Vodafone to better their telephone communication with customers.

@VodafoneUKhelp the bad service continues. Been waiting 2 weeks for a phone call to set up payment plan that was promised to me within 48hrs

— Kate Callaway (@ktcurlz) March 22, 2017

@VodafoneUKhelp you was meant to call my boyfriend to take payment last night & you never did! Terrible customer service!

— michelle de feo (@michelledefeo) March 16, 2017

The results show that Tesco Mobile have won the title of Happiest Customers with a higher Adorescore and 34% more joy expressed by customers than the industry average. Vodafone and Three customers repeatedly mention poor customer service and network coverage issues.  If customer service is done well, it can elicit positive emotions, including trust and joy, which leads to improved customer experience.

Here at Adoreboard our emotion analytics tool Emotics provides a pathway to measure emotional intensity around experiences, understand the main themes driving emotional intensity and make informed decisions to actively improve customer experience and loyalty.

To find out how our software can help you or to book free demo, click here.