Australians are spoiled for choice when it comes to choosing an ISP and, thanks to the National Broadband Network (NBN), it’s easier than ever to switch providers. You could decide to swap providers over their lunch break and have a new Internet service by the time they get home!
As a result, ISPs need to be increasingly aware of what consumers want. Roy Morgan research shows Australians are more than willing to make the switch if they’re not happy with their provider – 15 per cent of households with the NBN either switched to the NBN or changed their NBN service provider in the past 12 months.
It’s no question that customer loyalty is vital for ISPs but to earn it, they need to meet consumer expectations and understand what Australians are looking for in an ISP.
What are Australians are looking for in an ISP?
According to a survey conducted by Choice, a leading consumer advocacy group, there are four main drivers for Australians changing their ISPs:
To find a cheaper plan (29%)
To get a better data allowance/better plan (27%)
Moving to the NBN (23%)
To get a better connection speed (21%)
Internode, who has been named ‘Australia’s #1 Home Broadband Service Provider’ by Roy Morgan Research, focuses on addressing each of these pain points that cause consumers to consider a switch in order to provide excellent customer service.
Price and data allowances are clearly critical to the Australian consumer. It is worth noting, however, that having a priority on price doesn’t necessarily mean that Australians want the cheapest broadband they can find.
Australians are aware that cheap doesn’t always mean you’ll get the fastest average speeds offered by a premium service provider, and those that play online games, or use streaming services such as Netflix, are aware of the improved experience that comes with fast connections and are willing to pay extra for better quality.
Australians are also aware of how much data they need for their Internet lifestyle. Not everybody needs an unlimited data plan. If people can find a cheaper plan that meets their data needs, they will happily make the switch.
It is important for ISPs to offer choice in order to cover the gamut of different ways that Australians are using the Internet. Internode, for example, offers a comprehensive range of premium NBN services, as well as alternative solutions for people in areas where the NBN is not yet available. As one of the first ISPs in Australia, Internode has nearly 25 years of experience in the industry. Their team of passionate internet enthusiasts understands the premium that consumers place on having variety and innovation within the plans they choose. That’s why IPv6 support is available across all of their NBN plans at no extra cost.
Having optional add-ons to services, such as Power Packs and Business Packs, also helps Internode consumers further customise their service to meet their specific needs. Whether it’s a Static IPv4 address or priority business support, Australians are very aware of what they need from their ISP, and they’re willing to switch providers to find it.
How the NBN is changing the ISP landscape
The NBN is significantly changing Australia’s Internet landscape by successfully delivering faster Internet speeds to more Australians, and providing consistency in service across the country. Previously, consumers in locations outside of the densely populated metropolitan areas struggled to find an Internet service that met their needs. ADSL to regional communities was expensive and there was a lack of service providers from which to choose.
A key benefit of the NBN has been to inject sustainable competition into the market. Now consumers can directly compare one ISP’s offering to another, as the technology underpinning the NBN is similar wherever you are.
What makes a great Australian ISP?
Apart from offering a wide range of services and competitive pricing, ISPs must offer quality technical and customer support, and bill clarity.
Excellence in these areas has led Internode to being recognised as one of Australia’s leading ISPs. In addition to the Roy Morgan Research award, Internode recently received Canstar Blue's 2018 Most Satisfied Customers award in three categories: NBN, ADSL and Bundled Phone & Internet. It is the first time one Internet provider has received the three Canstar Internet awards simultaneously.
For more information on what makes on Internode and the services and solutions it offers, click here.