The quality of service provided by mobile phone networks is a key part of convincing customers to not go to a competitor, the co-founder of one consumer advice website has argued.

Neil McHugh of argued many mobile phone networks currently place a greater focus on acquiring new customers than they do on holding on to their existing ones.

“Support and aftercare [service] via networks and retailers’ websites could be improved upon,” he observed, adding “comprehensive FAQs [and] clear, concise returns policies” are two services firms should be focusing on providing in the long term.

His comments came after recent research by Satmetrix revealed a wide variation in the standard of service provided by mobile phone networks in the UK.

The study found O2 to be the leading company, winning praise for its network coverage, tariffs, customer service and promotions.

O2’s website was also found to be one of the best of three leading mobile phone retailers in a separate report by Syntagm, with eXpansys’s and Argos’s online portals also rated highly.

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