South African telecommunications company, rain, is known for its innovative approach to mobile data and internet services. The company’s strategy focuses on simplicity and flexibility, offering customers unlimited data options without contractual constraints.
Since 2021, rain has been on a company-wide mission to deliver superior products, networks, and support to customers. To support this mission, rain enlisted data-as-a-service provider, DataEQ, for real-time insights that would guide strategic improvements in customer sentiment. As a result, rain saw a drastic improvement in public sentiment from 2020 to 2024. This case study unpacks how they achieved this.
The Challenge
In 2020, despite deploying over 2000 sites to expand its network, the new incumbent faced challenges with the huge influx of interested customers, and was perceived more negatively when compared to other operators like MTN, Telkom and Vodacom.
The Solution
Armed with real-time data and DataEQ’s Analyse tool, rain was able to transform customer feedback into strategic change across the business, significantly impacting customer satisfaction.
- Launching new products tailored to customer needs
- Building their own customer service platform
- Empowering every member of the support team using DataEQ tools
- Enhancing customer service responsiveness through the Engage tool
- Encouraging positive reviews via platforms such as Hellopeter
The Results
By 2024, rain was the top performing network provider, achieving a notably higher Net Sentiment score that was 24pp higher than the rest of the Telecoms Industry average. While other telcos and ISPs began to show modest improvements, rain remained the clear leader, continuing to generate a higher proportion of positive online feedback relative to complaints.
Both Operational and Reputational Net Sentiment improved significantly:
Online responsiveness in 2024 was 81%, an improvement of 34pp from 2020.
Staff praise drives positivity for rain
By 2024, staff compliments drove 50% of all operational praise and rain led the industry with customer service sentiment.
