A recent survey done by the Nielsen Company revealed that among all the prepaid mobile broadband service providers, Globe Tattoo tops its competitors. The catch here is that Globe was also the one who paid for the survey done by the Nielsen Company.
I don’t blame Globe for commissioning the survey. Service providers like them really need to do regular surveys so they can assess the quality of their service and the consumers’ perception of their brand or product offerings.
The problem with surveys like these is that when you publicize the results, there’s already a conflict of interest. The trust rating also drops especially when the one who paid for the survey was also the winning party in that survey.
In the end, the story sounds more like an endorsement rather than a reflection of reality. It does more harm to the brand who commissioned the survey and especially the survey firm who did the job. I don’t think this survey has gotten any press is any of the other competing brands topped the survey.
My suggestion to Globe, Smart & Sun and all the other brands that want to do public surveys?
- Continue doing those surveys. Do them regularly.
- Keep the results of the surveys to yourselves — whether its in your favor or your competitors.
- Stop making excuses why you wanted to publicize the results. We’ve heard enough of those “we initially did this for internal research but the results were so good we’re just so excited to share it with you…”
If you don’t, you’re just wasting your customers money which you can set aside to improve your services.
Disclosure: Globe Telecom & Sun Cellular are sponsors of this site.