The State of Customer Experience in Nigeria 2019 Report: A Focus on Internet Service Providers (ISPs)

The State of Customer Experience in Nigeria 2019 Report: A Focus on Internet Service Providers examined the quality of customers’ internet service experiences across Nigeria and identified the factors influencing satisfaction, dissatisfaction, loyalty, switching behaviour, and customer advocacy. The study engaged internet service users across 14 locations in Nigeria, including Lagos, Abuja, Adamawa, Akwa Ibom, Anambra, Delta, Kaduna, Katsina, Kogi, Ogun, Ondo, Osun, Plateau, and Rivers. It covered experiences with mobile network providers and broadband internet service providers. The research explored customer priorities, previous switching behaviour, likelihood to change providers, satisfaction levels, Net Promoter Scores, and comparative customer ratings across internet service providers. Findings showed an overall customer satisfaction score of 48%, an overall Net Promoter Score of -5, and a 33% neutral position across internet service experience parameters. Speed, reliability, service uptime, affordability, and customer service emerged as important drivers of customer choice and churn. Respondents who had changed providers cited slow internet speed, unreliable service, frequent downtime, poor customer service, and pricing among their reasons. Customers considering another provider were particularly influenced by more affordable pricing, faster service, greater reliability, and improved uptime. The report provides a locally grounded view of customer experience, loyalty, churn, and competitive performance within Nigeria’s telecommunications and broadband market in 2019. It forms part of the State of Customer Experience in Nigeria research series.