Level of satisfaction and loyalty in B2B

B2B-clients satisfaction and loyalty:
telecommunications
Please note that all data in the report has been changed and serves for demonstration purposes only

General information
TA R G E T
P R O J E C T
Assessment of satisfaction with the quality of
services, assessment of the level of popularity of
telecommunications service providers in the city
TA S K S
• Assessing satisfaction with current cooperation
• Assessing the degree of loyalty
• Top-of-mind of telecommunications brands
• Assessing spontaneous awareness of telecommunications
brands
• Estimation of induced awareness of telecommunications
brands
G E O G R A P H Y
Capital
O B J E C T S O F
R E S E A R C H
Organizations
M E T H O D O F
R E S E A R C H
Telephone survey B2B
S A M P L E S I Z E
3603 respondents
T I M E L I N E S
2
April 2023

Users of telecommunications services
3
The study involved organizations of various scales of activity:
from small to large businesses.
The largest number of surveyed organizations belong to
medium-sized businesses (from 30 to 200 employees).
The most common industries in which respondents work: trade, transport,
construction and manufacturing.
0,2%
0,2%
0,2%
0,2%
0,2%
0,3%
0,3%
0,3%
0,5%
0,7%
0,7%
1,0%
1,0%
1,2%
1,2%
1,7%
6,5%
10,4%
11,7%
29,6%
32,1%
0,0% 5,0% 10,0% 15,0% 20,0% 25,0% 30,0% 35,0%
Пищевая промышленность
Добыча сырья
ВПК
Металлургия
Таможня
Научное учреждение
Приборостроение
Логистика
Машиностроение
Пищевая промышленность
Инжиниринг
СМИ
Энергетика
Медицина
Легкая промышленность
Телекоммуникационные услуги
ИТ
Производство
Строительство
Услуги
Торговля
N=3603
From 100 to 200
employees; 24%
From 30 to 100
employees; 45%
Up to 30
employees; 14%
Over 500
employees; 5%
From 200 to 500
employees; 12%
Trade
Services
Construction
Production
IT
Telecommunications services
Light industry
Medicine
Energy
mass media
Engineering
Food industry
Mechanical engineering
Logistics
Instrumentation
Scientific institution
Customs
Metallurgy
Military-industrial complex
Extraction of raw materials
Food industry

4
10,8%
11,9%
12,3%
16,7%
23,7%
40,0%
44,6%
71,6%
100,0%
Аренда инфраструктуры
Аренда виртуальных серверов
Системная интеграция
Объединение офисов
Хостинг
IP-телефония
Мобильная корпоративная связь
Фиксированная телефония
Интернет
Among the services used by
respondents, the most popular are:
Internet and fixed telephony.
About half of respondents use mobile
corporate communications and IP-
telephony
Use of telecommunications services
N=3603
Internet
Fixed telephony
Mobile corporate
communications
IPtelephony
Hosting
Consolidation of offices
System integration
Virtual server rental
Infrastructure rental

5
In small organizations with up to 30 employees all respondents
use the Internet, and fixed telephony services, mobile corporate
communications andIP-telephony.
3,5%
5,3%
7,0%
7,9%
8,8%
28,1%
35,1%
64,9%
100,0%
Хостинг
Мобильная корпоротивная связь
Интернет
In organizations with a number of employees from 30 to
100 employees the most popular services are the Internet,
fixed telephony, mobile corporate communications and IP-
telephony.
10,6%
7,2%
9,4%
14,7%
25,7%
40,4%
45,3%
68,3%
100,0%
Хостинг
Интернет
N=3603
Internet
Fixed telephony
Mobile corporate
communications
IPtelephony
Hosting
System integration
Internet
Fixed telephony
Mobile corporate
communications
IPtelephony
Hosting
System integration

6
In organizations with 100 to 200 employees most often use the
Internet, fixed telephony, mobile corporate communications and
IP-telephony.
In larger organizations with 200 to 500 employees the most
popular services are: Internet and fixed telephony.
12,1%
17,9%
20,0%
25,0%
42,1%
45,7%
78,6%
100,0%
Хостинг
Интернет
19,4%
22,6%
22,6%
30,6%
38,7%
45,2%
51,6%
80,6%
100,0%
Хостинг
Интернет
N=3603
Internet
Fixed telephony
Mobile corporate
communications
IPtelephony
Hosting
System integration
Internet
Fixed telephony
Mobile corporate
communications
IPtelephony
Hosting

7
Organizations with more than 500 employees use a lot of services.
22,7%
27,3%
27,3%
31,8%
40,9%
59,1%
68,2%
77,3%
100,0%
Хостинг
Мобильная корпоративная свзяь
Интернет
Among the sources of information about suppliers, the most common are
recommendations from colleagues, Internet searches, a call from a sales
manager, and specialized websites.
N=3603
Internet
Fixed telephony
IPtelephony
Mobile corporate
communications
Hosting
System integration
Sales manager
call; 15.5%
Search engine
results; 21.9%
Recommendatio
ns from
colleagues;
32.5%
Specialized sites;
14.3%
Exhibitions; 1.8%
Forums; 8.4%
Recommendations
in communities;
2.0%
Print mass-media;
3.6%

PROMOTION OF TELECOMMUNICATIONS
SERVICE PROVIDERS

9
According to the “first named” criterion, the leading companies among
telecommunications service providers are “Company A”, “Company B”
and “Company C”.
19,1%
0,5%
0,7%
0,7%
0,9%
1,2%
1,4%
2,7%
3,4%
9,1%
15,5%
19,4%
25,3%
Другие
ТрансТелеком(ТТК)
Мастертел
Нет Бай Нет
Гарс Телеком
Вестколл
Манго Телеком
Акадо телеком
Мегафон
МГТС
Ростелеком
МТС
Билайн Бизнес
In terms of segments (by business size), the companies “Company A”,
“Company B”, “Company B” and “Company D” are also leaders.
In the small business segment (number of employees up to 100)
positions are occupied by the following companies:
• "Company A"
• "Company B"
• "Company B"
• "Company G"
Другие
ТрансТелеком (ТТК)
Мастертел
Гарс телеком
Вестколл
Мегафон
МГТС
МТС
до 30
от 30 до 100
First mention
N=3603
up to 30
from 30 to 100

10
In organizations from 100 to 500 people, the leading companies are:
• "Company A"
• "Company B"
• "Company G"
• "Company B"
• "Company D"
In large organizations (more than 500 employees) the most famous
suppliers are: “Company A”, “Company B” and “Company E”.
Among other suppliers, the companies named were “Company C”,
“Company L”, “Company K”, “Company T”, “Company N” and
“Company C”.
Другие
Мастертел
Вестколл
Мегафон
МГТС
МТС
Билай Бизнес
100-200
200-500
First mention
N=3603
100-200
200-500
Company A;
23.80% Other;
28.60%
Company B;
19.0%
Company C;
14.30%
Company D;
4.80%
Company E;
9.50%

Spontaneous fame
11
In terms of spontaneous popularity, the leading companies are “Company A”, “Company B”,
“Company B”, “Company D” and “Company D”.
Provider TOTAL
1 Company A 52.2%
2 Company B 46.1%
3 Company B 29.4%
4 Company E 27.2%
5 Company D 20.7%
6 A telecom 8.5%
7 Westcall 3.5%
8 Mastertel 2.3%
9 Wow Telecom 2.2%
10 No Bai No 1.7%
11 Byte telecom 1.3%
12 Trans-Telecom 1.3%
13 Service Telecom 1.3%
14 Company X 1.0%
15 Company Z 1.0%
In the small business segment
(number of employees up to 100)
the following companies occupy a
confident position:
• "Company A"
• "Company B"
• "Company B"
• "Company E"
Манго телеком
Центел
Энфорта
МТТ
Мастертел
Вестколл
МГТС
Мегафон
МТС
до 30
от 30 до 100
N=3603
up to 30
from 30 to 100

12
In organizations from 100 to 500 people, the leading companies are:
• "Company A"
• "Company B"
• "Company B" and
• "Company E"
• "Company D"
In large organizations (more than 500 employees) the best known suppliers
are “Company B”, “Company A” and “Company B”.
Центел
Энфорта
МТТ
Мастертел
Вестколл
МГТС
Мегафон
МТС
100-200
200-500
4,50%
4,50%
4,50%
9,10%
13,60%
13,60%
13,60%
36,40%
54,50%
63,60%
МГТС
МТТ
Вестколл
Мегафон
МТС
Spontaneous fame
N=3603
100-200
200-500

Induced fame
13
The induced fame indicator reflects the effectiveness of advertising and
marketing promotion of a brand/company.
The leading companies in terms of induced popularity are:
• "Company D"
• "Company E"
• "Company B"
Provider TOTAL
1 Company B 90.5%
2 Company E 89.2%
3 Company B 88.4%
4 Company A 86.2%
5 Company D 85.9%
6 A telecom 71.4%
7 Super telecom 45.4%
8 Centel 39.8%
9 Trans Telecom 38.4%
10 Westcall 27.1%
11 Mastertel 25.6%
12 Xtelecom 21.9%
13 Z telecom 20.3%
In the small business segment (number of employees up to 100) the leading companies
are “Company E”, “Company B”, “Company A”.
Энфорта
Вестколл
Мастертел
МТТ
Центел
МГТС
Мегафон
МТС
до 30
30-100
N=3603
up to 30
from 30 to 100

14
In organizations from 100 to 500 people, companies are
leading"Company B", "Company B", "Company A".
In large organizations (more than 500 employees)the most
famous suppliers are: “Company E”, “Company A” and
“Company B”.
37,10%
29%
38,70%
43,50%
50%
54,80%
64,50%
77,40%
90,30%
93,50%
93,50%
96,80%
95,20%
19,30%
19,30%
27,90%
30%
42,10%
48,60%
50%
80%
93,60%
93,60%
95,70%
95,70%
96,40%
Энфорта
Мастертел
Вестколл
Центел
МТТ
МГТС
Мегафон
МТС
100-200
200-500
31,8%
36,4%
40,9%
45,5%
54,5%
63,6%
77,3%
81,8%
90,9%
95,5%
100,0%
100,0%
100,0%
Мастертел
Энфорта
Вестколл
Центел
МТТ
МГТС
МТС
Мегафон
Induced fame
N=3603
100-200
200-500

16
The leading companies in current cooperation are “Company
B”, “Company A”, “Company D”, “Company E” and “Company
B”.
Provider TOTAL
1 35.0%
2 33.2%
3 22.4%
4 19.6%
5 16.4%
6 5.6%
7 3.5%
8 3.5%
9 3.0%
10 2.0%
11 1.8%
12 1.8%
13 1.7%
14 30.8%
In the segment of organizations with up to 30 employeesThe leading companies are
“Company A”, “Company B”, Company E”, “Company D” and “Company B”.
In the segment of organizations with a number of employees from 30 to 100 peopleThe
leading companies are “Company B”, “Company A”, “Company D”, “Company E” and
“Company B”.
Другое
МТТ
Энфорта
Центел
Вестколл
Мастертел
МГТС
Мегафон
МТС
до 30
30-100
Current cooperation
N=3603
up to 30
from 30 to 100

17
In the segment of organizations with the number of employees from 100
to 200 the leading companies are “Company A”, “Company B”, Company
D”, “Company E”, “Company B”.
In the segment of organizations with the number of employees from 200
to 500 the leading companies are “Company A”, “Company D”, “Company
B”, “Company C” and “Company E”.
2,1%
2,9%
3,6%
3,6%
3,6%
4,3%
5,0%
5,0%
18,6%
19,3%
21,4%
22,9%
40,0%
40,0%
4,8%
11,3%
4,8%
3,2%
1,6%
1,6%
8,1%
4,8%
24,2%
16,1%
30,6%
25,8%
40,3%
29,0%
Энфорта
МТТ
Вестколл
Центел
Мастертел
Мегафон
МГТС
Другое
МТС
200-500 100-200
Among large organizations (more than 500 employees) the largest
number work with:
• "Company B"
• "Company B"
• "Company E"
50,0%
4,5%
4,5%
4,5%
9,1%
9,1%
18,2%
18,2%
22,7%
31,8%
31,8%
Другое
МГТС
МТТ
Вестколл
Мегафон
МТС
Current cooperation
N=3603
200-500 100-200

SATISFACTION WITH THE LEVEL
ROUTINE MAINTENANCE

19 Satisfaction with the performance of suppliers in the market
In general, the level of satisfaction with the work of
market suppliers (index NPS) is 22.38%.
1. "Promoters"- respondents whose level of
satisfaction with the provider is 9 and 10 points.
The share of such respondents was 27.3%.
2. "Neutrals"- rate the level of satisfaction at 7-8
points.
3. "Critics"- the level of their loyalty is assessed at 0-
6 points.
-10,0%
-9,1%
0,0%
10,0%
16,9%
17,5%
17,6%
18,2%
20,2%
23,8%
39,3%
50,0%
50,0%
-20,0% -10,0% 0,0% 10,0% 20,0% 30,0% 40,0% 50,0% 60,0%
МТТ
МТС
Мегафон
Энфорта
Вестколл
МГТС
Мастертел
Центел
* for all companies, with the exception of “Company B”, “Company A”, “Company D”, “Company E” and “Company C” index
calculation NPS is not representative due to the small number of respondents.
N=3603

Satisfaction with the work of suppliers by business segments
20
The highest level of satisfaction with the
work of suppliers is observed among
small business organizations with 30 to
100 employees, the average score is 8.09
points on a 10-point scale.
The lowest level of satisfaction is among
micro business organizations (up to 30
employees) – 7.66 points.
7,66
8,09
7,85
7,92
7,69
7,4
7,5
7,6
7,7
7,8
7,9
8
8,1
8,2
До 30 30-100 100-200 200-500 Более 500
N=3603
Up to 30 30-100 100-200 200-500 More than 500

Reasons for dissatisfaction with suppliers
21
Among the reasons for dissatisfaction with suppliers, the most common is poor
communication quality.
5,50%
9,30%
10,30%
24,80%
24,80%
26,20%
32,80%
Отсутствие отдельно взятых услуг или сервисов
Ненадежность
Не устраивает соотношение цены и качества
Высокая цена
Постоянные перебои в работе
Низкий уровень сервиса/ обслуживания
Низкое качество связи
Among small organizations (up to 30
employees) the largest number of negative
reviews received poor communication quality
and constant interruptions in work.
Organizations with 30-100 employees most
often they are not satisfied with the poor
quality of communication and poor quality of
service.
Among organizations with 100-200
employees the greatest dissatisfaction is
caused by poor communication quality and
high prices.
Medium companies with 200-500 employees
are generally dissatisfied with constant
disruptions in work, and workers large
organizations complain about the low level of
service.
N=3603
Poor connection quality
Low level of service
Constant interruptions in work
High price
Not satisfied with the
price/quality ratio
Unreliability
Lack of certain services or facilities

22
Poor
connection
quality
Low level of
service/maintenance
Not satisfied with
the price/quality
ratio
High price Unreliability
Constant
interruptions in
work
Lack of separate
services
Company B 33.3% 33.3% 6.7% 26.7% 13.3% 20.0% 3.3%
GarsTelecom 40.0% 0.0% 20.0% 20.0% 20.0% 0.0% 0.0%
Company A 22.9% 22.9% 15.7% 25.7% 8.6% 27.1% 4.3%
Company B 36.4% 24.7% 9.1% 27.3% 2.6% 18.2% 2.6%
MTT 33.3% 16.7% 16.7% 83.3% 16.7% 0.0% 0.0%
TTK 16.7% 50.0% 0.0% 33.3% 0.0% 16.7% 0.0%
Centel 0.0% 0.0% 0.0% 0.0% 100.0% 0.0% 0.0%
Company E 33.3% 20.0% 2.2% 17.8% 4.4% 24.4% 6.7%
Westcall 0.0% 0.0% 33.3% 33.3% 16.7% 16.7% 0.0%
Company D 29.0% 29.0% 9.7% 9.7% 9.7% 22.6% 12.9%
Akadotelecom 27.3% 18.2% 0.0% 0.0% 27.3% 36.4% 0.0%
Enforta 0.0% 100.0% 0.0% 0.0% 0.0% 0.0% 0.0%
Factors of dissatisfaction with individual suppliers
N=3603

REASONS TO WORK WITH CURRENT SUPPLIERS

24
5,8%
9,5%
11,1%
14,8%
16,1%
16,1%
22,2%
25,7%
27,5%
63,8%
Наличие уникальных услуг или сервисов
Бесперебойность работы
Высокий уровень сервиса/ обслуживания
Низкая цена
Надежность
Пользуемся телефонными номерами провайдера,
сложно отказаться
Высокое качество связи
Соотношение цены и качества
Монополия по подключению в здании
Давно сотрудничают, привыкли
The most common reason surveyed
organizations give for working with current
suppliers is habit.
Clients work with the company for two main
reasons:
• long-term cooperation/long contract,
• monopoly on connection in the building
Reasons for working with current suppliers
N=3603
They've been cooperating for
a long time, it's a habit
Monopoly on connection in
the building
Value for money
High quality communication
Using provider phone
numbers
Reliability
Low price
High level of service
Uninterrupted operation
Availability of unique
services or services

Market leading companies have the highest loyalty rates:
• "Company A"
• "Company B"
• "Company E"
• "Company B"
0,4%
0,9%
0,9%
1,1%
1,1%
2,0%
2,2%
3,5%
7,6%
13,3%
18,3%
20,9%
27,9%
Центел
МТТ
ТТК
Энфорта
Мастертел
Вестколл
МГТС
Мегафон
МТС
26
The most common reason why respondents are
willing to recommend a supplier is:
• value for money ,
• high quality communication,
• reliability,
• uninterrupted operation
TOTAL
Value for money 45.3%
High quality
communication
38.8%
Reliability 36.4%
Uninterrupted operation 33.3%
High level of
service/maintenance
24.4%
Low price 20.0%
Availability of unique
services or services
11.8%
Loyalty to communication service providers
N=3603

27
Summary
✓ Among the services used by respondents, the most popular are: Internet and fixed
telephony.
✓ The most common sources of information about suppliers are recommendations from
friends, colleagues, Internet searches, a call from a sales manager, and specialized websites
(supplier websites).
✓ Among the reasons for dissatisfaction with the work of telecommunications service
providers, the most common is poor communication quality.
✓ Clients of companies are mostly dissatisfied with the quality of communication, as well as the
price-quality ratio and unreliability.
✓ Clients work with companies thanks to: long-term cooperation and connection monopoly.
✓ The most common reason why respondents are willing to recommend a telecommunications
service provider is value for money, as well as high quality of communication, reliability and
uninterrupted operation.
✓ Customers will recommend companies because they consider them reliable and offer low
prices.

Level of satisfaction and loyalty in B2B

Level of satisfaction and loyalty in B2B

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