41% Would Switch
From ICE
When competition
in cellular
service hits
Costa Rica,
would you switch
from ICE?
According to a
poll by Unimer
between October
and November
2009, 41% of
those polled
said yes.
The study took
account the
responses of 800
people over 18
years of age and
is only a
"probability",
according to
Valeria Lentini
who directed the
project.
The number one
cause of
dissatisfaction
with the
Instituto
Costarricense de
Electricidad
(ICE) is the
quality and
price of
service.
However, more
than half (51%)
of those polled
are ok with
ICE's prices,
though say that
service could be
greatly improved
and would not
switch.
Costa Ricans
really do not
have to compare
since ICE has
been the only
provider of
cellular service
in Costa Rica,
and although is
no longer a
monopoly,
continues to be
the only
provider until
competitors are
awarded a
license and
begin
operations,
possible as
early as the end
of the year, but
most likely in
2011.
In addition,
most cellular
users in Costa
Rica have the
same phone
number since
they got
connected and a
change of
operator would
also mean a
change of
number, some
going back
years.
During the past
year ICE has
been working on
improving
services by
installing more
towers and new
equipment and
training staff
in customer
service. Today,
a visit to an
ICE agency is
not as painful
as in the past
and the staff.
The institution
has also changed
it's image and
is now using the
social media,
like Facebook
and Twitter, to
connect with
users.
Currently there
are 105.000
users of the
TDMA (which is
being phased
out), 300.000
users of 3G (ICE
still has
650.000 lines
available) and
1.750.000 users
connected to the
GSM network.
"The innovation
of products and
services to
clients with
challenging new
proposals have
demonstrated the
ability of
development of
ICE", says
Elbert Durán,
director de
Comunicación
Corporativa del
ICE.
Durán assures
that ICE does
not neglect its
obligations to
customers is
betting on major
innovations to
keep customer
loyalty in the
future. |
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