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Customer service is more important to mobile broadband customers than price, according to newly-conducted research.

A study undertaken on behalf of Convergys revealed that 17 per cent of respondents were happy to pay premium rates for a package coming with first-class customer service, but only five per cent said that they would pay the lowest price for a deal with poor subscriber support.

"The key lies in giving customers advice and offers which are tailored to their interests," said Jean-Herve Jenn, international president for Convergys.

He went on: "The good news is that operators already possess the data needed to turn content into cash - and an outsourcing partner focused on customer service can do the rest."

Other findings revealed that operators could do more to inform their customers about mobile broadband products available, with 47 per cent of those quizzed saying that they do not understand what the service can offer them.

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