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Broadband providers must meet customer expectations across all areas if they are to avoid subscriber churn, it has been claimed.

According to a new report from Orchid Consulting, customers are continually switching internet service providers (ISPs) due to issues such as speed, price, reliability and customer service.

But according to the report, there is no direct relationship between customer satisfaction and continued loyalty – as 81 per cent of subscribers say they are happy with their ISP.

This emphasises the scale of the challenge faced by broadband providers, with happy customers still prepared to go elsewhere for web services should they receive a better offer.

Keith Gait, Principal Consultant at Orchid Consulting, commented that ISPs cannot focus simply on one aspect of their offering.

"Purchasing decisions and switching decisions are much more complex than any one single issue," he noted.

Earlier this year, marketing intelligence company Infogroup claimed that three in ten Brits rely on advice from friends and family when planning to switch to another broadband provider.

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