Best In-Store Customer Experience: Mobile Choice Awards 2012

A massive part of anyone’s smartphone purchase is the in-store customer service they receive. If you find yourself confronted by a Del Trooter-alike, chances are you’ll walk away with a super-plush new mobile packed with features you’ll never use or even know exist, or something woefully underpowered for your needs – a serious issue considering the 24-month standard contract term.

The following high-street network providers were voted by our readers as offering the best in-store customer experience. They speak to you as if you’re a human being instead of a wallet on legs, they listen to your needs and answer all of your questions with knowledge and passion. And because our 26.5k readers are spread right across the UK, you can take it as written that these retailers offer the best high-street shopping experience in the nation.


Winner: Vodafone


The nation has spoken, and Vodafone is the high street retailer that offers the best all-round customer experience in-store. Whether it’s transferring your contacts over to your new phone, helping you to select the perfect tariff or demonstrating how to use your mobile’s coolest features, Vodafone gets a massive thumbs up. Even Yoda seems impressed.


Runner Up: Three


Three’s commitment to ‘doing the right thing’ seems to have paid off, as the UK public has voted it into silver medal position for customer experience. From a warm greeting through to expert advice on both hardware and price plans – not forgetting the funky, bright, fresh look of the stores – Three is a worthy runner-up for this award.


Also Shortlisted

Carphone Warehouse

Carphone Warehouse sellers have the epic task of explaining to customers the difference between all of the different network tariffs and deals, but clearly they’ve more than matched this challenge as you showed great satisfaction with the in-store experience. As Graham Stapleton, Chief Operations Officer, explains: “Independent and impartial advice is paramount to ensure we provide the best deals and service possible.”



O2 has a massive UK presence, but that hasn’t affected their ability to provide an excellent one-on-one customer experience in-store. From the pleasing air-and-water design of its stores to the smart product recommendations and demonstrations of its staff, the UK public has shown its appreciation by voting O2 into our shortlist.



 As T-Mobile itself told us: “We’re dedicated to providing the highest level of support for customers, and have launched many initiatives to ensure our frontline teams provide great customer service. For the first time in the UK, T-Mobile customers will now be able to access highly trained specialist agents who are experts on specific devices and related operating systems.” It’s this level of dedication that won T-Mobile a spot in this year’s highly-competed shortlist.

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