Less TalkTalk and more action

Following today’s strategy update from The Carphone Warehouse for the year to March 2008, Steve Weller, Head of Communication Services at independent price comparison and switching service uSwitch.com, comments: “TalkTalk’s target of reaching 3.5 million customers by March 2008 – an increase of one million over three years - is relatively modest compared to the growth the business has seen over the last 12 months. It indicates that TalkTalk is looking towards organic growth rather than further acquisition.

“Six months down the line from the purchase of AOL, TalkTalk has yet to fully integrate the brand into its business and we don’t expect this to be complete until Q1 next year.”

Weller continues: “The real test for TalkTalk will come in the next six months, as those who signed up to the ‘free’ broadband offer come to the end of their 18 month contract. uSwitch.com data shows that an increasing number of customers on TalkTalk's ‘free’ broadband deal are already considering the other options available, quite possibly as a result of the poor customer service they have had to endure.

“If it is to prevent customers from jumping ship at the earliest opportunity, it’s imperative that TalkTalk sticks to its promise of delivering a first class customer service. We have seen today a strategy focussed towards business growth – but we have yet to see real commitment towards putting the customer first.“