Customer experience at the forefront of Saudi Arabia’s telecom sector

Saudi Arabia’s telecommunications industry is increasingly focused on customer experience. As the Kingdom advances its Vision 2030 agenda, telecom providers play a pivotal role in the wider digital transformation – but to succeed, they must first gain a deeper understanding of customer expectations.

A study from consultancy firm New Metrics surveying 600 respondents in Saudi Arabia reveals key insights into customer perceptions, satisfaction, and trust within the telecom sector. While there is strong branding and high digital adoption in the market, there are still challenges in several areas.

Telecom providers need to prioritize listening and building lasting trust in order to offer seamless experiences to their customers.

Market dominance and customer loyalty

STC holds a clear lead in the Saudi telecom market, with 56% top-of-mind awareness and 53% of respondents using their services. This dominance reflects years of investment and reliable service. In order to compete, competitors need to offer a clearly differentiated experience, not just better features.

Customer loyalty is primarily driven by functional performance. Good mobile internet speed and strong network coverage are cited by 60% of promoters as key reasons for recommending their provider. Customer service and value for money are also very important. Saudi Arabia’s Mobile Number Portability (MNP) law, which allows free and easy switching, means that loyalty is earned daily through reliability and responsiveness.

Conversely, the top reasons for churn are poor network coverage (41%), dissatisfaction with pricing (31%), and unmet needs from current plans (28%). This highlights how KSA telecom companies need to focus on real, tangible things like reliability and responsiveness rather than novelties.

The digital shift and service quality

The main deciding factor for most customers is still service quality, which is considered more important than digital convenience. Customers appreciate prompt and effective support, even over advanced apps or websites. While mobile apps dominate digital engagement (79% of users), telcos still have an opportunity to better communicate the value of these digital services.

Apps are now a core customer experience platform, demanding constant optimization for performance, usability, and simplicity.

Confidence in digital security is high, with 88% of respondents confident about their provider’s online platforms. This trust is crucial for continued digital adoption and allows telcos to explore more personalized services.

Physical branches and visible innovation

Even with widespread digital adoption, physical branches are still important, with 68% of respondents visiting one in the past year. Branches are essential for complex transactions, resolving issues, and building trust. Companies need to ensure seamless integration between digital and in-person experiences.

While 74% of respondents view their provider as innovation-aware, nearly one in four still see them as lagging or old-fashioned. This perception gap suggests that innovation efforts are not always visible or effectively communicated to customers. Telcos must become better storytellers, linking technological advancements to tangible customer benefits.

“Saudi Arabia’s telecom sector is no longer competing solely on infrastructure or pricing. The new battleground is experience,” said Mounir Mekkaoui, principal at New Metrics.

“As customers become more digitally connected and service-aware, expectations have shifted toward speed, reliability, and support that are delivered seamlessly across both digital and physical channels. In the race to lead, connection is no longer enough. Experience is what keeps customers loyal.”