Over the last few years there has been rising concern amongst customers in regards to Broadband advertising content. This in particular is in reference to the speed that is provided by various Broadband connection packages.

Speed performance is one of the key factors in a customer’s decision to purchase a Broadband connection. However, is this being communicated clearly and accurately to customers?

Due to the mismatch in advertised and actual broadband speed, many customers are left disappointed by the speeds they expect before and receive instead after they purchase a Broadband contract. From a customer’s point of view they are not receiving value for their money and are tied into their contract.

The Broadband market is very competitive and Broadband providers do compete on the speed performance of their service. However, for customers that are not educated about the Internet some of the advertisements may be viewed as being misleading.

There are a number of factors however, that are not in the control of the ISP to enable them to ensure that customers receive the service they pay for. This includes the usual problems of distance from the exchange, poor equipment, and contention rates.

Other factors that may put off customers include the whole technical jargon and sales “truth” that customers usually face. Both of these can affect the customer from making an informed purchase decision.

If a full effort is made from the ISP side then customers should be informed how far they are from their local telephone exchange and what other factors can affect their Internet performance levels in non-technical terms prior to purchase. Communicating this with customers then allows them to understand the service better and bridge the gap between levels of expectations and disappointment.