Swiss Telecom Market: Why the Federer Ad Doesn’t Build Customer Loyalty
We’ve all been there: You're in the middle of an important video call, or you’ve just hit the climax of your favorite show – and the connection drops. Frustration hits instantly. And with it, the thought: «I’m paying for this? Maybe it’s time to switch.»
In this article, you'll learn:
-
Why brand loyalty is built on reliability – not attention.
-
The emotional drivers behind why customers switch telecom providers.
-
What Swisscom is getting right – and where other providers need to catch up.
In a moment of frustration, it doesn’t matter if Roger Federer or Gülsha is fronting your telecom provider’s ad campaign. Sure, it’s clever. Likable. Entertaining. But it’s not what keeps people loyal. Customers stick around for reliability, great service, and brands that deliver on what they promise.
The Quiet Crisis in Swiss Telecom
On the surface, Switzerland’s telecom industry seems dynamic – full of innovation, competition, and new offers. But dig a little deeper, and the cracks begin to show. Customers are switching providers more than ever. They compare deals, test new players, and no longer buy into flashy marketing alone. Long-term loyalty? Often an afterthought.
The numbers speak for themselves: More than half of the Swiss population has switched mobile providers in the last five years – a historic low for customer retention. Just a decade ago, that number was only 32%. Today, it’s 52%.
Percentage of customers who have stayed with the same provider for over 5 years
A Cool Vibe Doesn’t Build Stability
While major telecom brands chase attention, their customers are asking different questions: Is my network reliable? Can I get support when I need it? Do I feel like more than just a number?
What matters isn’t the campaign – it’s the experience. Loyalty isn’t driven by slogans. It’s built through everyday interactions. The decision to stay or go is emotional, not rational. And it often happens in the moment when expectations are broken.
Our insights team – Philipp and Thomas – analyzed Swiss telecom customers at a deeper, emotional level. The results are clear: People aren’t chasing the next bargain. They’re looking for a provider that listens, responds, and delivers.
Among established providers, Swisscom stands out for meeting core needs like security, reliability, and strong customer service. Its brand message clearly aligns with what customers are looking for – a solid foundation of trust. Salt and Sunrise, by contrast, excel in brand image and innovation. They come across as modern and forward-thinking. But when it comes to delivering on performance, service quality, and everyday reliability – the areas that matter most – there’s a noticeable gap.
Loyalty Doesn’t Start at Sign-Up – It Starts With Culture
Many telecom brands focus heavily on acquisition. Special offers, sign-up discounts, new customer perks – it’s all designed to drive growth. But what happens after the contract is signed? Too often, the experience ends there. The relationship becomes transactional. There’s no brand culture, just sales operations.
Here’s the hard truth: It’s far more expensive to gain a new customer than to keep an existing one. And loyalty isn’t something you buy with a discount. It’s something you earn – by showing up consistently, solving real problems, and following through.
«The art of marketing is the art of brand building. If you are not a brand, you are a commodity. Then price is everything and the low-cost producer is the only winner.»
The most successful brands aren’t neccesarily the loudest. They’re the ones with the deepest relationships. Which raises the real question: Where does your brand promise actually align with your customers’ needs – and where does it fall short?
That’s exactly where we come in. With sharp insights, clear strategy, and a deep understanding of what drives lasting customer experiences.
*The Numbers Behind the Shift: Loyalty Is Slipping
Customer loyalty in the Swiss mobile communications market is declining, while clear differences between providers are emerging. As the market becomes more dynamic overall, some companies are more successful at retaining their customers in the long term.
More than 52% of Swiss mobile users have changed providers in the past five years. That’s the highest turn rate ever recorded.
In 2015, only 32% had switched over that same period. What’s driving the shift? A fast-moving market, hyper-competitive pricing, and the erosion of long-term trust. For the first time, fewer than half of Swiss customers have stayed with the same provider for more than five years.
These findings come from a recent study by bonus.ch, an independent Swiss comparison platform. As a neutral source, bonus.ch has tracked telecom trends for years, relying on representative surveys and clearly documented data.
Source: bonus.ch, Mobile Telephony Study 2024.
The average contract duration also reflects the trend of declining customer loyalty: fewer and fewer mobile customers remain with their provider long term. The proportion of those who have been with the same provider for more than five years is decreasing.
Swisscom customers appear particularly loyal: as of early 2024, around 82% had been with the provider for over five years. In comparison, this figure was just under 47% for Sunrise and only 43% for Salt. The statistics clearly highlight the differences in customer loyalty between providers.
Source: Statista, Length of affiliation of mobile telephony customers with a provider in Switzerland, retrieved on March 27, 2025.
