Consumers are increasingly relying on good quality customer service from mobile operators to solve their problems, a YouGov survey of more than 2,000 adults carried out on behalf of Firstsource Solutions showed Tuesday.

They have become concerned than ever before, given that technology and phone functionality becomes more complex and data remains vulnerable to hacking or data loss concerns.

“As coverage of a recent Ofcom telco complaints report on consumer complaints showed recently, as the complexity of phones and our reliance on them has grown, if your mobile stops working then so can you” said Sid Parashar, senior vice president, client relationship management, Firstsource Solutions. “That’s why receiving good customer service from your mobile operator is now more important than ever.”

Further, the study showed that users place practical considerations before running behind latest technologies in the smart phone industry. Cost was the most cited reason why people stay with a mobile provider for a long period of time, while customer services were in the third place.

India has nearly 900 mobile connections.