The telecommunications industry's reputation for poor customer service has been much commented on but little analysed. This study seeks to assist in the three-party engagement between providers, consumers and regulators to improve industry performance. Building on a workshop conducted in 2006 by the Consumer Council of ACI, a small pilot survey was conducted to assess the adequacy of a description of a quality service provider and the performance of service providers against it. The survey suggests the need and a pathway for further public research, along the lines of research undertaken by providers for themselves.