Survey: Customers Need More Love from Their Mobile Operators

Posted: February 21st, 2012 | Author: | Filed under: News | Tags: , , , , , , , | 6 Comments »

Perfecting the customer experience has long been the goal for many communications service providers (CSPs). We certainly saw this issue reflected upon at last year’s Mobile World Congress. However, each year, as customer demands become more complex, it’s increasingly important for operators to do everything in their power to understand and anticipate customers’ needs and deliver on them.

We at Comptel wanted to gauge what customers think about their relationships with their mobile operators, and shed light on how mobile operators can better engage with them to increase loyalty and capitalise on potential upsell opportunities. (A big thank you goes to research firm Vanson Bourne who we commissioned last month to survey 2,000 consumers from across the United Kingdom, France, Germany and the United States.)

The survey findings clearly indicate that customers need more love from their mobile operators. Two-thirds of respondents said that they feel neglected by their mobile operators, and more than two in five are likely to churn within the next two years as a result.

Would you appreciate your mobile operator being more interactive with you based on how you use its services?

More interaction would certainly go a long way in ensuring customer satisfaction. For instance, more than one in five respondents reported experiencing poor quality of service (QoS) at least once a week. Yet, the majority of customers (72 percent) are largely willing to forgive and forget if their mobile operator apologised and sent a special offer. Younger customers aged 18-25, in particular, are most likely to become more loyal if shown more love.

If your mobile operator noticed this poor service when it happened and sent you an offer (e.g. free coffee at Starbucks) and apologised, would you be more loyal to them?

The survey also revealed that there are significant revenue opportunities to be had if mobile operators were more attentive to their customer bases. Nearly three in five respondents said that if their mobile operator offered faster download rates, they would pay for it. In fact, nearly one in five respondents said that they would be willing to pay more than five pounds, euros or dollars extra monthly for such an upgrade.

If your mobile operator offered you faster download rates, how much would you pay for this a month?

Like I said in today’s press release, with so many customers expected to churn if their needs are not better met, mobile operators need to adapt to their demands for more personalised and dynamic services to survive. Comptel believes real-time data collection and analysis and increased customer interaction are critical to fostering loyalty and maximising revenue opportunities.

A full copy of this research report will be available at our booth at Mobile World Congress (27 February – 1 March in Barcelona) in Hall 1 at Stand 1C06, or email comptel.marketing@comptel.com. We hope to see you at the show and look forward to discussing the issue of customer engagement further in the coming months.


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