Today’s digital natives are setting a new standard for digital and communications service delivery. They make up “Generation Cloud,” characterised as independent, preferring to shop on their own terms, among a variety of options, and to make purchasing decisions in real time. They value personalisation and tailored recommendations over traditional marketing and sales tactics. And they’re primarily mobile, on-demand buyers, with 65 percent increasingly shopping on mobile devices versus at brick-and-mortar stores.
Naturally, the majority of users in today’s post-digital era will gravitate toward operators that recognize these values. The question, then, is how can operators create a digital buying experience rooted in those values? In January 2015, Comptel conducted a global consumer survey to shed some light on this.
Based on our findings, to win over Generation Cloud, operators need to act like less of a service provider, and more like a social companion. Sixty-five percent of consumers said they look to social circles to influence their buying decisions, and when youthink about the way we interact with our social circles, a very telling theme emerges. Our social interactions are incredibly personal and unique from person to person. Operators, take note.
Among social circles, we’re most strongly influenced by recommendations from others that truly know us, and our personalwants and needs. The way operators interact with their customers should be no different, and the numbers support that. Sixty percent reported that their buying decisions are directly influenced by tailored recommendations from their operators, and 62 percent are more likely to prefer an operator that makes personalised and relevant product recommendations as opposed to those that target them through mass promotions.
One example of how operators can offer this level of personalisation is the way they charge for data usage. We found that customers were fairly split on their pricing preferences across data plans, with about a third wanting to be billed by the amount of data used, while nearly the same number prefer pricing plans that are based on the amount of time spent using data. About a quarter would like to be billed on specific apps they use, and 10 percent think a combination of all three would be best.
Operators should be offering these options – recommending them, in fact – before customers even have a chance to ask for them, which means transforming business models to operate in Nexterday – the day after tomorrow.
Customers are independent – they don’t need an operator to tell them what to do. They do need an operator to give options. Not just any options, and especially not generalised or impersonal options, but ones that are the right fit for them as individuals. Consumers crave personalisation to guide their decision-making, and if operators are to get ahead (and stay ahead), they must put the power of dictating the buying experience in the hands of the consumer.
Download the complete findings of our 2015 global consumer research here: