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Customers Yearn for the Personal Touch from Their Mobile Operators
Published on:
Nine out of ten customers desire personalised interaction with their mobile operators, and that they yearn for communication at every touch point -- from the first interaction when joining the service (35%), to when they are experiencing issues with the service (61%), to when their needs are changing (40%).
The survey, which was commissioned by Comptel and executed by independent research firm Vanson Bourne last month, polled 6,000 consumers from 12 countries across EMEA, Latin America and Asia Pacific on their service usage and spending habits, as well as their relationships and satisfaction with their mobile operators.
More than three quarters of consumers agree that one way mobile operators can improve their personal interaction with customers is by proactively recognising and acknowledging poor service quality when it happens. Nearly three out of five would like an apology or some form of compensation for the issues.
When asked to rank the top channels through which they interact with their mobile operators, half of respondents selected via phone as their main method, with just under a third noting online as their preferred option.
There is also significant revenue potential for mobile operators that personally interact with consumers when they have ad hoc needs. Almost two-thirds of consumers said that they would like to download large files to their devices more often if they had a better rate plan for their mobile data and bandwidth, and nearly half (49%) would pay for a temporary upgrade to download those files more quickly and improve their viewing experience, if offered. On average, these consumers are willing to spend $3.80 for such a boost -- accounting for an increase in ARPU of 12 percent.
"Mobile operators can spend as much as 20% of their revenue on churn compensation and customer retention, according to industry firm tefficient. While this number is staggering, it means there is a huge opportunity to earn customer loyalty," said Ulla Koivukoski, senior vice president, marketing and communications, Comptel." We believe that contextual intelligence at every touch point is key for achieving this, and as the survey results demonstrate, consistent, personalised interaction opens up the door for mobile operators to win consumers' hearts, efficiently utilise their assets and profitably monetise their offerings."
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