Click here to close now.

SYS-CON MEDIA Authors: VictorOps Blog, Tim Hinds, Mike Kavis, Peter Silva, Glenn Rossman

News Feed Item

New Global Survey Shows That Poor Customer Care Is a Prime Cause of Customer Churn for More Than Half Of Mobile Subscribers

Global survey also reveals nearly a quarter of global mobile subscribers rate their operator '5 out of 10' or less for customer care

PLANO, TEXAS -- (Marketwired) -- 02/19/14 -- A new survey conducted by Ovum on behalf of Tektronix Communications reveals that a third of all consumers still cite poor quality customer care as the most important reason for changing their mobile service provider, with over half stating it as one of the key reasons for switching.

Offering his view on the survey results, Lyn Cantor, President of Tektronix Communications commented: "Despite significant investment in human resource and infrastructure improvements in recent times, customer care continues to be a challenge for Operators, impacting key KPI's such as customer satisfaction and NPS scores, and presenting an ever increasing risk of churn."

With 23% of mobile subscribers only rating their operator 'five out of ten' or less for customer care and up to a quarter of subscribers planning to change providers in the next 12 months, the results underline the cause for concern that exists. The survey also points to a lack of consumer confidence in the ability of customer care agents to deal with and pinpoint the source of problems quickly. When asked to rate the ability of customer care agents to resolve an issue, respondents were least confident in an agent's ability to address poor network coverage, followed by a lack of confidence in the Operator's ability to deal with poor handset performance or dropped calls.

Cantor explains that improvements in problem response speed can be achieved by empowering care teams with effective end-to-end diagnosis and problem solving tools: "Our view is that whilst network upgrades remain critical to performance improvements, the greatest threat to superior customer care and customer experience lies in the siloed organizational structures and fragmented intelligence that exists within most Operator businesses.

"Operators need to combine the data they own with applications that link workflows between their network operations and customer care organizations to speed up identification and resolution of problems. The goal here is to improve the process from open trouble ticket to closed trouble ticket, leading to a fast and efficient dialogue with the subscriber."

The global survey, commissioned by Tektronix Communications, canvassed 3,500 mobile subscribers across EMEA, U.S. and Asia-Pacific. This new comprehensive study of consumer attitudes towards customer care, entitled "Who Cares, Wins - Customer Service Perceptions and Churn", explores how relationships with mobile operators are impacted by customer care and overall consumer experience of mobile services.

Operators risk losing up to a quarter of their subscribers, with 24% of respondents stating their intention to leave their mobile operator in the next 12 months. Almost a quarter of respondents admitted that they had changed providers in the last 18 months, with another 42% stating that they were at best undecided on changing providers.

According to the survey, the key drivers for churn among mobile subscribers are poor value for money (38%), network quality (34%) and a limited range of services and features offered by their mobile operator compared to other retail services available on the market (27%). Poor quality customer care was cited by 30% of respondents as the most important reason behind their decision to leave their mobile operator, with 53% stating it as one of several key reasons behind changing providers. The survey indicates that operators can improve customer care through speed of response to customer enquiries. It also reveals that an overwhelming 69% of subscribers expected to be able to reach a customer care agent quickly, with a further 64% placing great emphasis on how quickly their query is resolved by the agent.

"Operators can't rely on price and competitive service offerings alone to retain and attract customers," adds Cantor. "Customer care has become a critical success factor and is often one of the few differentiators in an increasingly commoditized marketplace. Approaching the challenge differently, leveraging innovation and information from the network and focusing on a "lean approach" to process cycle-time reduction is what we believe is missing in the Operator's approach today to drive breakthrough results. The results of the survey demonstrate that operators face the possibility of losing almost one in four subscribers to the competition unless they can ensure that customers are receiving levels of care that live up to their expectations.

"Subscribers' expectations of their service providers have changed as they consume mobile data services, using their devices to browse the web, stream video and access social media applications. Customer care is the key touch point for all subscribers when engaging with their operator and it needs to be able to keep pace with the needs of the end user. This can be achieved by arming customer care teams with the summarized performance data from the network in real time delivering a lens into a subscribers' last 10-20 calls and quickly being able to identify, communicate and direct trouble ticket actions around the degradation in voice, video or data services and the location they were in when it occurred."

Angel Dobardziev, Consulting Director at Ovum's Customer Insights team who lead the research, concluded: "The study shows that quality of customer care is a key concern for mobile users. If an operator is not equipped to cater for subscriber needs then it could significantly influence their decision to churn. Consumers want to be able to get through to a customer care agent promptly and they want their queries to be resolved quickly and effectively. As it stands, apart from dealing with billing queries, consumers don't feel customer service agents are equipped to do this as well as they should."

The "Who Cares, Wins - Customer Service Perceptions and Churn" survey covered 3,544 consumers, with nationally representative samples (age and gender) in Australia, India, Indonesia, Turkey, South Africa, UK, and the U.S. Full copies of the survey report will be available from Tektronix Communications at Mobile World Congress (Hall 1, Stand 1B30).

About Tektronix Communications

Tektronix Communications is uniquely positioned as the communications industry's first Telecommunications Intelligence Provider (TIP) offering both service assurance and monitoring and network intelligence solutions that uniquely cover all four dimensions of the service provider's environment: subscriber behavior, the services and applications they consume, the network environments they occupy and the technologies that enable them. Our comprehensive set of assurance, intelligence and test solutions and services support a range of architectures and applications such as LTE, HSPA, 3G, IMS, mobile broadband, VoIP, video and triple play. Tektronix Communications is headquartered in Plano, Texas.

More information on Tektronix Communications can be found at www.tekcomms.com

Follow us on Twitter at www.twitter.com/tek_comms or @Tek_Comms

Connect with us on our Facebook page, 4G Central at www.facebook.com/4gcentral

Tektronix Communications is a registered trademark of Tektronix, Inc. All other trade names referenced are the service marks, trademarks or registered trademarks of their respective companies.

More Stories By Marketwired .

Copyright © 2009 Marketwired. All rights reserved. All the news releases provided by Marketwired are copyrighted. Any forms of copying other than an individual user's personal reference without express written permission is prohibited. Further distribution of these materials is strictly forbidden, including but not limited to, posting, emailing, faxing, archiving in a public database, redistributing via a computer network or in a printed form.

Latest Stories
VictorOps is making on-call suck less with the only collaborative alert management platform on the market. With easy on-call scheduling management, a real-time incident timeline that gives you contextual relevance around your alerts and powerful reporting features that make post-mortems more effective, VictorOps helps your IT/DevOps team solve problems faster.
Skeuomorphism usually means retaining existing design cues in something new that doesn’t actually need them. However, the concept of skeuomorphism can be thought of as relating more broadly to applying existing patterns to new technologies that, in fact, cry out for new approaches. In his session at DevOps Summit, Gordon Haff, Senior Cloud Strategy Marketing and Evangelism Manager at Red Hat, will discuss why containers should be paired with new architectural practices such as microservices ra...
Roberto Medrano, Executive Vice President at SOA Software, had reached 30,000 page views on his home page - http://RobertoMedrano.SYS-CON.com/ - on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, and SOA World Magazine. He is a recognized executive in the information technology fields of SOA, internet security, governance, and compliance. He has extensive experience with both start-ups and large companies, having been ...
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focu...
Operational Hadoop and the Lambda Architecture for Streaming Data Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing...
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes ...
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, it is now feasible to create a rich desktop and tuned mobile experience with a single codebase, without compromising performance or usability.
SYS-CON Events announced today Arista Networks will exhibit at SYS-CON's DevOps Summit 2015 New York, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Arista Networks was founded to deliver software-driven cloud networking solutions for large data center and computing environments. Arista’s award-winning 10/40/100GbE switches redefine scalability, robustness, and price-performance, with over 3,000 customers and more than three million cloud networking ports depl...
Application metrics, logs, and business KPIs are a goldmine. It’s easy to get started with the ELK stack (Elasticsearch, Logstash and Kibana) – you can see lots of people coming up with impressive dashboards, in less than a day, with no previous experience. Going from proof-of-concept to production tends to be a bit more difficult, unfortunately, and it tends to gobble up our attention, time, and money. In his session at DevOps Summit, Otis Gospodnetić, co-author of Lucene in Action and founder...
The speed of software changes in growing and large scale rapid-paced DevOps environments presents a challenge for continuous testing. Many organizations struggle to get this right. Practices that work for small scale continuous testing may not be sufficient as the requirements grow. In his session at DevOps Summit, Marc Hornbeek, Sr. Solutions Architect of DevOps continuous test solutions at Spirent Communications, will explain the best practices of continuous testing at high scale, which is r...
SYS-CON Events announced today that Open Data Centers (ODC), a carrier-neutral colocation provider, will exhibit at SYS-CON's 16th International Cloud Expo®, which will take place June 9-11, 2015, at the Javits Center in New York City, NY. Open Data Centers is a carrier-neutral data center operator in New Jersey and New York City offering alternative connectivity options for carriers, service providers and enterprise customers.
Thanks to Docker, it becomes very easy to leverage containers to build, ship, and run any Linux application on any kind of infrastructure. Docker is particularly helpful for microservice architectures because their successful implementation relies on a fast, efficient deployment mechanism – which is precisely one of the features of Docker. Microservice architectures are therefore becoming more popular, and are increasingly seen as an interesting option even for smaller projects, instead of bein...
Security can create serious friction for DevOps processes. We've come up with an approach to alleviate the friction and provide security value to DevOps teams. In her session at DevOps Summit, Shannon Lietz, Senior Manager of DevSecOps at Intuit, will discuss how DevSecOps got started and how it has evolved. Shannon Lietz has over two decades of experience pursuing next generation security solutions. She is currently the DevSecOps Leader for Intuit where she is responsible for setting and driv...
The explosion of connected devices / sensors is creating an ever-expanding set of new and valuable data. In parallel the emerging capability of Big Data technologies to store, access, analyze, and react to this data is producing changes in business models under the umbrella of the Internet of Things (IoT). In particular within the Insurance industry, IoT appears positioned to enable deep changes by altering relationships between insurers, distributors, and the insured. In his session at @Things...
In his session at DevOps Summit, Tapabrata Pal, Director of Enterprise Architecture at Capital One, will tell a story about how Capital One has embraced Agile and DevOps Security practices across the Enterprise – driven by Enterprise Architecture; bringing in Development, Operations and Information Security organizations together. Capital Ones DevOpsSec practice is based upon three "pillars" – Shift-Left, Automate Everything, Dashboard Everything. Within about three years, from 100% waterfall, C...