Mobile users are frustrated with service providers
A quarter of all urban mobile users say they are facing some sort of problem with their mobile operator, and on average Indian users face up to six different issues on at least a weekly basis. This was stated in a study done by Ericsson ConsumerLab’s India.
“For India, initial purchase experience and customer service emerged as priority touch points,” says Ericsson’s Region India Head, Chris Houghton. One in three urban mobile users claim they do not find mobile plans that best suit their usage patterns, and 85% rate quick activation of services as very important.
The study ranks 12 different service industries including mobile operators on nine performance attributes, including the ability to quickly solve problems, ease of making payments, and innovation. According to the study, resolving problems quickly has the maximum impact on driving consumer satisfaction across all industries.
The benchmarking analysis reveals that airlines, online shopping, and fast food industries are ranked high by consumers on overall consumer experience offered due to transparency, punctuality, and innovation.
Consumers expect mobile operators to deliver an experience that can match benchmarks set by other service industries. However, mobile operators are comparatively behind on such service expectations. “Growing mobile data usage brings complex customer service challenges,” says the report.
The ConsumerLab survey, which represents the opinions of 100 million urban Indian mobile consumers, finds that mobile broadband consumers with a positive service experience are three times more loyal to their operator than a consumer with a dissatisfied customer service experience. “Mobile broadband customer service needs more focus as smartphone users are twice as likely to face issues such as slow speeds and dropped data connections,” says Houghton.
Poor customer service, network or mobile internet performance accounts for half of the issues faced by mobile users who are looking to switch operators. The report suggests that in order to retain smartphone users, operators must fulfill basic needs such as high accuracy in billing/charging, high quality network performance and delighters such as assured mobile internet speeds, rewards, and loyalty programs.
Additionally, operators must equip customer care executives with the tools needed to improve service delivery. Highlighting the need for transformation in customer service, the study found that three out of five telecom customer care agents find it difficult to respond to the more complex queries presented by data intensive users.
Over 77% indicated a need for a single unified view of the customer’s account. This will help them take decisions in the best interest of consumers while improving consumer experience. The long hold times experienced when calling mobile operators’ customer care centers is often because 40% of agents claim they have to switch between four screens to solve a single query.
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