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Customers Yearn for the Personal Touch from Their Mobile Operators, According to New Comptel Survey
By: Business Wire
Feb. 12, 2013 05:00 AM
New research, commissioned by Comptel Corporation (NASDAQ OMX Helsinki: CTL1V), has revealed that 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 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. The results also shed light on the importance of understanding each individual subscriber and his/her unique contexts, and leveraging this intelligence to best serve them and maximise business opportunities.
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 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, better bandwidth or a better device, 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.”
Full copies of the research report, with consumer data from Brasil, Chile, France, Germany, the Philippines, Poland, Russia, Saudi Arabia, South Africa, Spain, the United Kingdom and Vietnam, will be available at Comptel’s Mobile World Congress booth (Hall 6, Stand 6C30). It will also be available for download from the company’s website after Mobile World Congress or by contacting firstname.lastname@example.org.
Other Key Findings
Comptel, Vanson Bourne, customer engagement, contextual intelligence, Mobile World Congress, mobile operators, OSS, interaction, Tefficient, acquisition, retention, loyalty, churn, EMEA, Latin America, Asia Pacific, Brasil, Chile, France, Germany, Philippines, Poland, Russia, Saudi Arabia, South Africa, Spain, United Kingdom, Vietnam
About Comptel Corporation
Since 1986, Comptel has helped more than 290 service providers across 86 countries meet over one billion subscribers’ communications and infotainment needs. Comptel’s solutions are built on an Event – Analysis – Action strategic framework that leverages the company’s strengths in collecting and analysing Big Data and turning intelligence into opportunities in real time. Comptel’s service fulfillment, mediation, charging and policy control, and predictive social analytics products with implementation and professional services enable service providers to automate customer interactions and other business decisions, to create revenue, reduce costs and lessen churn. Comptel has a global team of more than 600 professionals, and net sales were EUR 77 million in 2011. For more information, visit www.comptel.com.
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