Consumers ‘feel little ?loyalty’ to mobile operators
45% would leave their current operator to acquire a new handset
Nearly half of consumers (45%) would leave their current mobile operator if they did not sell the handset they desired.
That is one of the findings of a survey of UK mobile customers by e-commerce solutions provider ATG.
The survey results asked customers what types of services they would like to see integrated into their brand experience.
The research also found that a large proportion of consumers across Europe do not feel loyalty to their current mobile operators, with 31% of those surveyed saying they have been with two mobile operators in the last five years. A further 10% of consumers reported they have been with three or more mobile networks in the last five years.
Customers rated their network’s current customer service as either ‘poor’ or ‘very poor’, and 72% of those surveyed only visit their operator’s website once a month, to check their bill online. Consumers also revealed they are keen for operators to improve customer service online. For example, one-third (33%) of customers surveyed said they would like to have ‘click to call’ services integrated into operators websites, to make contact simpler and easier when issues arise.
Meanwhile, 29% of those surveyed said they would like a more tailored homepage, with one in five (21%) in favour of personalised search results being offered by mobile operator homepage sites.
These results were similar to those found across Europe, seen in the charts below.
Fig.1: Brand loyalty, as measured by response to question: ‘Would you switch operators if your current operator did not have the handset you wanted?’
Fig.2: Additional services customer would like to have, broken down by country
Brendan Cooling, ATG’s director of client development for communication solutions, commented: “With saturated markets, mobile operators are increasingly fighting against customer churn, so improving online customer service and hence loyalty is hugely important.
“The means and technology for companies to personalise each customer’s experience is already available and relatively simple to integrate into existing websites. With more people heading online for customer service, this research should act as a wake-up call. Operators today must engage customers better and roll out personalised service online if they are to attract and retain customers.”