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Telco operators planning to enhance customer experience in 2015

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5th Dec 2014
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Operators in the telecoms sector are set to place customer experience at the heart of their 2015 strategy, according to a new study from the Wireless Broadband Alliance (WBA).

The report, which is compiled by Maravedis-Rethink, is released annually to investigate operators’ attitudes towards Wi-Fi.

However, this year’s research has found a general shift in thinking towards the importance of improving overall customer experience, with improving Wi-Fi hotspots seen as just one of the component involved in being able to do so.

70% of operators surveyed in the study better customer experience and therefore increased retention were the most important factors when deciding to invest in Wi-Fi. 41% also said this is the most important reason for next generation hotspot (NGH) deployments.

“What stands out from this year’s survey is a strong focus on the importance of overall customer experience rather than just speed and convenience, and it is cited numerous times as a key driver for the adoption of Wi-Fi,” said Caroline Gabriel, research director at Maravedis-Rethink.

“WBA initiatives such as global roaming and next generation hotspot are still being recognised as key enablers of the technology.”

From a customer satisfaction perspective, the telco sector has slowly seen its customer satisfaction scores drop below all-sector averages, according to the Institute of Customer Services (ICS) annual UK Customer Satisfaction Index (UKCSI).

Ofcom reported record complaint levels for the sector last year, and the UKCSI found that more people experienced a problem with their telecoms provider than with any of the 12 other sectors it surveyed, while 80% of customers who experience a problem report it to their telco, far higher than the UK average across all sectors (72.7%).

However, the ICS’s CEO, Jo Causon believes manyof the issues with experience in the sector boil down to painpoints in telcos’ customer service processes:

“[There is a] close link between customer service and business performance; organisations with higher customer satisfaction also benefit from stronger ratings for trust, reputation, recommendation and likelihood to remain a customer,” she said, back in November.

“Organisations that deliver poor levels of customer service put these at risk, underlining the importance of customer service as a driver of business performance.”

EE has been heavily criticised for its approach to service and experience, recently deciding to implement a 50p charge for customers to skip to the front of its call centre queue.

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By Siddharth Sharma
23rd Aug 2017 15:11

Thanks for the informative post. Customers are lifeline of any business, your customer service team is often the face of your company, and customers’ experiences will be defined by the skill and quality of the support they receive. Your customers will only stay if they are satisfied with your services. Customer satisfaction (CSAT) is significant as it boosts customer loyalty, enhances brand image, and improves overall revenue. Read here the strategies that you implement to retain customers and improve their satisfaction by providing excellent experience https://www.linkedin.com/pulse/does-low-csat-score-scare-you-siddarth-sh...

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