mobile connections - engagement with mobile network operators
DESCRIPTION
This presentation and supporting webcast investigates how and why mobile network operators should connect more effectively with their customers? The report makes use of data collected and analysed by Harris Interactive's stakeholder research team, and presents our research model for identifying and understanding the key drivers, rational, emotional and intentional, which can be used to improve stakeholder engagement. The results disclosed in these reports may not be used for advertising, marketing, or promotional purposes without the prior written consent of Harris Interactive. Products, logos and brand names are trademarks or registered trademarks of their respective owners.TRANSCRIPT
How can mobile network operators connect more effectively with their customers?
Intentional Emotional
Likelihood to continue using Preferred provider Gives something different
Rational Value you as a customer Relationship based on trust
Satisfaction Likelihood to recommend/NPS
Key elements of a customer relationship
2
Intentional Emotional
RationalEmotionally & Rationally
Connected
Emotionally
Connected
Indifferent Disconnected
Customer relationship segmentation
Rationally
Connected
Fully Connected
3
4
5
PRICEINCREASE
8
Switching behaviour in the UK
0 1 2 3+
32% 34% 17% 17%
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Mobile network
operators
9
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Relationship Score 4.7
Relationship Score 4.0
Average Relationship Score 3.5 10
Mobile network
operators
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Relationship Score 4.7
Relationship Score 3.7
Relationship Score 3.6
Relationship Score 4.0
11
Mobile network
operators
Average Relationship Score 3.5
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Relationship Score 4.7
Relationship Score 3.7
Relationship Score 3.6
Relationship Score 3.0
Relationship Score 1.9
Relationship Score 4.0
Mobile network
operators
12Average Relationship Score 3.5
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%NPS +87
NPS +29
NPS -23
NPS -62
NPS -98
NPS +38
Average NPS -9 13
Mobile network
operators
24 20 19 19 15 15 13
1111 10 8 16 14
10
12 15 16 18 149
11
9 8 7 7 813
8
34 37 38 36 40 42
41
10 9 10 11 7 717
Service provider benchmarks
Fully Connected
Rationally Connected
Emotionally Connected
Indifferent
Disconnected
Emotionally & Rationally Connected
14
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%Likely to switch 8%
Likely to switch 13%
Likely to switch 27%
Likely to switch 32%
Likely to switch 66%
Likely to switch 14%
Average likely to switch 24% 15
Mobile network
operators
16
28%
MNO
24%18%
9% 5%16%
ISP Utility Pay TV Finance Other
Fully Connected
19%
Emotionally & Rationally Connected
10%
Rationally Connected
16%
Emotionally Connected
7%
Indifferent
38%
Disconnected 10%
Complained 26%Fully resolved 67%
Complained 28%Fully resolved 48%
Complained 30%Fully resolved 51%
Complained 31%Fully resolved 32%
Complained 53%Fully resolved 3%
Complained 23%Fully resolved 60%
Average Complained 30%Average Fully resolved 39% 17
Mobile network
operators
76 71 80 73 72 64
6354
6246 52
40
6158
67
57 53
57
3436
30
17 21
17
Social media
Email / website
In-store
Telephone
Segmentation and channel interactions
Fully Connected Rationally Connected
Emotionally Connected Indifferent Disconnected
Emotionally & Rationally Connected
18
19
Range of products & services
Ease of understanding products & services
Staff professionalism
Service provided
Relevance of products & services
New & innovative products & services
Treat you as an individual
Let’s you communicate how you want
Competitive charges / fees
Value for money
Clarity of communication with you
Staff knowledge
Let’s you communicate when you want
Ease of communicating with them
Ability to solve problems
Responsiveness to problems & requests
Reward your loyalty
Staff empathy
Relevance of communications to you
Amount of communications received
Staff play a critical role ...Fully Connected Rationally
ConnectedEmotionally Connected Indifferent Disconnected
Emotionally & Rationally Connected
20
Customer experience elements that separate the more connected segments
Staff professionalism; Range of products/services;Innovation; Value for money; Competitive
fees/charges
Staff knowledge; Staff empathy; Treating as an individual; Amount of communications; Ease of contact, Relevance of products,
Competitive charges, Reward for loyalty; Communicate when want to
Key differences between Fully Connected &
Emotionally & Rationally Connected
Key differences between Emotionally & Rationally
Connected and Emotionally Connected
Key differences between Emotionally Connected and
Rationally Connected
Staff professionalism; Responsiveness; Resolve issues; Treat as an individual; Relevance of products, Amount & clarity of communications; Value for money; Easy to understand products; Communicate as want to
Treat you as an individual
21
Range of products & services
Ease of understanding products & services
Staff professionalism
Service provided
Relevance of products & services
New & innovative products & services
Let’s you communicate how you want
Competitive charges / fees
Value for money
Clarity of communication with you
Staff knowledge
Let’s you communicate when you want
Ease of communicating with them
Ability to solve problems
Responsiveness to problems & requests
Reward your loyalty
Staff empathy
Relevance of communications to you
Amount of communications received
Outbound communications can disconnectFully Connected Rationally
ConnectedEmotionally Connected Indifferent Disconnected
Emotionally & Rationally Connected
69
49 4841 43 41 46
39
16
2536
22
4442 35 49
1224
14
36
10 1614
10
Post
Social media
In-store
Telephone
Email / website
Preferred communication channels
Make a payment
Contract renewal
General enquiry
Change handset
Query a bill
Report a fault
Make a complaint
Report lost phone
22
Mobile service provider segmentation
1925 23 20 19 17 17 14 14
1010 12
126 10 10
10 8
16
2517 20
20 12 14 1610
7
58 6
57 4 7
6
38
2933
3139
3846 42
47
10 5 6 12 1215
10 11 15
Fully Connected
Rationally Connected
Emotionally Connected
Indifferent
Disconnected
Emotionally & Rationally Connected
Average
NPS -9 +11 -1 +1 -13 -21 -17 -18 -30
23
24
Brand momentum
Ahead of the game
1
Puts customers first
Treats customers fairly
Reliable/dependable
Easy to interact with
2 3 4 5 6 7 8
Rank
25
How can mobile network operators connect more effectively with their customers?
1
26
How can mobile network operators connect more effectively with their customers?
1 2CHANGE
27
How can mobile network operators connect more effectively with their customers?
31 2CHANGE
Thanks for your time today!
Lee [email protected]@langford_lee020 8263 526307966 339 606
Debbie [email protected]@debbie_senior020 8263 528107989 388 825
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