Nearly half of mobile subscribers are unimpressed with the level of customer service they receive from their chosen mobile operators. This is according to a recent survey carried out by the UK's MobileSquared for network and subscriber intelligence company Astellia.
The company revealed that operators should progress towards a more customer-centric model that enables a real-time, holistic view of both the customer and the network, preventing problems before they occur.
When liaising with 2,000 mobile phone users in South Africa, Nigeria, Germany, Spain, Poland, and Morocco respondents about a customer service issue, 48.5% of people surveyed believe they have had a less-than satisfactory engagement with their mobile operator.
66% of subscribers expect a network-related problem to be resolved within 1 hour. Only 28% of consumers are prepared to wait up to 24 hours. This contrasts starkly with the findings from the MNOs themselves, the majority of whom believe their customers will wait up to 1 day for network problems to be resolved, and a further 26% expecting their customers will wait up to 3 days.
This is despite the fact that the MNOs themselves also admit that more than 50% of network-related calls are not resolved on the first attempt and require an additional call-back.
“As voice and messaging services become increasingly commoditised and the pressure from OTT providers prevents MNOs from entering competitive price wars, we are seeing customer experience emerge as the new battleground for operators,” explained Cedric Arnaud-Battandier, Astellia CMO.
“However, the data revealed by this research shows that MNOs still have a long way to go when it comes to customer service excellence. This is a clear call to action for operators to progress towards a more customer-centric model that enables a real-time, holistic view of both the customer and the network; preventing problems before they occur. This will ease pressure on contact centres, reduce the time required to resolve a call, limit the number of call-backs, and massively increase the number of satisfied customers, driving up NPS, lowering FCR and, crucially, operating expenditure.”
The company revealed that operators should progress towards a more customer-centric model that enables a real-time, holistic view of both the customer and the network, preventing problems before they occur.
When liaising with 2,000 mobile phone users in South Africa, Nigeria, Germany, Spain, Poland, and Morocco respondents about a customer service issue, 48.5% of people surveyed believe they have had a less-than satisfactory engagement with their mobile operator.
This is despite the fact that the MNOs themselves also admit that more than 50% of network-related calls are not resolved on the first attempt and require an additional call-back.
“As voice and messaging services become increasingly commoditised and the pressure from OTT providers prevents MNOs from entering competitive price wars, we are seeing customer experience emerge as the new battleground for operators,” explained Cedric Arnaud-Battandier, Astellia CMO.
“However, the data revealed by this research shows that MNOs still have a long way to go when it comes to customer service excellence. This is a clear call to action for operators to progress towards a more customer-centric model that enables a real-time, holistic view of both the customer and the network; preventing problems before they occur. This will ease pressure on contact centres, reduce the time required to resolve a call, limit the number of call-backs, and massively increase the number of satisfied customers, driving up NPS, lowering FCR and, crucially, operating expenditure.”
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