The results from the new Experience Matters Index from Amdocs, a study of consumers of wireline, mobile, cable and satellite services, found that most consumers are happy with their providers, but many would switch for a better experience. The results also showed that personalization and mobile advertising are growing factors of importance for consumers.
The recent study measured the impact of the customer experience on service providers by surveying the attitudes and behaviors of more than 2,000 subscribers of mobile, wireline, cable and satellite services in the United States and the United Kingdom. The findings include:
--Better Experience Drives Switching: While fewer than one in five subscribers said they are likely to switch providers in the next year (18 percent in the United States and 15 percent in the United Kingdom), interest in switching increases significantly when subscribers are offered a better experience – up to one in three U.S. subscribers (33 percent) and one in four UK subscribers (23 percent).
--Satisfaction Alone Doesn’t Cut It: While subscribers are generally satisfied, with eight in ten (79 percent) rating their customer experience as positive, subscribers who have switched service providers were almost twice as likely to have switched due to a compelling offer from a competitor than for a problem they had with their existing provider.
--Best Customers More Likely To Switch: Subscribers buying the most in services and new products were found to be the most likely to be disappointed and more likely to switch to another provider offering better customer experience.
--Many Would Pay More for Better Experience: Three in ten U.S. subscribers (30 percent) and one in five UK subscribers (22 percent) said they would definitely or probably pay an extra $5 or ₤5 per month for a better experience.
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