A report by Capgemini Consulting has revealed widespread consumer dissatisfaction with mobile network operators across Europe and the US, linked to a lack of investment in digital.
According to the study, over half of the 48 operators surveyed registered a zero or negative Net Promoter Score (NPS), meaning consumers would not recommend their provider to friends or colleagues.
Capgemini Consulting said that the rise of internet and mobile applications is driving a significant shift in what consumers expect from their mobile operator.
Physical channels are falling out of favour, with only 8 percent of consumers surveyed now considering the existence of stores as a must-have for mobile operators. Consumers want an improved digital experience and yet only a third (36 percent) report that their operator is providing it. Those focusing on the digital customer experience came out better.
The survey showed a positive correlation between the use of digital channels and the NPS of mobile operators. High-NPS operators also garnered an average revenue growth of 33 percent over 2012-14, whereas the low-NPS operators suffered a revenue decline of seven percent on average over the same period. This group of high-performing digitally-focused brands are either smaller operators that have been launched in the last decade or larger players that have managed a transition, but all have adopted either a digital-only operating model or a hybrid model with a greater focus on digital channels. However, most operators are struggling to adapt to the shifting needs of users.
The study found that the benchmark for a quality customer experience is being shaped by the digital and personalized experience users receive from OTT players such as Google, Apple and Facebook. Almost half (44%) of mobile users would switch to one of these brands if they introduced a mobile service, with 48 percent citing ‘better service quality’ and 23 percent ‘personalized experience’ as the main reasons to switch.
The study covered responses from 5,776 consumers across nine countries, namely the US, the UK, France, Belgium, Germany, Netherlands, Norway, Spain, and Sweden. The survey was administered during January and February.