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Global wireless network operator and mobile satisfaction / customer loyalty survey research white...

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This is the complete 26 page research paper from a global Network Operator Customer Loyalty study. The survey was fielded in Spring 2010, asking a sample of 5,000 people from 111 countries about their user experience with respect to their current network operator, mobile phones and mobile applications. Mob4Hire as well as Business Over Broadway (ne: TCELab) co-sponsored the survey results. Table of Contents ============== Methodology 2 Panel Description 2 Key Metrics Used in the Study 2 Executive Summary 3 Top Wireless Insights 3 Top Mobile Insights 3 Table of Contents 4 Figures 5 Operator Performance & Loyalty Grids 6 Network Operator Performance Grid 7 Network Operator Customer Loyalty Grid 8 Network Operator RAPID Loyalty Measurement Rankings 9 Network Operator Loyalty Insights 10 Network Operator Business Attributes 13 Drivers of Customer Loyalty 15 Operator Mobile App Performance Grid 16 Mobile App User Experience Insights 17 Impact of Mobile Applications on Ecosystem 20 Mobile Handsets 21 Smartphone vs. Feature Phones 22 RAPID Loyalty Measurement Primer 23 Customer Loyalty 23 Customer Lifetime Value 24 References 25 Who we are 26
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  • 1. The Impact of Mobile User Experience on Network Operator Customer Loyalty Summer 2010 A global study in 111 countries by Mob4Hire and Business Over Broadway reports on the mobile user experience (mobile handsets, mobile apps, app stores and network operators) and how network operators can use this information to accelerate growth.
  • 2. 2 | P a g e Copyright 2010 Mob4Hire and Business Over BroadwayMethodology Business Over Broadway (BOB.; www.businessoverbroadway.com), customer satisfaction and loyalty experts, helped design the survey instrument and research design. This particular study on network operators, which included both loyalty- and quality-related questions, was powered by Mob4Hire (www.mob4hire.com) who provided the online data collection and consumer panels. Panel Description Mob4Hire has a proprietary, worldwide sample of over 45,000 panelists (or Mobsters) who represent early adopting, mobile savvy users who live a mobile lifestyle. Mobsters are recruited through an opt-in process through the Mob4Hire.com website. Mobsters opinions about their mobile experience help us identify factors that predict customer purchasing behavior and revenue growth across the entire mobile ecosystem. All respondents for this study were rewarded with an incentive for filling out the survey. The survey was fielded in Spring 2010, asking a sample of 5000 Mobsters ages 18 or older about their user experience with respect to their current network operator, mobile phones and mobile applications. The survey respondents were primarily male (82%) with a median age of 25 years. A highly educated sample, 57% of the respondents have a 4-year degree or higher. The worldwide sample of respondents represented 111 countries, 204 network operators and 179 distinct mobile handsets. All references to people, users, respondents, and subscribers in this report refer specifically to this panel sample regarding their mobile phone use. Key Metrics Used in the Study Customer loyalty is a leading indicator of financial growth. This report contains comparative analysis across network operators, identifies top network operators with respect to customer loyalty, customer service, and coverage/reliability quality. Additionally, key drivers of the components of customer loyalty will be presented. The three measures of customer loyalty (and their definitions) are: 1. Retention Loyalty (RLI): The extent to which your customers will remain customers. Will your customers switch to another provider? 2. Advocacy Loyalty Index (ALI): The extent to which your customers will be advocates for your product. Will your customers recommend your products and services to their friends? 3. Purchasing Loyalty Index (PLI): The extent to which your customers will purchase more from you. Will your customers purchase different products and/or increase the amount they purchase from you? These three dimensions form the basis of the RAPID Loyalty Measurement Method; a primer on this research approach can be found in the last section of this report. The RAPID Score indicates the general health of the customer relationship. By measuring all three dimensions of customer loyalty, companies are better able to understand their customers loyalty behaviors, manage their customer relationships more effectively and, consequently, experience accelerated business growth through new and existing customers.
  • 3. 3 | P a g e Copyright 2010 Mob4Hire and Business Over BroadwayExecutive Summary Mobile applications and handsets are becoming increasingly important factors in network operator customer loyalty. Top drivers of network customer loyalty, however, continue to be coverage/reliablity and customer service quality. Top Wireless Insights 1. Vodafone and Zain are the best network operators in the world, appearing in the top 25% quadrant on all 3 of our measurement grids: Network Performance, Network Customer Loyalty and Mobile App Performance. 2. Sixty-five percent of respondents indicated that mobile applications are important in their decision to select a network operator. 3. Respondents are more likely to tell their friends about their network operator than they are to purchase additional services from that network operator. 4. Seventy-nine percent of the respondents indicated they are likely to recommend their network operator to a friend. Fifty-five percent of respondents said they are likely to purchase additional services from their network operator. 5. Thirty-seven percent of respondents think their network operators coverage is inadequate. Half of the respondents said customer service is not adequate. 6. Twenty-seven percent of respondents said they are likely to switch to another network operator within 12 months. Top Mobile Insights 1. Smartphone users need to see at least a 4-star user review rating in an app store before they download / purchase a mobile application. 2. Eighty-nine percent of mobile users report they have experienced a mobile app crash on their phone. 3. Smartphone respondents reported higher loyalty toward their mobile device (e.g., mobile device and performance of mobile applications) compared to feature phone respondents. However, there were no differences between phone types with respect to loyalty toward the respondents network operator.
  • 4. 4 | P a g e Copyright 2010 Mob4Hire and Business Over BroadwayTable of Contents Methodology ................................................................................................................................. 2 Panel Description .................................................................................................................................... 2 Key Metrics Used in the Study ................................................................................................................. 2 Executive Summary ....................................................................................................................... 3 Top Wireless Insights ............................................................................................................................... 3 Top Mobile Insights ................................................................................................................................. 3 Table of Contents .......................................................................................................................... 4 Figures ........................................................................................................................................... 5 Operator Performance & Loyalty Grids .......................................................................................... 6 Network Operator Performance Grid ....................................................................................................... 7 Network Operator Customer Loyalty Grid ................................................................................................ 8 Network Operator RAPID Loyalty Measurement Rankings ....................................................................... 9 Network Operator Loyalty Insights .............................................................................................. 10 Network Operator Business Attributes ........................................................................................ 13 Drivers of Customer Loyalty ......................................................................................................... 15 Operator Mobile App Performance Grid ...................................................................................... 16 Mobile App User Experience Insights ........................................................................................... 17 Impact of Mobile Applications on Ecosystem ......................................................................................... 20 Mobile Handsets .......................................................................................................................... 21 Smartphone vs. Feature Phones ............................................................................................................ 22 RAPID Loyalty Measurement Primer ............................................................................................ 23 Customer Loyalty ................................................................................................................................... 23 Customer Lifetime Value ....................................................................................................................... 24 References ................................................................................................................................... 25 Who we are ................................................................................................................................. 26
  • 5. 5 | P a g e Copyright 2010 Mob4Hire and Business Over BroadwayFigures Figure 1 Reasons for switching to a different network provider. ........................................................................ 6 Figure 2 Network Operator Performance Grid (Customer Service Quality and Coverage / Reliability) ............... 7 Figure 3. Hayes Loyalty Grid for Network Operators ............................................................................................ 8 Figure 4. RAPID Loyalty Indices ........................................................................................................................... 10 Figure 5. Loyalty Questions ..................
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