Nearly half of mobile subscribers are unimpressed with the level of customer service they receive from their chosen mobile operators. This is according to research from MobileSquared on behalf of French mobile network and subscriber intelligence provider 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.
The survey of 2,000 mobile phone users in South Africa, Nigeria, Germany, Spain, Poland, and Morocco found that 48.5 percent had experienced unsatisfactory engagement with their operator’s customer service teams. The survey also found that 66 percent of consumers expect network-related problems to be solved in under 1 hour and 28 percent are willing to wait 1 day. Yet most of the 40 mobile operators interviewed by Astellia said customers would wait up to 1 day for network problem to be fixed and 26 percent said they though subscribers would wait up to 3 days. MNOs recognised that over half of network-related calls are not solved on the first attempt and need a call-back.
The research also found that only 27 percent of mobile users would be classified as a promoter of their MNO according to Net Promoter Scores (NPS), 30 percent would be passive, and 43 percent would be detractors. Astellia stated that not one MNO respondent believed their customers would rate their satisfaction as a Promoter.
The same research found that MNOs that have moved to a customer-centric model are already reporting a 17% increase in customer satisfaction and a 21% decrease in the number of complaints over a 12-month period.