Survey: Poor customer care is top cause for customer churn of mobile subs

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tektronix With 23 percent of mobile subscribers only rating their operator ?five out of ten? or less for customer care and up to a quarter of subscribers planning to change provider in the next 12 months, the results underlined the cause for concern that exists. The survey also pointed to a lack of consumer confidence in the ability of customer care agents to deal with and pinpoint the source of problems quickly. When asked to rate the ability of customer care agents to resolve an issue, respondents were least confident in an agent?s ability to address poor network coverage, followed by a lack of confidence in the operator?s ability to deal with poor handset performance or dropped calls. Cantor explained that improvements in problem response speed can be achieved by empowering care teams with effective end-to-end diagnosis and problem solving tools. ?Our view is that while network upgrades remain critical to performance improvements, the greatest threat to superior customer care and customer experience lies in the siloed organizational structures and fragmented intelligence that exists within most operator businesses,” Cantor explained. The global survey commissioned by Tektronix Communications, canvassed 3,500 mobile subscribers across EMEA, US, and Asia-Pacific. The study explored how relationships with mobile operators are impacted by customer care and the overall consumer experience of mobile services. Operators risk losing up to a quarter of their subscribers, with 24 percent of respondents stating their intention to leave their mobile operator in the next 12 months. Almost a quarter of respondents admitted that they had changed providers in the last 18 months, with another 42 percent stating that they were at best undecided on changing providers. According to the survey, the key drivers for churn among mobile subscribers are poor value for money (38 percent), network quality (34 percent) and a limited range of services and features offered by their mobile operator compared to other services available on the market (27 percent). Poor quality customer care was cited by 30 percent of respondents as the most important reason behind their decision to leave their mobile operator, with 53 percent stating it as one of several key reasons behind changing provider. The survey indicated that operators can improve customer care through speed of response to customer enquiries. It also reveals that an overwhelming 69 percent of subscribers expected to be able to reach a customer care agent quickly, with a further 64 percent placing great emphasis on how quickly their query is resolved by the agent. Angel Dobardziev, consulting director at Ovum?s customer insights team who led the research, concluded: ?The study shows that quality of customer care is a key concern for mobile users. If an operator is not equipped to cater for subscriber needs then it could significantly influence their decision to churn. ?Consumers want to be able to get through to a customer care agent promptly and they want their queries to be resolved quickly and effectively. As it stands, apart from dealing with billing queries, consumers don?t feel customer service agents are equipped to do this as well as they should.? ]]>

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