4 Factors Telecom Companies Should Consider To Better Connect with Customers
Customer Perception Analysis – Telecom
Region – USA
Mar 2019 – Sep 2019
The telecommunication services industry that comprises of fixed-network services and mobile services reported the value of about 1.40 trillion U.S. dollars in 2017, and research reports forecast the grow to approximately 1.46 trillion U.S. dollars in size by 2020. As more people are moving towards mobile phones, the telecommunication market is expected to grab more space, and the mobile connections worldwide are expected to touch nine billion by 2020. This report offers an in-depth analysis of the telecom industry while, at the same time, factoring in the perception drivers, customer beliefs, and more in order to identify the investment opportunities.
The analysis is based on customer reviews and online conversations in the segment. The analysis results presented are completely unbiased and not based on any subjective judgement. The source data used for the analysis are user conversations available publicly online like public forums and social media.
Total number of customer conversations analyzed
Top 4 Perception Drivers
The Telecom industry is an extremely competitive space. Customer preferences keep changing at a rapid pace. To keep pace with the changes & meet customer expectations is a big challenge. Of late, the choice is made based heavily on online reviews. Bad reviews attract attention disproportionately. This adds to the challenge of managing customer perceptions. This report attempts to understand customer perceptions & key drivers into the Telecom industry.
What is Customer Perception?
Customer perception is a process where a customer collects information about a product and interprets the information to make a meaningful image about a particular product. When a customer sees advertisements, promotions, customer reviews, social media feedback, etc. relating to a product, they develop an impression about the product.
Through a detailed analysis of 2,905 customer conversations, Clootrack has created a list of the top four perception drivers that customers associate with the best telecom provider:
1. Customer Service
Customer care touches customers every day, multiple times. For Today’s Telecom customers, customer service is just as important as download speeds.
We can visualize the ecstasy when a customer says, “I enjoyed that the people I contacted over this SIM card were quickly responsive, understanding and helpful.”
However, many carriers are overlooking the most essential component: customer service. Telecom operators should put digital technologies to use to improve the customer journey, and adding more customer-centric offerings in their product portfolio with product bundling.
Customer service can be enhanced by deploying customer service chat bots, adding voice service that helps customers to buy using voice, predictive network maintenance and many other self-healing and self-learning hardware that are powered by Artificial intelligence.
“We are implementing AI to help us to identify where these breakpoints are, and help to repair those in an automated way without human intervention. This goes for hardware failure, software failures.” Says Dr. Mazin Gilbert | AT&T
For example, the Telco has set up a system to track and foresee customer problems. This allows customers to self-service and solves questions and difficulties on their own. This reduced the number of support calls by 90%.
Customers drive telecommunication industry trends- It is important to serve well the drivers of the trends!!
2. Call Quality
“Calls dropping all day, phone ringing and can’t answer, can’t make outgoing calls, and the calls that go through drop” says a frustrated customer who has a big list of complaints on the quality of the calls.
For telecommunications, voice quality is one of the most visible and important aspects, and companies should put the monitoring and design of call quality on top priority. If customers hear no sound or unclear voice when making calls, it straight away leads to frustration among customers.
Telecommunication companies should plan to upgrade their technology and connectivity infrastructure, and should focus on providing high quality voice services that are reliable, and affordable.
3. Internet Connectivity
“Smart Cities Will Be Built Out” – Ian Watterson, Head of Americas and Asia-Pacific, CSG
Customers wherever they are — across cities, towns or across the globe — want to talk, download, text, upload, and stream seamlessly without interruption.
Internet has emerged as the single most reason for better connected lives than ever before. Improving the speed of internet connectivity will offer telecommunication companies with greater opportunities in the coming years. When companies can offer Machine to Machine (M2M) communication, it can open up unlimited streams of revenue for the Telcom companies.
Companies need to deliver what actually internet means – connectivity that is meant to be secure, available, universal and global. Telecom companies should remove barriers and offer access to high bandwidth communication while on the move.
4. Data Plans
Telecom sector is witnessing a revolution in terms of subscription pricing and benefits. Despite many operators offering exciting offers with postpaid and prepaid data plans, customers are always in the lookout for better ones.
Customers want to choose from a range of cost-effective plans with varying benefits across various price ranges. Starting from moderate usage plans to a long-term plan, customers are relying on telecom operators to offer flexible and customized data plans that can suit their needs. Customers are expecting some special perks offered by Telecom operators to sweeten the deal as it could turn out to be beneficial for them.
Telecom operators should be battling it out to get an upper hand on the competition. They need to introduce new data plans and revise their existing data plans to retain and grow more consumers.
When it comes to convincing consumers, the secret is to understand the consumer beliefs and their behavior. This will eventually lead you to know what a buyer wants from your business. A customer has a deep understanding of what they want from a product.
Here are some common customer beliefs:
1. 5G is dangerous as it emits high-frequency radiation
With the advent of the 5G, which is the future of the telecommunication industry, there is a concern about the health risk. With a more powerful network packed with higher energy radiation, customers believe that it delivers potential damaging effects on the human being.
Dr. Steve Novella, an assistant professor of neurology at Yale says “There’s no known mechanism for most forms of non-ionizing radiation to even have a biological effect,”
2. Resolving billing issues takes time & process is cumbersome
Billing errors consistently haunt customers of telecom carriers. The billing errors range from inaccurate bill, unexpected rate hikes, Charges for services you don’t receive at all to obscure third-party add-on fees.
A billing solution is a fundamental part of running a successful telecom business, but often taken for granted. In a world that gives the highest prominence to customer experience, robust and accurate billing will help telecoms to earn the respect of customers.
3. Overcharging is common during the cancellation
Customers believe that as soon as they cancel their subscription with their telecom operator, they are overcharged. Telecom operators charge a fee in the name of cancellation fees, contract termination fees or early cancellation charges, but customers know it as early termination fee—ETF.
A telecom provider gives customers a cell phone or internet service for a few years, and if the customer cancels earlier than the period, customer beleives thtat heavy cancellation charges are levied.
4. Loyalty to the brand is not recognized by the company
Customers of Telecom companies believe that the brands are not recognizing the customer loyalty. Customers expect that companies shower more care towards them.
79% of customers will only consider shopping with brands that show they understand and care about them – Wunderman loyalty study
Telcom companies should focus on creating an emotional connection between customers and the brand to give them a feeling that their loyalty is valued.
Innovative telecom companies are no doubt changing the way we connect to the world around us. Everyday there is a new trend, and telecom companies are embracing the new technologies to stay ahead in the competition.
Yet, one cannot ignore the customer preferences that are voiced in the form of customer reviews, social media posts, online conversations and updates on forums.
Telecom companies, by being aware of the top customer perception drivers, can align with the overall company strategy, systems, and vision for the future.
There are interesting customer conversations, delight factors, brand equity information, and much more about the Telecom industry. To know more, you can download the PDF version of the report for free. Enter your email at the end of this report and we’ll send it to you for FREE.