Last month the independent analyst firm Ovum and Cellebrite – a provider of mobile diagnostics solutions – published a global survey that examined the impact of mobile operators’ customer support abilities on their business. Ovum based the results on a survey conducted with more than 4,000 consumers in the US, UK, Germany and China, and in-depth interviews with executives in 6 mobile operators in these countries.

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The survey found that in the last year, almost 70% of consumers had experienced an issue with their smartphone. 12% of those who turned to their mobile operator for help would not return to that operator to get their next device based on their service experience. Also of concern for mobile operators is that software-related problems – which are outside the control of operators – have increased from 10% to 40% of the proportion of total issues. No Trouble Found (NTF) claims, which fail to identify the actual problem, account for 1/3 of all devices that are sent for repair, at a cost to operators that in some cases reaches $300 per device.

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The results of this survey highlighted the importance of an integrated, multichannel approach that addresses “soft” issues quickly and closer to the customer. Offering help from a callcenter agent, providing a loaner device or a permanent replacement are costly options for a mobile operator. In fact, 71% of the consumers have stated in the survey that – if available – they would make use of self-help applications, remote diagnostic tools and advanced in-store technical support capabilities and fix issues themselves.

Do you want to read more about this survey? Download the full report on the website of Cellebrite.