Customers still encounter confusing websites; long call centre waiting and handling times and difficulties in solving their problems, according to the Accenture Trend report “The $6 trillion opportunity: How digital improves customer experience”. Key finding: the total worth of customers (B2C) that are switching providers across various service providers is estimated at $ 6.2 trillion globally. Mobile operators are a big part of the above figure. Disappointments about various online experiences during the whole customer lifecycle have been identified as a major driver for churn.
3 trends to illustrate the struggle:
Trend 1: A changed customer journey
Customer journeys are changing from generally simple – with stages of discovery, consideration, evaluation, purchase, and use – to a new model. A customer journey is dynamic, accessible and continuous because the digital touch points to which customers are exposed are always on. Therefore customers constantly re-evaluate their purchase options and easily change their providers, and because of the accessibility of information consumers are always tempted by the competition to switch.
Trend 2: Customers have all become digital
Increased access to mobile Internet has given the power to customers to easily control and change their routes during their journey. Every customer is a digital customer, but move at different speeds and take different paths. It’s easy for customers to compare a provider’s promise with its delivery and how the overall customer experience meets their own expectations. They easily make changes if they find their provider isn’t as “digitally intense” as they would want it to be. In figure 3 it is explained what the various types of customers are and how they perceive digital technology.
Trend 3: Customers’ service expectations are rising faster than companies are able to adapt
While expectations for customer service have increased greatly, companies are having difficulties keeping pace. The number of customers that are switching due to poor service has remained high. This indicates that most companies are still not giving the kind of digital service their customers want. The number of consumers saying their biggest frustrations with providers – failure to deliver on their promises, inefficient and slow customer service, and lack of interaction convenience – has remained consistently high.
The results of this study showed that consumer loyalty to a brand is dependent on their online experience. They simply expect their provider to be offering service at any of their digital touch points. Qelp acts on these trends and on the need for a seamless online experience during a customer journey. Our device help solutions for mobile operators meet the growing online service expectations.
Do you want to read the full report? You can download it here.