The Connected Consumer Survey 2017: mobile churn and customer satisfaction in Sub-Saharan Africa
Table of Contents
Executive Summary
Market leaders often have the strongest networks, but they do not always perform well in terms of customer satisfaction
Higher data allowances generally correlate with higher customer satisfaction, but operators could do more to maximise potential benefits
Operators have clear opportunities to monetise strong demand from customers for higher data speeds and larger data allowances
Recommendations
Main Drivers Of Churn And Customer Satisfaction
Churn levels are relatively low in Sub-Saharan Africa
Network quality and performance are major drivers of churn in the region
Network performance often drives churn for smaller operators; some of the larger players' customers are looking for lower prices
Speed is the dominant attractor for customers looking to make changes to their mobile plan, particularly in countries trailing on 4G roll-out
Operators in SSA have relatively high NPSs, particularly the smaller operators
Network Coverage And Performance
Regional NPS variations help isolate the effect of network coverage and performance on customer satisfaction
MTN is performing well in Accra but is let down by widespread dissatisfaction in rural areas, where Vodafone typically fares better
Safaricom is doing well in Nairobi, but Airtel has a strong position in urban centres in terms of market share and satisfaction score
Nigeria is regionally fragmented; Airtel is performing well in rural areas whereas Etisalat is meeting the needs of urban customers
Cell C's network investment has improved its satisfaction rating but it still performs poorly in rural areas, where Vodacom is strong
Focus On Mobile Data Pricing
There is a strong correlation between higher levels of data consumption and increased customer satisfaction; operators should capitalise on this
Vodafone Ghana is addressing the needs of higher-end users who value its network quality; MTN and Airtel compete at the low end
Consumers in Kenya generally rate Airtel higher, despite its lack of a 4G network, than market leader Safaricom
Nigerian operators have mixed results, particularly when it comes to meeting the needs of low-end users
Specific pricing issues in the sub-500MB and 2GB+ categories are affecting customer satisfaction in South Africa
High overage charges for postpaid users affect satisfaction levels in South Africa so operators should review their pricing
Methodology And Panel Information
About The Authors And Analysys Mason
List of Figures
Figure 1: Net Promoter Score (NPS) for mobile operators, by count
Figure 2: Net Promoter Score by data allowance and by country
Figure 3: Factors influencing respondents on choosing their next plan, by country
Figure 4: Intention to change mobile service plan within 6 months, by country
Figure 5: Main reasons cited by respondents for churn, by country
Figure 6: Intention to churn within the next 6 months, by operator
Figure 7: Factors influencing respondents on choosing their next plan, by country
Figure 8: Net Promoter Score (NPS) for mobile operators, by country
Figure 9: Highest and lowest NPS by region, by country
Figure 10: NPSs for major mobile operators in Ghana
Figure 11: NPSs for major mobile operators in Kenya
Figure 12: NPSs for major mobile operators in Nigeria
Figure 13: NPSs for major mobile operators in South Africa
Figure 14: Net Promoter Score by stated monthly data consumption, all countries
Figure 15: NPS by stated monthly data consumption in Ghana, by operator
Figure 16: NPS by stated monthly data consumption in Kenya, by operator
Figure 17: NPS by stated monthly data consumption in Nigeria, by operator
Figure 18: NPS by stated monthly data consumption in South Africa, by operator
Figure 19: NPS by type of mobile plan, South Africa
Figure 20: NPS by proportion of data allowance used, contract customers, South Africa
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