Retaining the Hard-Won Consumers

Date: 20-Mar-2015
With the increase in mobile phone usage different operators are coming up with different plan in order to cater to users of all age-group with various data plan to choose from. With the maturing mobile market operators are coming up with aggressive marketing plans to boost its revenue. Some of the mobile operators opt to monetising its customer who exhaust their usuage limit before the scheduled time. But this also has its negative side as the operators end up losing some of it customers especially the ones in the lower band.

A recent research by Connected Consumer Survey talks of the behaviour, preferences & future plans of consumers across 15 countries around the world. It covers mobile users and operators across geographies like France, Germany, Indonesia, Malaysia, Morocco, Poland, Qatar, Saudi Arabia, South Africa, South Korea, Spain, Turkey, UAE, UK & USA. The survey discusses reasons for churning of customers and ways to retain them. It includes factors that mobile operators need to be wary of before planning its strategies. Poor customer problem redressal has also resulted in the customer churning apart from varying mobile data plan. The areas that is most effected by customer churning are in the developing nations.

At this point it is important to understand the relevance of Net Promoter Score (NPS). It indicates a customer’s loyalty towards the operator. The operator with a higher NPS are strategically  better placed in this market as lesser number of users exit the operator and thus there is a stability of business which is much needed for the operator to expand its business. Also if the mobile operator is targeting a higher NPS they should update its network services and provide better coverage. Operators should also have its focus on getting customer satisfaction through introducing 4G services even though users of 4G are more likely to be connected on the Wi-Fi mode than use the service on its handheld.

One can view the full survey- The Connected Consumer Survey 2015: mobile customer retention ( .)