[February 24, 2015] |
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Research and Markets: The Connected Consumer Survey 2015: Fixed Broadband Customer Retention
Research and Markets (http://www.researchandmarkets.com/research/lg3blh/the_connected)
has announced the addition of the "The
Connected Consumer Survey 2015: Fixed Broadband Customer Retention"
report to their offering.
Service bundling is not a direct priority for consumers, but operators
should position bundles as a route to lower prices and higher speeds in
order to attract new customers.
This report focuses on aspects of the author's annual Connected Consumer
Survey that relate to the behaviour, preference and future plans of
fixed broadband users in France, Germany, Poland, Spain, Turkey, the UK
and the USA.
Key Topics Covered:
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Executive summary
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Price is the top driver of churn from fixed broadband services, but
speed, reliability and value for money are also important
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Customer service has the closest relationship with the NPS
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Different services have different churn rates so operators should
create bundles that can help to reduce churn for all services
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Recommendations
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Drivers of fixd broadband customer churn
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Price is the top driver of churn from fixed broadband services, but
speed, reliability and value for money are also important
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Younger people prioritise speed and are less price-sensitive than
older people when selecting their fixed broadband service
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NPS increases with advertised broadband speed, but services of 100Mbps
and faster may be struggling to meet expectations
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Key criteria for customer satisfaction
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Customer service has the closest relationship with the NPS
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Service providers do not need to get full marks for every aspect of
their service to have a positive NPS - low prices can prevent
dissatisfaction
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Customer satisfaction varies significantly between service providers:
providers with high mobile NPS also scored well for fixed broadband
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AT&T (News - Alert): Attention to customer service has made customers into promoters,
but fixed-mobile customers are less satisfied than those with just
fixed
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Iliad: Fixed broadband has high customer satisfaction and benefits
from loose bundling with low-cost mobile services
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Turkcell (News - Alert) Superonline: Customers were more satisfied than those of
their competitors in all measures in our survey
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Virgin Media: Strongly placed with a fast, reliable network, a strong
TV offer and credible quadruple-play bundles
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Bundling strategies to reduce churn
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Different services have different churn rates so operators should
create bundles that can help to reduce churn for all services
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Service bundling is not a priority for consumers, but it attracts
customers when it is positioned as a route to lower prices and
higher-speed services
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Adding services to a bundle generally improves customer retention, but
fixed-mobile bundling does require some thought
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AT&T's results suggest that bundling mobile services with fixed can
reduce consumers' perception that they are getting a bad deal'
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Fixed-mobile bundles have had a significant positive effect on
customer retention in Spain and France
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Panel information and methodology
Companies Mentioned
- AT&T
- Iliad
- Turkcell Superonline (News - Alert)
- Virgin Media
For more information visit http://www.researchandmarkets.com/research/lg3blh/the_connected
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