Telecommunications is at the heart of the digital economy, driving and enabling the changing consumer behaviors and demands that have transformed how people consume products and services across many sectors. However, digitization is as much a struggle for Telcos as it is for traditional organizations in many industries. Our latest survey of over 5700 mobile consumers in the US and Europe has found, for example, that consumers are discontented with their operators. The overall Net Promoter Score (NPS) is negative for the industry overall as well as for five of the nine countries we analyzed. Consumer needs are evolving – they want a different telco: a digital-only operator that exclusively uses digital channels to interact with consumers and offers competitive data plans.
This report draws on a comprehensive global survey to highlight the reasons for mobile operators to re-think their digital engagement investment strategies, including:
- 58% of consumers are willing to switch to a digital-only operator that exclusively uses digital channels to interact with consumers and offers competitive data plans
- Telcos using digital to enhance the customer experience reap the benefits with high customer satisfactions scores Net Promoter Score (NPS)
- Telcos with high NPS gained an average revenue growth of up to forty percentage points over low-NPS telcos in the period of 2012-14.