Threats and Opportunities for Wireless Carriers

 A new research study by Deloitte (2017 Global Mobile Consumer Study) contends that the wireless industry will continue growing in 2017, fueled by the Internet of Things (IoT). Their research points out three major trends driving the growth:

  • "US consumers are looking at their devices more than 9 billion times a day in the aggregate–up 13 percent from last year.
  • Smartphone sales are still strong, with penetration up 10 percent year over year, and the highest growth percentages coming in the 45-54 and 55+ age demographics–groups that have previously lagged behind younger consumers.
  • While they are still relatively niche products, wearables such as smart watches and fitness bands have seen tremendous percentage growth. Smartwatch penetration doubled from 2014 to 2015 and tripled in 2016; smartwatches have now penetrated roughly 12 percent of the mobile consumer market in the US.”

Source: Telecommunications Industry Outlook 2017, Deloitte

To capture that market share, Deloitte notes that investments in infrastructure and connectivity will continue to be key, but argues that a critical focus on operations, including customer care, billing, and sales models will be key to growth.

Market Force Information’s recent consumer research validates this conclusion. In our research we found that 13% of consumers plan to switch wireless carriers in the next 12 months. The reasons? Along with those related to value and network coverage, two stand out:

  • Customer care: 16% want more courteous and helpful in-store staff; 14% want more courteous and helpful call center staff
  • Billing: 13% want to have bills that are easier to understand

Reasons for considering switching wireless carriers 

Market Force research also found that one in four consumers were dissatisfied with their current wireless carrier and one in three would not recommend. This overall sense of dissatisfaction creates opportunities—as well as threats—to carriers. Metrics that measure the customer experience (CX), across channels, product lines, and customer journey touchpoints will be critical to preventing churn and capturing the life time value of individual customers as they buy more connected devices.

To learn more about our wireless industry research, or how to assess the consumer experience in a highly engaged sales process, please schedule a briefing. We’d be glad to walk you through the results!

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To discuss your needs for improving performance for your multi-location brand, give us a call. We’d be happy to discuss best practices for measuring the customer experience and compliance to brand standards, using analytics to understand what matters most and the ROI for change, and technology solutions that integrate large quantities of data on one single platform. We look forward to a great discussion!

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