Mobile Connections - Engagement with Mobile Network Operators

How can mobile network operators connect more effectively with their customers?

Intentional Emotional

Likelihood to continue using Preferred provider Gives something different

Rational Value you as a customer Relationship based on trust

Satisfaction Likelihood to recommend/NPS

Key elements of a customer relationship

2

Intentional Emotional

RationalEmotionally & Rationally

Connected

Emotionally

Connected

Indifferent Disconnected

Customer relationship segmentation

Rationally

Connected

Fully Connected

3

4

5

PRICEINCREASE

6

PRICEINCREASE

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=TB2JPu7QG8sxOM&tbnid=2d4KDouRSeQQpM:&ved=0CAUQjRw&url=http://media.ofcom.org.uk/images/&ei=vNboUpCrG6SRygGWy4HQCA&bvm=bv.60157871,d.b2I&psig=AFQjCNFSzVKB5Gp8Ka1Wd3FIuxglArkOZA&ust=1391077399185167

7

PRICEINCREASE

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=TB2JPu7QG8sxOM&tbnid=2d4KDouRSeQQpM:&ved=0CAUQjRw&url=http://media.ofcom.org.uk/images/&ei=vNboUpCrG6SRygGWy4HQCA&bvm=bv.60157871,d.b2I&psig=AFQjCNFSzVKB5Gp8Ka1Wd3FIuxglArkOZA&ust=1391077399185167

8

Switching behaviour in the UK

0 1 2 3+

32% 34% 17% 17%

Fully Connected

19%

Emotionally & Rationally Connected

10%

Rationally Connected

16%

Emotionally Connected

7%

Indifferent

38%

Disconnected 10%

Mobile network

operators

9

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=2UrWJmlhTRYqGM&tbnid=lMECEHv_pQVJKM:&ved=0CAUQjRw&url=http://sweetclipart.com/generic-smartphone-illustration-1372&ei=AxDVUoSbOIigyAHTsoHAAQ&bvm=bv.59378465,d.aWc&psig=AFQjCNELBo5zcjATVpVqGohhGJfn8bhTZg&ust=1389781352338980

Fully Connected

19%


10%


16%


7%

Indifferent

38%

Disconnected 10%

Relationship Score 4.7


Average Relationship Score 3.5 10

Mobile network

operators


Fully Connected

19%


10%


16%


7%

Indifferent

38%

Disconnected 10%





11

Mobile network

operators

Average Relationship Score 3.5


Fully Connected

19%


10%


16%


7%

Indifferent

38%

Disconnected 10%







Mobile network

operators

12Average Relationship Score 3.5


Fully Connected

19%


10%


16%


7%

Indifferent

38%

Disconnected 10%NPS +87

NPS +29

NPS -23

NPS -62

NPS -98

NPS +38

Average NPS -9 13

Mobile network

operators


24 20 19 19 15 15 13

1111 10 8 16 14

10

12 15 16 18 149

11

9 8 7 7 813

8

34 37 38 36 40 42

41

10 9 10 11 7 717

Service provider benchmarks

Fully Connected



Indifferent

Disconnected


14

http://3.bp.blogspot.com/-LzQtbjPutJo/TnXa53goPXI/AAAAAAAADwA/YUgpZb1xWOg/s1600/car-insurance.jpg

https://www.google.co.uk/imgres?imgurl=http://www.clker.com/cliparts/7/A/p/U/w/7/home-insurance.svg&imgrefurl=http://www.clker.com/clipart-home-insurance.html&docid=2gAP-ljw7k1iRM&tbnid=BXsPbXs5rxrfNM:&w=720&h=720&ei=b1HVUve_McrXyAGR6YGICA&ved=0CAIQxiAwAA&iact=c


Fully Connected

19%


10%


16%


7%

Indifferent

38%

Disconnected 10%Likely to switch 8%

Likely to switch 13%





Average likely to switch 24% 15

Mobile network

operators


16

28%

MNO

24%18%

9% 5%16%

ISP Utility Pay TV Finance Other

http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=Qyun6IUuIW1BgM&tbnid=YYWsO79ysMLDDM:&ved=0CAUQjRw&url=http://www.energynerd.co.uk/how-to-complain-about-your-energy-supplier/3103&ei=AN7nUpfXBsGSyQG80oCwCQ&bvm=bv.60157871,d.aWc&psig=AFQjCNE1gqmPDHDW9IuPrhgvMd4bWJqUzw&ust=1391013476731443

Fully Connected

19%


10%


16%


7%

Indifferent

38%

Disconnected 10%

Complained 26%Fully resolved 67%






Average Complained 30%Average Fully resolved 39% 17

Mobile network

operators


76 71 80 73 72 64

6354

6246 52

40

6158

67

57 53

57

3436

30

17 21

17

Social media

Email / website

In-store

Telephone

Segmentation and channel interactions

Fully Connected Rationally Connected

Emotionally Connected Indifferent Disconnected


18

19

Range of products & services

Ease of understanding products & services

Staff professionalism

Service provided

Relevance of products & services

New & innovative products & services

Treat you as an individual

Let’s you communicate how you want

Competitive charges / fees

Value for money

Clarity of communication with you

Staff knowledge

Let’s you communicate when you want

Ease of communicating with them

Ability to solve problems

Responsiveness to problems & requests

Reward your loyalty

Staff empathy

Relevance of communications to you

Amount of communications received

Staff play a critical role ...Fully Connected Rationally

ConnectedEmotionally Connected Indifferent Disconnected


20

Customer experience elements that separate the more connected segments

Staff professionalism; Range of products/services;Innovation; Value for money; Competitive

fees/charges

Staff knowledge; Staff empathy; Treating as an individual; Amount of communications; Ease of contact, Relevance of products,

Competitive charges, Reward for loyalty; Communicate when want to

Key differences between Fully Connected &


Key differences between Emotionally & Rationally

Connected and Emotionally Connected

Key differences between Emotionally Connected and


Staff professionalism; Responsiveness; Resolve issues; Treat as an individual; Relevance of products, Amount & clarity of communications; Value for money; Easy to understand products; Communicate as want to

Treat you as an individual

21

Range of products & services

Ease of understanding products & services

Staff professionalism

Service provided

Relevance of products & services

New & innovative products & services

Let’s you communicate how you want

Competitive charges / fees

Value for money

Clarity of communication with you

Staff knowledge

Let’s you communicate when you want

Ease of communicating with them

Ability to solve problems

Responsiveness to problems & requests

Reward your loyalty

Staff empathy

Relevance of communications to you

Amount of communications received

Outbound communications can disconnectFully Connected Rationally

ConnectedEmotionally Connected Indifferent Disconnected


69

49 4841 43 41 46

39

16

2536

22

4442 35 49

1224

14

36

10 1614

10

Post

Social media

In-store

Telephone

Email / website

Preferred communication channels

Make a payment

Contract renewal

General enquiry

Change handset

Query a bill

Report a fault

Make a complaint

Report lost phone

22

Mobile service provider segmentation

1925 23 20 19 17 17 14 14

1010 12

126 10 10

10 8

16

2517 20

20 12 14 1610

7

58 6

57 4 7

6

38

2933

3139

3846 42

47

10 5 6 12 1215

10 11 15

Fully Connected



Indifferent

Disconnected


Average

NPS -9 +11 -1 +1 -13 -21 -17 -18 -30

23

http://www.google.co.uk/url?sa=i&rct=j&q=EE+logo&source=images&cd=&cad=rja&docid=BklmhF0vq0-XrM&tbnid=BimwBaq128XGXM:&ved=0CAUQjRw&url=http://www.v3.co.uk/v3-uk/news/2214337/ee-promises-live-4g-networks-by-30-october&ei=D8uIUbmwD-fX0QWSiIDoDA&bvm=bv.45960087,d.d2k&psig=AFQjCNFdDqC9LUHkmcllFNu7zk8lGUs71g&ust=1368005738778072

http://www.google.co.uk/url?sa=i&rct=j&q=orange+logo&source=images&cd=&cad=rja&docid=XEkMWSIXjUj-TM&tbnid=dryDfLivXuMSjM:&ved=0CAUQjRw&url=http://www.logostage.com/logo/orange/&ei=wwDLUfS8JsKl0wW934CACg&bvm=bv.48340889,d.d2k&psig=AFQjCNG1eC8cuKvfbHtoxPuEESdC5wG54A&ust=1372344891301718

http://www.google.co.uk/url?sa=i&rct=j&q=t-mobile+logo&source=images&cd=&cad=rja&docid=JkD_i50Fx_2CMM&tbnid=ElT4eS5Ougx_bM:&ved=0CAUQjRw&url=http://www.huntlogo.com/t-mobile-logo/&ei=DQHLUciqLajP0AXrpYHoAg&bvm=bv.48340889,d.d2k&psig=AFQjCNHTj6M_GUcuVtVkQWf8aeSIivjuwg&ust=1372344936857093

24

Brand momentum

Ahead of the game

1

Puts customers first

Treats customers fairly

Reliable/dependable

Easy to interact with

2 3 4 5 6 7 8

Rank
















25


1

26


1 2CHANGE

27


31 2CHANGE

Thanks for your time today!

Lee [email protected]@langford_lee020 8263 526307966 339 606

Debbie [email protected]@debbie_senior020 8263 528107989 388 825

28

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mailto:[email protected]

Mobile Connections - Engagement with Mobile Network Operators

Technology

Mobile Connections - Engagement with Mobile Network Operators