Ericsson highlights ConsumerLab Reports on Transforming Experiences

As per a latest update, Ericsson has published details of its ConsumerLab’s India study titled “Transforming Experiences” which provides a detailed analysis of Indian consumers’ expectations from their mobile operators. The study ranks 12 different service industries, including mobile operators on nine performance attributes, including the ability to quickly solve problems, ease of making payments, and innovation. The study also focusses on touch-points that operators can address to transform consumer satisfaction and loyalty. The survey represents the opinions of 100 million urban Indian mobile consumers.

The report highlights areas that operators can focus on to deliver a superior consumer experience.

Chris Houghton, Region India Head, Ericsson, stated, Findings across four markets (US, India, Brazil and Russia) highlighted customer service as an important touch point to drive consumer’s satisfaction. For India, initial purchase experience and customer service emerged as priority touch points.

Mobile broadband customer service needs more focus as smartphone users are twice as likely to face issues such as slow speeds and dropped data connections, added Houghton.

One in three urban mobile users claim they do not find mobile plans that best suit their usage patterns, and 85% rate quick activation of services as very important.

The ConsumerLab study also found that mobile broadband consumers with a positive service experience are three times more loyal to their operator than a consumer with a dissatisfied customer service experience. Poor customer service, network or mobile internet performance accounts for half of the issues faced by mobile users who are looking to switch operators.