A global customer experience study of the mobile market.

In the constantly changing mobile telecommunications landscape, the market is becoming increasingly saturated with a bewildering variety of products and services, as network operators and mobile virtual network operators (MVNOs) compete for market share and look for new growth opportunities.

KPMG performed a global customer experience study across 25 countries and 106 mobile providers to identify better practices and trends in the prepaid mobile market.

This study seeks to take a genuine customer perspective of the telecommunications mobile experience. We have 'mystery shopped' prepaid mobile products and services in 25 countries and from 106 operators - including retail, online and contact centre channels. This has provided powerful insight into how operators are performing when it comes to delivering a great experience to their customers.

The findings have been categorised into five key customer experience areas:

  • Retail customer experience - consistency is key
  • Contact centre customer experience - managing expectations
  • Online customer experience - MVNOs lead the way
  • Product offering - increased choice and complexity
  • Top-up customer experience - developing countries win out

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