Manila, Philippines. March 16, 2015. The Amdocs Customer Experience Spotlight 2015, an independent research study conducted by IE Market Research (IEMR) on behalf of Amdocs, highlights the importance of providing a superior customer experience in order to retain as well as attract new customers, including a carrier-grade Wi-Fi strategy to combat the threat of emerging players in the mobile market and offering multi-play bundles to win market share.
Conducted among 8,450 consumers in 17 countries, including the Philippines, the Amdocs Consumer Experience Spotlight 2015 found that 27 percent of Filipino respondents, a figure higher than the global percentage, are more likely to consider switching to over-the-top (OTT) players, if they offered connectivity. Despite this possibility, they would still recommend their service provider to family and friends due to positive customer experience (94 percent) and competitive prices (83 percent).
The global survey further shows that Wi-Fi remains the preferred data connectivity option for most Filipinos. While 50 percent of the Filipino respondents said that they had a mobile Internet plan, 65 percent of them used Wi-Fi more frequently and 51 percent connected to Wi-Fi in public places when available.
Other key global findings include:
- Churn persists within service provider industry: 63 percent of respondents stated they would recommend their service provider, citing customer care/experience (89 percent) and high-quality Internet connection and coverage (59 percent) as the top reasons for their endorsement.
- Customers prefer “traditional” service providers: 80 percent of respondents would not consider switching to OTT disruptors if these players offered mobile connectivity. The top reasons were: privacy& security issues, lack of trust and potential network quality issues.
- Customers desire innovative and new personalized services: More than half of the respondents stated that they would switch mobile subscription plans for a plan that included additional communication services (e.g. home, Internet, TV) with almost the same number of respondents saying they would switch if they were able to choose the bundle components.
- The multi-play opportunity remains unclaimed: Although more than half (52 percent) of respondents subscribe to four services (broadband, TV, mobile, fixed line), only 1 percent has a single quad-play provider. Triple-play penetration was also low (9 percent).
- Carrier-grade Wi-Fi will drive loyalty: Among the 62 percent of respondents with a mobile Internet plan, 71 percent use Wi-Fi more frequently than their mobile connection.
“With changing customer expectations and the ever-increasing threat of disruptive competitors, service providers are required to adopt a new strategy by taking a multidimensional view of customer experience,” said Chris Williams, head of global marketing at Amdocs. “By leveraging their customer experience strengths and innovative multi-play bundles, service providers have a tremendous opportunity to lead in The New World of Customer Experience.”