Salesforce’s recent “Focus on Telecoms” study reveals that customers are increasingly open to testing new providers and are willing to switch for better pricing, more transparent service agreements, and better self-service options.
In this study, which examines the level of satisfaction felt by consumers on a global scale, we can read that almost 40% of customers say they are dissatisfied with their current operators, and almost one in two customers threatens to change their telecom operator to get better service.
With hybrid working becoming more widespread in the landscape, customers are paying particular attention to price and speed when it comes to choosing their operator. In addition, more than one in six consumers say they would consider switching internet service providers for better reliability (13%) and better customer service (12%), according to Salesforce.
A good reason to stay
The list of expectations is long and communication service providers have very little room for error, especially as they face competition from technology companies. According to the study, this pressure contributes to “increasing churn rates and prompts many providers to include third-party offerings, such as streaming, banking and cybersecurity services, in their home service bundles, in the hope of improving fidelity.
To succeed in remaining competitive, telecom operators must absolutely give “a reason to stay” to their customers, underlines the report. They must bet on a “personalized and omnichannel customer experience” since 88% of customers surveyed believe that the customer experience is just as important as the service offered.
Finally, almost a third of customers expect to benefit from a “phygital experience”, as many of them continue to visit the store, in addition to using online services. To meet expectations, Salesforce encourages vendors to “plan and support the coming together of online and offline experiences.”