2011 Consumer Survey France
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Consumer Survey France

Consumer Survey France

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2011 Consumer Survey France Presentation Transcript

  • 1. IBM Institute for Business ValueFebruary 20122011 Global Telecom Consumer SurveyCountry Data for France Communications spending priorities, perceptions, expectations and attitudes of today’s smarter consumer © 2012 IBM Corporation
  • 2. IBM Institute for Business ValueThe digital revolution is changing the relationship betweenCommunications Service Providers (CSPs) and their customers Consumers become increasingly instrumented The are using technology to get information from a multitude of sources Consumers become increasingly interconnected They are connecting with each other to exchange information Consumers become increasingly intelligent They have clearly defined expectations of what they want2 © 2012 IBM Corporation
  • 3. IBM Institute for Business ValueConsumers are becoming smarter and have new avenues to connectwith each other to influence large corporations, including CSPs 12/29/11 Press Release: “Starting January 15, a new $2 payment convenience fee will be instituted for customers who make single bill payments online or by telephone” Within 24 hours, more than 100,000 people had Greetings, signed a online petition: I am disappointed to learn that Verizon Wireless plans to institute a new $2 fee for paying bills online…. Your company should not assume that it can do anything to your customers and that we will allow it to happen… 12/30/11 Press Release: “Verizon Wireless has decided it will not institute the fee for online or telephone single payments that was announced earlier this week. The company made the decision in response to customer feedback about the plan…”3 © 2012 IBM Corporation
  • 4. IBM Institute for Business ValueTo evaluate the impact of the age of consumerism the IBM Institutefor Business Value conducted both a Consumer ánd a CMO survey IBM Global Consumer Survey IBM Global CMO Survey (25 countries;13,237 consumers) (131 interviews with telecom CMOs)4 © 2012 IBM Corporation
  • 5. IBM Institute for Business ValueCSP CMOs indicated they feel underprepared particularly in areas thatare key for connecting to customers, identified as most critical for them Global Marketing Priority Matrix 1 Customer collaboration and influence Underpreparedness 6 2 Growth of channel and device choices Percent of CMOs reporting underpreparedness 370 3 Social media 10 4 Data explosion 9 5 Decreasing brand loyalty 11 5 6 1 7 6 Shifting consumer demographics60 7 ROI accountability 2 8 Regulatory considerations 4 8 9 Emerging market opportunities 750 11 10 Financial constraints 12 11 Privacy considerations Factors impacting marketing 12 Corporate transparency40 Percent of CMOs selecting Telecom (CSPs) as ‘Top five factors’ 13 Global outsourcing 0 20 40 60 MeanSource: Q7 Which of the following market factors will have the most impact on your marketing organization over the next 3 to 5 years? n1=131 Q8 How prepared are you to manage the impact of the top 5 market factors that will have the most impact on your marketing organization over the next 3 to 5 years? 5 © 2012 IBM Corporation 5
  • 6. IBM Institute for Business ValueTo understand consumers’ attitudes towards CSPs in the world of todayIBM conducted a survey of over 13,000 consumers in 25 countries Mature Emerging B R France UK US Brazil Russia I C Greece Italy Japan India China South Korea Portugal Australia Czech Republic Poland Netherlands Spain Sweden UAE Mexico Belgium Germany Canada South Africa 6 Cyprus © 2012 IBM Corporation
  • 7. IBM Institute for Business ValueThe survey covered many topics, including spending priorities, serviceadoption trends, customer advocacy and adjacent market opportunities Customer Spending Customers’ Adoption of, Customer Sources of priorities for 2011 – Experience with, comms Information for communi- 2013 products and services cation products/ services Customers’ Attitudes Customer Advocacy Adjacent Market towards Comms Providers and Antagonism Opportunities7 © 2012 IBM Corporation
  • 8. IBM Institute for Business ValueMore than 100 slides describe the characteristics of US consumersin their perception of CSPs and their products and services Customer Spending Customers’ Adoption of, Customer Sources of priorities for 2011 – Experience with, comms Information for communi- 2013 products and services cation products/ services Customers’ Attitudes Customer Advocacy Adjacent Market towards Comms Providers and Antagonism Opportunities8 © 2012 IBM Corporation
  • 9. 951 respondents were drawn from across France and subscribe toat least one service from a wide range of service providers France : 951 Proportion of sample identifying one of the providers respondents; 9.3% of below as their Primary Communications Provider total sample (weighted distribution 4.6%) 38 % 31 % 18 % 9% 3% 1% <1 % *Services are  Fixed telephony (landline)  Mobile/Wireless Broadband  Mobile Telephony  Pay TV (Cable, Satellite, IPTV)   Fixed Broadband (Cable, DSL, FTTx)- Internet Telephony9 © 2012 IBM Corporation
  • 10. IBM Institute for Business Value Some Results10 © 2012 IBM Corporation
  • 11. Consumer sentiment on future spending in France is much lower than the average of the emerging markets surveyed Net Increase/Decrease Emerging Net Increase/Decrease 5% Utilities Utilities Electric/Gas Utilities Utilities 40% Fixed Telephony. Fixed Telephony -13% average 0% Food & drinks Food & drinks 30% Food & drinks Food & drinks -1% Transportation Transportation 22% Transportation Transportation -4% Mobile Telephony Mobile Telephony 21% Mobile Broadband Mobile broadband -11% Clothing Clothing 16% Mobile Telephony MobileTelephony -11% Holidays Holiday/vacation 7% Pay television Pay television -15% Mobile Broadband Mobile Broadband 6% Clothing Clothing -18% Pay television Pay television 6% Holidays Holidays/vacations -19% Elect. Appliances Electrical appliances 3% Sports Sports -21% Fixed Telephony 2% Fixed Telephony. Elect. Appliances Electrical appliances -28% Going out Going out -7% Going out -29% Going out Sports Sports -10%11 Source: 2011 IBM Global Telecom Consumer Survey, Mature countries N= 8865: France N = 951: © 2012 IBM Corporation Question: Compared to previous years, are you likely to spend less, the same or more on the following products / services in the next 2-3 years?
  • 12. As in most mature markets, more than less consumers in France expect to reduce spending on mobile telephony and broadband Netherlands Germany Net Increase/Decrease Australia Canada. Portugal Belgium Sweden Greece Cyprus France Japan Spain 38% 40% 44% USA Italy UK 31% 20% 22% 25% 25% 16% 1% Czech R. Russia UAE China South Africa Poland India Korea Brazil Mexico -9% -9% -8% -8% -7% -5% -4% -17% -12% -22% -19% -18% -30% -29% -56% Spending MOBILE Telephony (Voice, SMS, etc) (2012 – 2014) Emerging Markets Netherlands Germany Czech R. Australia Canada. Portugal Belgium Sweden 45% GreeceNet Increase/Decrease France Cyprus Japan Spain 35% USA 31% Italy UK 12% 15% 15% 5% 6% 8% -7% -7% -6% -6% -3% -2% South Africa -10% -9% Mexico Russia UAE China Poland India Korea Brazil -15% -13% -12% -20% -16% -25% -32% -43% Spending MOBILE Broadband (2012 – 2014) 12 © 2012 IBM Corporation Source: 2011 IBM Global Telecom Consumer Survey, Global N= 13237; Mature Countries N=8865; Emerging Countries N=4372
  • 13. For under 25s social networking has become the number 3communication channel Daily Usage 1 Mobile Telephony 72% 2 3 Email/IM/Chat Social Networking 70% 62% 62% of under 25s use 4 Fixed Voice 43% social networks UNDER 25s daily 5 Video Streaming 26% 6 VoIP 8% 1 Email/IM/Chat 62% 2 Mobile Telephony 51% 26% of under 25s with 3 Fixed Voice 49% Internet stream or 4 Social Networking 39% download video ABOVE 25s daily 5 Video Streaming 14% 6 VoIP 7%13 © 2012 IBM Corporation Source: 2011 IBM Global Telecom Consumer Survey, France N=951 S06 How often do you use the following communications services?
  • 14. In the category ‘High Media users’ one third claims to access avariety of rich content services through a mobile device High Q08. Which of the following do you use to access the media/content services Media/Content in the last question users 100% 2% 2% 2% Other smart 3% 3% 4% 4% 2% 6% 5% 3% 8% 3% phone 6% 6% 1% 5% 3% 4% 5% 3% 3% 1% 6% 2% 3% 4% 5% 2% 11% 10% Android device 12% 4% 80% 15% 11% 9% 16% 12% 8% 10% 8% 18% Blackberry 8% 7% 7% 8% 60% Tablet PC iPhone 40% 68% 72% 62% 63% 66% 66% 63% 62% Laptop/Netbook via Mobile 20% Broadband Via Fixed Broadband Fixed 0% Online Live video User Online Online Online TV Full movie audio broadcast generated Music video News video sports Programs content video clips clips videos14 © 2012 IBM Corporation Source: 2011 IBM Global Telecom Consumer Survey, France N=951
  • 15. Almost half of French consumers do NOT complain to their CSP when disconnected from the network Do you ever complain to your service provider when you are disconnected from the network during a conversation, a voice call or internet session? 100% 90% 25% 33% 31% 80% 38% 35% 35% No 45% 44% 50% 48% 48% 47% 54% 70% 59% 57% 56% 63% 61% 61% 60% 67% 67% 71% 69% 60% 50% Yes 40% 75% 67% 69% 62% 65% 65% 30% 55% 56% 50% 52% 52% 53% 46% 20% 41% 43% 44% 37% 39% 39% 40% 33% 33% 29% 31% 10% 0% Mexico USA UAE Italy Germany India Japan Australia Greece South Africa UK Netherlands Poland Spain Korea France China Russia Brazil Sweden Canada Czech Portugal Belgium15 © 2012 IBM Corporation Source: 2011 IBM Global Telecom Consumer Survey, Global N= 13237; Mature Countries N=8865; Emerging Countries N=4372
  • 16. More than half of consumers surveyed don’t believe that complainingwill make any difference, or said that it is too much hassle to getthrough to the call center Q12 Why do you not complain to your service provider when you are disconnected 40% from the network during a conversation, a voice call or internet session? 30% Reasons for NOT complaining 20% 28% 25% 10% 12% 14% 12% 6% 0% 3% Telco Dont believe it Too much Have to wait My Provider My Provider is Don’t know networks make any hassle to get too long in charge for unable to how to contact unreliable, difference through to the queue to calls to Call resolve my my Provider to variable Call Centre speak to Call Centre problems complain service Centre expected Another 14% said that it takes too long to reach someone in the call16 center © 2012 IBM Corporation Source: 2011 IBM Global Telecom Consumer Survey, France N=951
  • 17. However, the majority of consumers exchange theseexperiences with their friends/family Q10. What happens when you are disconnected from a mobile, landline or broadband during a voice call or when accessing the Internet? What happens when being disconnected? Attempt to re-dial/re- 53% 42% 5% connect 95% Avoid providers Attempt Redial/ friends/family have poor 29% 56% 15% Reconnect experiences with Tell friends/family about my poor experience 14% 61% 25% 85% Avoid Providers with Contact customer poor experience 5% 42% 53% service Switch providers – e.g. use different SIM 3% 23% 74% 75% Tell friends/family My provider contacts me about their poor when I have a poor 3% 18% 79% experience network experience Always Most/Sometimes Never17 © 2012 IBM Corporation Source: 2011 IBM Global Telecom Consumer Survey, France N=951
  • 18. IBM Institute for Business ValueInternet Search and Friends/Family have become the preferredsources of information in France, social media as source is growing What are you preferred sources of information when you are looking for communication products and services? 67% Internet search 72% 54% Recommendations/ advice 50% 37% Websites of communication providers 28% 33% Social media 25% 22% Retail stores 28% 21% Traditional advertising 12% 15% Emails/ promotional offers 11% All 25 countries France 10% Shopping portals/ auctions 7% Source: IBM Institute for Business value 2011 IBM Global Telecom Consumer Survey, France N=95118 Question: What are you preferred sources of information when you are looking for communication products and services? © 2012 IBM Corporation
  • 19. IBM Institute for Business ValueCSPs should focus on this new trend and mine digital channels, suchas blogs, tweets, social networks and peer reviews • Get in tune with today’s digital consumers by listening to the digital dialogue • Become part of the dialogue and to be Blogs prepared to proactively respond to negative chatter Social Tweets Networks • Encourage a two-way dialogue and Peer embrace customer input by building online Reviews and offline communities • Find the influencers, and target them with appropriate messaging By capturing viewer insights from social media sources, RTL Nederland was able to gather timely feedback from viewers on the television programmes X Factor and So You Think You Can Dance. This helped the entertainment company to better understand audience needs and preferences and increase viewer satisfaction and involvement.19 © 2012 IBM Corporation
  • 20. IBM Institute for Business ValueTo establish a stable or growing market share, or to improve margins,CSPs should focus on customer binding In a world where people • are becoming increasingly informed, empowered and demanding Key Questions • trust family, friends and peers more than their CSP • have a wide range of providers to choose from how can CSPs Improve Customer Binding? • What does a true Advocate look like? • How valuable are they? • Which elements of the customer experience are most important to consumers? • How well is the CSP positioned when it comes to being focused on what the customer wants? • How can providers use Advocacy to drive growth and customer loyalty?20 © 2012 IBM Corporation
  • 21. IBM Institute for Business ValueA new approach for Customer Advocacy:Customer Focused Insight Quotient (CFiq) The Net Promoter Score (NPS) is the traditional measure of word of mouthNPS advocacy. The score is calculated by simply asking consumers on a scale of 1 to 10 their likelihood to recommend a specific company or brand. The IBM Customer Focused Insight Quotient (CFiq) utilize an approach that looks at key client perceptions and organizes them in a manner that captures more than demographic or behavioral data. Using statistical analysis and multiple regressionCFiq techniques it isolates predictive attributes that are highly correlated with positive commercial behaviors. The CFiq measures the level of advocacy of a customer by analyzing customer responses to three key statements as stated in the next slide. CFiq categories: – Advocates: loyal clients who refer new business, consolidate more of their portfolios with their primary provider, and resist competitive offers – Antagonists harbor negative opinions about their provider, and potentially will bad-mouth the company – Apathetics: could be described as those who show no strong feelings either way, and may be prime candidates to “sweeten” into advocacy. Or, they may leave their firm if a more appealing option comes along.21 © 2012 IBM Corporation
  • 22. IBM Institute for Business ValueA consumers’attitude is shaped by cumulative experience anddirects future behavior and suggestions for improvement Consumer Attitude Advocates Apathetics Antagonists An Advocate is defined by three criteria A willingness to recommend one’s Likelihood to Recommend primary provider to friends and family AND A willingness to increase one’s purchases if one’s primary provider Purchase Intent expanded its assortment and offered products currently found only at other providers AND A willingness to stay with one’s primary Staying Rate provider, even if other providers begin offering competitive products or services22 © 2012 IBM Corporation
  • 23. IBM Institute for Business ValueUnderstanding who is an Advocate and who an Antagonist, and why,is important for driving growth and improving customer retention Advocates have a higher “I have recommended my Higher wallet share and are highly provider to several people” Shareholder Value complimentary of the “They have amazing customer service” provider capability “They are more expensive but I hardly get disconnected or have calls dropped” Advocates Apathetics are generally Apathetics passive participants susceptible to competitor offerings “I think my telco over-charges me Antagonists but how can I prove it; my credit runs out too quickly after I top-up” “The promotions lack any Antagonists have low relevance to me” Lower wallet share and high “ I am looking to switch to the new Shareholder support costs and are provider offering cheaper rates” Value prone to bad-mouth the provider23 © 2012 IBM Corporation
  • 24. Though one of the highest advocacy levels of the countries surveyed,French CSPs still have too few advocates 100% 4% 4% 3% 9% 13% 19% 17% 17% 17% 17% 16% 22% 20% 19% 20% 19% 26% 25% 24% 23% 19% 36% 34% 25% 80% 22% 14% 19% 25% 14% 16% 20% 23% 23% 25% 22% 56% 26% 31% 21% 23% 29% 36% Advocates 60% Apathetics 17% 18% 22% 25% 40% 77% Antagonists 70% 69% 71% 62% 61% 64% 62% 60% 53% 52% 59% 58% 55% 58% 57% 60% 52% 49% 49% 46% 20% 39% 41% 0% Canada Netherlands China Japan Germany Australia South Korea Czech Republic Brazil Portugal Mexico Spain Poland France Russia Sweden South Africa Belgium UK US Italy GreeceSource: 2011 IBM Global Telecom Consumer Survey, 25 countries, N = 13235 © 2012 IBM Corporation
  • 25. In France, Free has the highest proportion of advocates and thelowest proportion of antagonists 26% 53% 21% 100% 25% 21% 25% 80% 36% 21% 14% 24% Advocates 60% 18% Apathetics 40% 58% 62% 51% Antagonist 46% 20% 0% France Telecom / Neuf Cegetel / SFR Bouygues Telecom Free / Iliad Orange25 © 2012 IBM Corporation Source: 2011 IBM Global Telecom Consumer Survey, France N=951
  • 26. CSPs do not account for the extreme gap in attitude of theircustomer base Advocates Gap Antagonists % strongly agree % strongly agree 74% Prompt correction of errors when they occur 30% 69% Listens and proactively follows-up on issues 27% 63% Offers me relevant products and services 21% 59% Listens and collects information necessary to meet 17% communication needs 57% Displays consistent level of knowledge 19% Give the CSP Find credit for 52% Resolves problems fairly 16% fault doing with “everything” 66% Allows me to customize products and services 31% “everything right ” CSP 49% Values me as a customer 14% does 47% Provide advice to improve my user experience 14% 81% Allows multiple ways to interact with them 49% Seeks input to develop new communication 46% 14% Products/services 68% Does not request for existing information repeatedly 40%26 © 2012 IBM Corporation Source: 2011 IBM Global Telecom Consumer Survey, France N=951
  • 27. IBM Institute for Business ValueThe survey did uncover a number telecom-enabled services majorityof consumers are willing to use /pay for Retail/Shopping Banking/Insurance Healthcare #1 all consumers Nbr 1: Detailed Product Nbr 1: Location-based Nbr 1: Remote health monitoring info on mobile (44%) insurance claims (55%) (47%) Public Services Travel & Transport Utilities Nbr 1: Find nearest public/ Nbr 1: Time table for public Nbr 1: Receive notifications of government offices (46%) transportation (56%) electric/gas/water service outages (46%)27 © 2012 IBM Corporation Source: 2011 IBM Global Telecom Consumer Survey, France N= 951
  • 28. IBM Institute for Business ValueFebruary 2012Contacts Bob Fox Rob van den Dam Global Telecom Industry Leader Global Telecom Industry Lead, Global Business Services IBM Institute for Business Value robertfox@us.ibm.com rob_vandendam@nl.ibm.com WWW.IBM.COM/IIBV28 © 2012 IBM Corporation