Download infograph China

1. Operator
website
Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China
View bill
online
Receive text
alerts with
amount due
Receive bills
in the mail
(hard copies)
Pay online
via direct
debit
Pay online
via portal/app
In-store/
in-person
visit
Online
help
forums
Operator
app
Social
media
In-store/
in-person
visit
In-store/
in-person
visit
Operator
email
Phone
call
Operator
direct mail
Operator
app
Operator
website
Operator
website
Operator
website
Phone
call
Phone
call
Operator
app
Online
reviews
Phone
call
Operator
app
Social
media
RESEARCH SIGNING UP
BILLING AND
PAYMENT PROCESS
Service
and support
ACCOUNT
MANAGEMENT
Proactive
personalization
Creating an
Omnichannel
Experience
By modeling customer service efforts after brands
like Alipay and WeChat, mobile operators can
improve their consumer experience.
The latest Ericsson ConsumerLab report examines the omnichannel
consumer experience, which consists of six connected steps:
Research Signing
Up
Billing and
Payment Process
Account
Management
Service and
Support
Proactive
Personalization
CONSUMERS’ MOST FAVORED BRANDS PROVIDE SIMPLE,
SEAMLESS DIGITAL EXPERIENCES.
Brand satisfactionOverall favorability
90% 76%Taobao
93% 78%WeChat
83%Alipay 95%
85% 59%
Top three
operator average
What drives brand
satisfaction?
Alipay WeChat Top three operator averageTaobao
Consumers associated more strongly with brands that
“makes my life easier” than those that are simply “innovative.”
0%
30%
20%
10%
40%
50%
60%
Makes my
life easier
Provides an easy,
hassle-free
experience
Top consumer associations with best-in-class brands vs. average of operators
ranked top three in brand favorability & satisfaction
Offers the
best online
experience
Innovative
When it comes to consumers’
brand associations, brand
qualities that directly deliver
value to the consumer are of
top importance.
Seamless service at seven points of the effortless omnichannel experience:
Creating an Effortless Experience
In-store/
in-person
visit
China 91% 87% 86% 82% 89% 86%
95% 85% 87% 84% 91% 87% 94% 86% 82% 84% 74% 90%
93% 91% 71% 90% 90%
In-store/
in-person
visit
Operator
website
Phone
call
Operator
app
87% 94% 81% 90%
95% 81% 85% 92%
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
OMNICHANNEL CONSUMER EXPERIENCE STEP 1 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 2 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 3 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 5 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 6 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 4 OF 6
A Chinese consumer describes an experience with an operator
I usually handle my data plan by phone,
but the self-service operation is complicated
to use. The line is always busy or the timing
inconvenient. On one occasion, I decided to
go directly to a service office. The attendant
was nice, and provided detailed information,
but there were many people waiting and the
process was time-consuming. I had to apply
for a half-day leave from work.”
Provides a
simple ‘one-click’
online experience
Excellent
customer
service
Proactive
customer
support
+ =
THE ONE-CLICK
IDEAL
Qualitative:
Ericsson ConsumerLab carried out focus
groups in China containing participants
with a high level of experience in online
shopping.
Quantitative:
Online interviews were held with 1,002
smartphone users in China. The sample
represents 156 million consumers aged
18-55 in China.
METHODOLOGY
© 2016 Ericsson AB
All information in this infographic taken from Ericsson ConsumerLab “The One-Click Ideal”
- an Ericsson Consumer and Industry Insight Report, May 2016
The one-click ideal symbolizes consumer demands and needs when it comes to digital
interfaces. It represents step-by-step service that is effortless, seamless, and easy to use.
Filling the Gaps:
Creating an Effortless Digital Experience
for Mobile Operators’ Consumers
Research via
smartphone
1
Choose device and
sign up in store
2
Proactive notification
on account status
via provider app
3
Order and pay for extra
data via provider app
4
Self-care and
self-provisioning
5
24/7 VIP
customer service
6
Receive personalized
promotions and offers
7
Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China
Base: Online shoppers aged 18-55 in China Base: Online shoppers aged 18-55 in China
www.ericsson.com/consumerlab
China
China China
China China
The
Ideal Digital
Experience
How mobile operators can improve the
omnichannel experience for customers
China
Report
Consumers prefer
customer service that is:
SEAMLESS
SELF-MANAGED
SINGULAR
Consumers’ most favored brands directly deliver value to the consumer by
minimizing consumers’ efforts, maximizing their control, and creating a
personalized experience.
This encourages mobile operators to create a user experience modeled after:
Can mobile operators
streamline & focus their
existing digital strengths
to benefit consumers?