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Prioritizing what matters - A preview of IBM's Fall 2016 Global Consumer survey

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Presentation at TMForum Live Asia December 7 - 8, 2016, Singapore

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Prioritizing what matters - A preview of IBM's Fall 2016 Global Consumer survey

  1. 1. © 2016 TM Forum | 1 Prioritizing what matters A preview of IBM’s 2016 global consumer survey Rob van den Dam Global Telecom Leader IBM Institute for Business value
  2. 2. © 2016 TM Forum | 2 Content  Introduction  Video consumption and experience  Customer experience and loyalty  Digital trust
  3. 3. © 2016 TM Forum | 3 Telcos are not leaders in customer experience No CSPs in Top 25 Telecom lowest among 7 industry groups No CSP in Top 50 No CSP in Top 50 No CSP in Top 100 Wireless industry #44 of 50 industries No CSP in Top 50 Only one CSP in Top 100
  4. 4. © 2016 TM Forum | 4 And basic network issues still remain Mobile Network Customer Experience Index Source: Apteligent, OpenSignal,STL Partners analysis
  5. 5. © 2016 TM Forum | 5 IBM conducted a consumer survey in 42 countries China (1061) Australia (509) Canada (532) Belgium (313) Brazil (509) India (1020) Greece (542) France (502) Germany (640) Indonesia (511) Ireland (300) Mexico (511) Italy (500) Japan (501) Kenya (312) Netherlands (504) Russia (514) Poland (531) Philippines (509) Saudi Arabia (320) South Africa (527) UAE (308) Spain (517) Turkey (547) Sweden (319) Thailand (507) UK (665) US (1003) Denmark (301) Egypt (316) Czech Republic (303) Argentina (519) Austria (301) Nigeria (538) Norway (302) Pakistan (500) Romania (380) Portugal (308) Slovakia (306) Hungary (309) South Korea (507) Switzerland (321)
  6. 6. © 2016 TM Forum | 6 The survey focused on five key topics Customer Spending priorities for 2016 – 2018 Customers’ Adoption of comms services Video consumption and experience Customer experience and Loyalty Consumers’ Digital Trust in CSPs 2016 Consumer survey
  7. 7. © 2016 TM Forum | 7 Content  Introduction  Video consumption and experience  Customer experience and loyalty  Digital trust
  8. 8. © 2016 TM Forum | 8 Telcos aren’t highly valued for their video delivery 18% 12% 13% 14% 17% 25% 27% 22% 9% 6% 20% 15% Your Cable Company Your TV Broadcaster / Satellite Operator Your Telecom (Fixed) Provider Your Telecom (Mobile) Provider Internet Video Streaming Provider (e.g. Netflix) Social Media Web Sites (e.g. Youku Tudou) Emerging countries Mature countries Most valued provider of video services
  9. 9. © 2016 TM Forum | 9 Watching video using mobile broadband …. 22% 11% 35% 28% 3% 19% 23% 32% 24% 3% Do not use mobile broadband for video Less Than 15 Minutes daily 15 - 60 Minutes daily 1 - 2 Hours daily More Than 2 Hours daily Emerging countries Mature countries Watching video on a mobile device on a daily average using mobile broadband
  10. 10. © 2016 TM Forum | 10 … will significantly increase in the coming years 11% 16% 20% 22% 24% 24% 25% 26% 27% 27% 28% 28% 28% 30% 31% 32% 33% 34% 34% 35% 36% 37% 38% 38% 39% 42% 43% 45% 47% 48% 48% 49% 51% 51% 52% 53% 55% 58% 62% 64% 72% 73% Japan Switzerland Slovakia Austria Denmark Australia Belgium Norway Ireland France US Germany CzechRep Canada Sweden Italy RSA Portugal Greece Philippines Netherlands SKorea UK Pakistan pain Romenia Mexico KSA UAE Kenya Argentina Russia Nigeria Egypt Turkey Hungary Poland Brazil India Indonesia China Thailand Expected Increase in watching video using Mobile Broadband in coming years (2016 – 2018)
  11. 11. © 2016 TM Forum | 11 But many experience problems while watching video 5% 5% 4% 4% 5% 4% 5% 6% 11% 14% 16% 16% 18% 18% 21% 23% 19% 26% 30% 29% 32% 35% 36% 35% 65% 55% 51% 51% 45% 43% 38% 35% Other OUT OF SYNC Video-Audio NOT Able To START Video Video/Sound STOPS Playing FRAME FREEZE Video QUALITY Problems WAITING Too Long To Start Video BUFFERING / Stalling Very Often / All The Time Often Regularly Never/Rarely 66%of respondents experience video buffering and stalling during play (very) often or regularly
  12. 12. © 2016 TM Forum | 12 And many blame the telcos for these video problems 45% 7% 6% 11% 25% 5% 2% 29% 12% 8% 13% 26% 7% 5% The Mobile Network (The Mobile Operator) The Mobile Device The Video App The Internet Streaming Video Provider/Website (e.g. YouTube) The Wifi Network The Location Myself (Do Not Know How To Optimize Video Streaming) Emerging countries Mature countries In case of poor video experiences/problems, where do you think is the problem?
  13. 13. © 2016 TM Forum | 13 Good quality video experience is important 11% 15% 15% 21% 23% 23% 35% 29% 27% 35% 35% 34% 35% 37% 33% 31% 29% 29% 30% 29% 19% 16% 15% 13% 9% 8% 10% 6% 12% 12% 9% 5% 5% 3% 4% Accept ADVERTISING Interruptions if TARGETED Based on Interest Will PAY EXTRA For Assurance On The Quality Of Video Service Accept ADVERTIZING Interruptions For FREE Or Discounted Access I SWITCH To Other Provider if My Provider cannot Give Video Quality Exclusive Video Content Key Incentive To Stay LOYAL With Provider Video Buffering/Stalling On Device Is UNACCEPTABLE Important To Have GOOD QUALITY Video Streaming Experience Strongly Agree Moderately Agree Neither Agree/Disagree Moderately Disagree Strongly Disagree
  14. 14. © 2016 TM Forum | 14 Content  Introduction  Video consumption and experience  Customer experience and loyalty  Digital trust
  15. 15. © 2016 TM Forum | 15 NPS is still very low for telcos 36% 37% 27% Global 44% 32% 39% 31% 39% 35% 25% 29% 26% 18-25 26-45 Above 45 27% 40% 41% 34% 32% 25% Emerging countries Mature countries Promoters Passives Detractors NPS-9 -19 -3 -13 +5 -15 NPS = Net Promoter Score
  16. 16. © 2016 TM Forum | 16 Key reason to switch is not being happy with the network 12% 17% 19% 19% 24% 27% 29% 42% Better CONTENT And Applications By Rival Competitor Not Satisfied with VIDEO Streaming Quality PROMOTIONAL Offer With Rival Provider INVOICE/Payment Issues Bad TECHNICAL SUPPORT Not Happy with CUSTOMER SERVICE/ Ease Of Contacting LOWER COST Package By Rival Provider Not Satisfied with NETWORK (Coverage, Reliability, Speed, etc.) If you have switched provider, what were the key reasons? (select up to 4)
  17. 17. © 2016 TM Forum | 17 Quick and ’Fair' problem resolution is key for loyalty Given equal network performance, quality and price between providers, what are the most important aspects to stay LOYAL to your provider (select up to 4)? 19% 22% 21% 27% 34% 41% 38% 42% 23% 18% 26% 35% 27% 24% 40% 45% Openness and TRANSPARENCY MOTIVATED and Friendly Staff Ability to DIRECT Me to Right Call Center Representative Identify and MEET MY NEEDS EXCEEDING My Expectations REWARD LOYALTY by Exclusive Offers for Products/Events/etc Shows Sincere INTEREST In My Satisfaction Quick and FAIR Resolution of PROBLEMS Emerging markets Mature markets
  18. 18. © 2016 TM Forum | 18 Ideal customer experience equals service and speed 15% 16% 27% 28% 35% 39% 40% 52% 55% 24% 28% 21% 41% 29% 33% 38% 42% 51% PERSONALIZED Advice To Improve My Experience User Friendly Mobile APP for ONLINE PURCHASE / SELF-SERVICE Enable Me to TAILOR Products/Services To My Needs COMPELLING Products/Services ,Transforming the Experience EXCEEDING My Expectations EASE And Speed Of CONTACTING My Provider FAIR Resolution of Complaints And Problems OUTSTANDING SERVICE From Knowledgeable Motivated Staff PROMPT And EFFECTIVE Responses To Queries Emerging countries Mature countries Thinking of the IDEAL CUSTOMER EXPERIENCE, which of the following are most important for you (select up to 4)?
  19. 19. © 2016 TM Forum | 19 Overall, telcos are only rated ’average-to-good’ 12% 12% 12% 13% 12% 15% 16% 17% 17% 31% 33% 34% 36% 41% 38% 38% 40% 40% 43% 42% 41% 42% 38% 37% 37% 35% 35% 14% 13% 12% 8% 8% 9% 9% 8% 8% EXCEEDING My Expectations PERSONALIZED Advice To Improve Customer Experience Enable me to TAILOR Products/Services To My Needs User Friendly Mobile APP for ONLINE PURCHASE / SELF- SERVICE COMPELLING products/services, Transforming my Experiences FAIR Resolution of Complaints And PROBLEMS OUTSTANDING SERVICE From Knowledgeable Motivated Staff EASE And Speed Of CONTACTING Provider PROMPT And EFFECTIVE Responses To Queries Excellent Good Average Poor (Extremely Poor, Not Good) How do you RATE your communications provider on the following?
  20. 20. © 2016 TM Forum | 20 Content  Introduction  Video consumption and experience  Customer experience and loyalty  Digital trust
  21. 21. © 2016 TM Forum | 21 Consumers trust telcos more than other companies ... 41% 41% 39% 36% 34% 34% 34% 33% 33% 31% 30% 29% 38% 36% 31% 31% 33% 36% 35% 36% 24% 30% 30% 21% 24% 33% 34% 32% 30% 32% 30% 45% 40% SOCIAL MEDIA Companies New DISRUPTIVE Players As Uber And Airbnb APP Developers ONLINE RETAIL Stores Q36.9: - Internet Service Providers PHYSICAL RETAIL Stores INTERNET VIDEO Streaming Providers (e.g. Netflix) PAY TV Providers DEVICE Manufacturers BANK And CREDIT CARD Companies TELECOM Companies Including your Primary Provider Feel uncomfortable No Opinion / Don't Know Comfortable How COMFORTABLE do you feel about the following providers/companies handling your personal data?
  22. 22. © 2016 TM Forum | 22 …but overall digital trust in telcos has decreased How do you feel your trust in Telecom companies – including your primary provider – to handle your personal data has CHANGED in the last 3 years? 12% 11% 10% 7% 5% 4% 4% 4% 3% 2% 1% 0% -3% -8% -11%-11%-11%-11%-11% -13%-13%-13%-13%-13% -14% -15% -17% -18% -20% -21%-21% -22%-22% -24%-24% -25% -26% -27% -28% -29% -33% -34% Nigeria Indonesia Thailand India China Kenya Russia Brazil Philippines Egypt Pakistan UAE
  23. 23. © 2016 TM Forum | 23 Consumers worry that telcos sell their data to 3rd parties 7% 16% 23% 25% 33% 34% 46% 63% 4% 19% 22% 21% 38% 38% 44% 60% No Concerns Receive Offers From BRANDS I DON'T KNOW Personal Info Gathered From Mobile Data BEYOND MY CONTROL DON'T Want To TARGET Me With Offers WORRIED How The Info MIGHT BE USED DON'T Want Them To KNOW That Much About Me Will NOT Keep Personal Info SECURE SELL Personal Info To Third Party Emerging countries Mature countries What are your biggest concerns about sharing personal information with your communications provider (select up to 3)?
  24. 24. © 2016 TM Forum | 24 Customers want knowledge and control 4% 4% 12% 16% 13% 7% 17% 22% 29% 28% 38% 37% 26% 26% 22% 18% 27% 35% 10% 7% Extent I Like CONTROL Over How Personal Data Is Stored/Used Importance Of TELLING ME How They Store/Use Personal Data Experienced That a Company TOOK UNACCEPTABLE ADVANTAGE Of Your Data TRUST Companies With Regard To Personal Data Usage / Not selling to 3rd Parties Not at all A lot Never Frequently Not at all Not at all Extremely A lot Questions about how you experience companies handling your personal data and to what extent you want to have control?
  25. 25. © 2016 TM Forum | 25 Conclusions  Many consumers are not very satisfied with the video streaming experience over mobile broadband  Telecom providers are still failing at customer experience management  Customer experience can be improved by leveraging personal data, but trust in their provider is a prerequisite to share this data  Telecom providers rank high in trust for handling personal data, but consumers want more control and knowledge how their data is used
  26. 26. © 2016 TM Forum | 26 Content Rob van den Dam Global Telecom Industry Leader IBM Institute for Business Value rob_vandendam@nl.ibm.com www.ibm.com/iibv

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