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Smartphone consumers complain on social media

Anuradha Shukla | June 10, 2013
Global survey by Amdocs indicates that service providers should improve customer service if they want to grow.

Seventy-three percent of consumers complained about their service provider on social media on average six times in the last 12 months, according to a global survey by Amdocs.

Findings of the survey indicate that service providers should improve customer service if they want to grow.

Forty-five percent of consumers said they mostly used their own Facebook page to complain. Twenty-six percent said they use Twitter and 25 percent said they use service providers' own Facebook pages to vent their feelings about bad customer experience.

The survey also reveals a direct link between NPS and service provider revenues. NPS is a customer loyalty metric measuring the willingness of consumers to recommend a product or service to others.

Forty-nine percent of consumers agreed that they would change their service provider if their friends and family suggest a better one. Eighty-eight percent of consumers will increase spending with their service provider by almost one third if they received better service, and 84 percent would be happy to recommend their service provider to family and friends.

"This type of research helps quantify the link between customer loyalty (NPS) and profitable growth," said Fred Reichheld, founder of Bain & Company's Loyalty Practice and creator of the Net Promoter system of management.

Need to simplify customer experience
Conducted in May 2013 by leading analyst firm Coleman Parkes, this newly released research from Amdocs is based on 2,000 interviews with smartphone owners in the Asia-Pacific region, North and Latin America, and Europe.

Advising service providers to simplify the customer experience in order to help increase NPS, Amdocs notes that turning detractors into promoters is good for their businesses.

Promoters are found to be three times more loyal than detractors and are "very likely" to buy additional services such as wireline, cable and broadband from their service providers.

Eighty-six percent of promoters made positive comments about their service provider to friends and family 9.5 times on average over the last 12 months. Amdocs also identified proactive care and mobile self-service tools as highly effective NPS improvers. 

"Proactive care and self-service strategies, such as those supported in Amdocs' CES 9 portfolio, not only help increase NPS but, as demonstrated by this survey, can also increase revenue," said Rebecca Prudhomme, Amdocs vice president for product and solutions marketing.

 

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