Connected Consumer Survey 2019: mobile customer satisfaction and churn in Australia and New Zealand - Analysys Mason
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Connected Consumer Survey 2019: mobile customer satisfaction and churn in Australia and New Zealand
Connected Consumer Survey
2019: mobile customer
satisfaction and churn in
Australia and New Zealand
Rémy Pascal
Connected Consumer Survey 2019: mobile customer satisfaction and churn in Australia and New Zealand 2
About this report
This report focuses on aspects of Analysys Mason’s Connected GEOGRAPHICAL COVERAGE
Consumer Survey that relate to the behaviour, preferences and
Developed Asia–Pacific (DVAP):
plans of smartphone users in Australia and New Zealand (ANZ). In
particular, it focuses on customer satisfaction, churn and ▪ Australia
retention-related aspects of mobile services. ▪ New Zealand
The survey was conducted in association with Dynata between
July and August 2019. The survey groups were chosen to be
representative of the mobile-internet-using population in the
region. We set quotas on age, gender and geographical spread to
that effect. There were a minimum of 1000 respondents per
country, and 2000 in the region.
KEY QUESTIONS ANSWERED IN THIS REPORT WHO SHOULD READ THIS REPORT
▪ What are the drivers of mobile customer experience? How do they vary ▪ Operators’ strategy executives and marketing managers who are
by country and by operator? interested in understanding the needs of their consumer customer base,
▪ What key factors influence consumers’ intention to churn? How have the different drivers of customer experience and the impact of differing
consumers’ priorities evolved? approaches to pricing on customer satisfaction.
▪ What are the Net Promoter Scores (NPSs) of operators in Australia and ▪ Market intelligence and research executives in service providers that are
New Zealand? Which companies lead and why? responsible for understanding end-user trends and supporting business
units in identifying and addressing new opportunities.
▪ What is the effect of bundling additional services on customer retention?
How do new service-based pricing models affect KPIs? ▪ Equipment/device manufacturers and software providers that want to
identify end-user trends in service and device usage and help their
▪ What is the relationship between customer service and customer operator customers to prioritise investments and improve their ability to
satisfaction? address market opportunities.
Connected Consumer Survey 2019: mobile customer satisfaction and churn in Australia and New Zealand 7 Vodafone Australia and Spark lead in terms of NPS; most operators in ANZ have improved their scores since last year Respondents were asked to rate how likely they were to Figure 2: Net Promoter Score for mobile operators, Australia recommend their mobile operator on a scale of 0 (not at all likely) and New Zealand 1 to 10 (definitely). The NPS is calculated by subtracting the percentage of subscribers that rated their operator 6 or below (detractors) from the percentage that rated it 9 or 10 (promoters). NPSs reflect consumers’ overall satisfaction with their operators. The best-performing mobile providers (in terms of NPS) were Spark (+20.2) and 2degrees (+20.1) in New Zealand and Australia Vodafone in Australia (+11.9). Five of the six main operators in ANZ improved their score between 2018 and 2019. The gap between operators in Australia has decreased, and all three operators now have very similar NPSs. Vodafone received the lowest score in 2018, but was in first place in 2019 (with an increase of 17.7 points). Telstra also significantly improved its score (+12.0 points since 2018). Optus received the lowest NPS, but its score was still higher than that in 2018 (by 1.1 point). New Zealand Spark’s score increased the most out of all operators in New Zealand (+24.4 points since 2018, and it became the NPS leader with a slim lead over 2degrees (whose score increased by 4.8 points since 2018). Vodafone New Zealand was the only operator in the region with a negative NPS (–4.4) and the only one with a lower NPS in 2019 than in 2018 (–3.4 points) due to issues with price and customer service. 1 Please refer to the appendix for sample size and relevant survey questions.
Connected Consumer Survey 2019: mobile customer satisfaction and churn in Australia and New Zealand 8
Price and customer service continue to bring down the levels of satisfaction in
Australia
Australian operators improved their satisfaction scores in Figure 3: Average customer satisfaction scores for different
2019. elements of the mobile service, by operator, Australia 1,2
We asked respondents how satisfied they were with specific
elements of their mobile services.1 The highest levels of Telstra Optus Vodafone
satisfaction were for voice and SMS allowances; this is not
surprising as large and unlimited allowances are commonplace in Overall 4.1 4.0 4.1
ANZ. The lowest satisfaction ratings were for price and customer
service, as in 2018. Vodafone led in most categories except Call/SMS
4.2 4.1 4.2
network coverage and data speeds, where Telstra dominated. allowance
Telstra improved its scores in all categories but price. Its plans Network
tend to be expensive given the company’s premium positioning, 4.2 3.9 4.0
coverage
but its customer service satisfaction does not meet the high
expectations. Optus’s scores were roughly identical to those from Data speed 4.1 3.9 4.0
last year, but its competitors have made improvements meaning
that Optus has lost its edge, particularly for allowances. Data allowance 3.9 3.9 4.1
Vodafone’s investment in network performance has paid off.
Price 3.7 3.9 4.0
Australian customers were, on average, reasonably satisfied with
their network performance. Telstra maintained its lead, but
Vodafone significantly improved its network coverage, which was Customer service 3.7 3.8 4.0
one if its key weaknesses last year. For Vodafone’s customers,
network coverage moved from being the second-most commonly Source: Analysys Mason
cited reason to churn in 2018 (40% of churners) to the fifth most-
commonly cited reason in 2019 (16% of churners). Vodafone
expanded its coverage with new sites and capacity during 2019
by refarming its 2100MHz spectrum.
1 Respondents rated their satisfaction on a scale of 1 to 5, where 1 is ‘very dissatisfied’, 3 is ‘neutral’ and 5 is ‘very satisfied’.
2 Please refer to the appendix for sample size and relevant survey questions.
Connected Consumer Survey 2019: mobile customer satisfaction and churn in Australia and New Zealand
Contents Executive summary
Drivers of customer satisfaction and churn
Focus on plans and pricing
Focus on digital experience
Methodology and panel information
About the author and Analysys Mason
Connected Consumer Survey 2019: mobile customer satisfaction and churn in Australia and New Zealand 29
About the author
Rémy Pascal (Senior Analyst) joined Analysys Mason’s Asia–Pacific research team in August 2018 and is based in the Singapore office. He also
contributes to other research programmes including those in the Consumer Services research practice. Rémy has more than 8 years of
experience in the telecoms and ICT sectors. Before joining Analysys Mason, Rémy worked in various market intelligence positions at Samsung
Electronics’ Networks Business in South Korea, Orange in France and the French Trade Commission in South Korea and Taiwan. Rémy holds a
master’s degree in management from Rouen Business School in France.Connected Consumer Survey 2019: mobile customer satisfaction and churn in Australia and New Zealand 30
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Connected Consumer Survey 2019: mobile customer satisfaction and churn in Australia and New Zealand
PUBLISHED BY ANALYSYS MASON LIMITED IN JANUARY 2020
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