Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA
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Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA
Connected Consumer Survey
2019: mobile customer
satisfaction in Europe and
the USA
Stephen Sale
Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA 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 Western Europe: Central and Eastern Europe:
plans of smartphone users in Europe and the USA. In particular, it
▪ France ▪ Poland
focuses on customer satisfaction, churn and retention-related
▪ Germany ▪ Turkey
aspects of mobile services.
▪ Italy
The survey was conducted in association with Dynata between ▪ Spain
July and August 2019. The survey groups were chosen to ▪ UK
represent the broader online consumer population. We set quotas
North America:
on age, gender and employment status to that effect. There were
▪ USA
a minimum of 1000 respondents per country. The sample size
was 8000.
KEY QUESTIONS ANSWERED IN THIS REPORT WHO SHOULD READ THIS REPORT
▪ What are the drivers of mobile customer experience? How do they vary ▪ Operator-based strategy executives and marketing managers who are
by country and how are operators performing? interested in understanding consumer market trends, the role of
▪ What are the Net Promoter Scores (NPSs) of mobile operators? How do operators as content distribution channels, the impact of different
they score for the main satisfaction metrics? Who leads and why? approaches to pricing in the market and the role of digital channels.
▪ What key factors influence consumers’ intention to churn? What impact ▪ Market intelligence and research executives in service providers who are
does bundling additional services have on customer retention? How do responsible for understanding end-user trends and supporting business
new service-based pricing models affect KPIs? units in identifying and addressing new opportunities.
▪ What is the adoption of digital channels for sales and customer support? ▪ Product managers who wish to understand how particular service design
What impact does this have on KPIs? Who are the leaders in digital aspects (such as bundling and pricing) influence customer satisfaction
experience? and what the key levers for improving retention are.
Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA 7
Iliad (Italy), Turkcell and Orange are the standout mobile operators in Europe and
the USA in terms of Net Promoter Score
Operators in Europe and the USA generally score well compared Figure 2: Net Promoter Score for selected mobile service
to those in other regions, but NPS is most useful for comparing providers, by country, Europe and the USA, 20191
peers in specific countries, as well as measuring progress over
time. There is a broad range of scores for operators within a
single country for most of the countries in our survey, suggesting France
that players are clearly differentiated.
▪ A few operators have NPSs that are similar to those of Germany
players in high-scoring sectors such as retail, and even to
those of internet brands. Turkcell stands out in particular,
Italy
which supports its positioning as a digital brand.
▪ Orange performs strongly for an incumbent, particularly in Poland
France where it extended its market lead. It also become the
leader in Poland in 2019 at the expense of Play.
Spain
▪ Challengers/MVNOs often score highly, generally because
they focus on meeting the needs of a clearly defined niche, Turkey
and tend to have a solid price proposition. Examples of
strong MVNO brands include Tesco Mobile and giffgaff in
UK
the UK, though these were not included in Figure 2 due to
small samples. New entrant Iliad in Italy also scored well.
USA
▪ Challenger brands can struggle to continue to please
customers as they grow. Free had the highest NPS in France
in 2017, but its performance is now falling relative to its
peers’. It is no longer as ambitious on pricing as it once was
and is increasingly let down by the quality of its network.
1 Please refer to the appendix for sample sizes and relevant survey questions.
Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA 8 We track a range of customer satisfaction metrics for all operators We asked respondents how satisfied they were with specific Figure 3: Average customer satisfaction scores for different elements of their mobile services. Overall, customers were elements of a mobile service, Europe and the USA, 20191 satisfied with the quality of their mobile services; they scored an average of 3.9 on a scale of 1 to 5, where 1 is ‘very dissatisfied’ and 5 is ‘very satisfied’. Most satisfaction metrics improved slightly year-on-year reflecting the general increase in NPS in Europe and the USA. Customers were on average ‘satisfied’ with their network performance (in terms of coverage and data speeds), but network satisfaction continues to vary significantly between operators. Movistar, T-Mobile Germany and Vodafone Italy received relatively high scores for these metrics, while Iliad/Free in France, O2 Germany and Türk Telekom received poor scores. Customers were the least satisfied with price, but again, this varied significantly between operators. Iliad/Free in France, MásMóvil and T-Mobile USA received high scores for this metric. Customer service satisfaction was also relatively low on average, but it was still higher than that in most other regions. The only metric that decreased, on average, between 2018 and 2019 was satisfaction with voice/SMS allowance. This may reflect the diminishing importance of voice/SMS for many customers. A full breakdown of the scores for each mobile network operator can be found in the appendix and in the data annex for this report. 1 Please refer to the appendix for sample sizes and relevant survey questions.
Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA
Contents Executive summary
Drivers of customer satisfaction and churn
The impact of data usage and bundling
Focus on digital experience
Appendix
Methodology and panel information
About the author and Analysys Mason
Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA 35
About the author
Stephen Sale (Research Director) directs Analysys Mason's consumer research, which covers consumer mobile, fixed, convergence and video
markets. His specialist areas are mobile operator strategies, customer experience and telco growth opportunities. He has extensive experience
in advising senior executives on strategic issues and speaking at and chairing conferences. Before joining Analysys Mason in 2004, Stephen
worked in the industry on areas that include VoIP, next-generation service architecture and broadband access. He has a degree in economics
and an interdisciplinary MRes from the University of London.Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA 36
Analysys Mason’s consulting and research are uniquely positioned
Analysys Mason’s consulting services and research portfolio CONSULTING
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Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA 38 Consulting from Analysys Mason
Connected Consumer Survey 2019: mobile customer satisfaction in Europe and the USA
PUBLISHED BY ANALYSYS MASON LIMITED IN APRIL 2020
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