Connected Consumer Survey 2020: fixed broadband retention and satisfaction in developed Asia-Pacific - Analysys Mason document
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Connected Consumer Survey 2020: fixed broadband retention and satisfaction in developed Asia–Pacific
Connected Consumer Survey
2020: fixed broadband
retention and satisfaction in
developed Asia–Pacific
Inigo Barker
Connected Consumer Survey 2020: fixed broadband retention and satisfaction in developed Asia–Pacific 2
About this report
This report focuses on aspects of Analysys Mason’s Connected G E O G RAPHICAL C O V ERAG E
Consumer Survey that relate to the behaviour, preferences and
Developed Asia–Pacific (DVAP):
plans of fixed broadband users in developed Asia–Pacific.
▪ Australia
The survey was conducted in association with Dynata between ▪ New Zealand
August and September 2020. The survey groups were chosen to ▪ South Korea
be representative of the broader online consumer population in
developed Asia–Pacific. We set quotas on age, gender and
geographical spread to that effect. There were a minimum of
1000 respondents per country.
K E Y Q U E S T I O N S A N S W ERE D I N T HI S R E P O RT W HO S H O UL D R E A D T HI S R E P O RT
▪ What are the most significant factors that affect Net Promoter Scores ▪ Product managers and strategy teams working for fixed operators that
(NPSs) for fixed broadband operators? Which operators score highly and are launching new broadband products aimed at the retail market, or
why? operators designing their response to those of their competitors.
▪ What are the most significant drivers of fixed broadband churn and how ▪ Marketing executives and product managers for operators that are
can operators most-effectively approach customer retention? making decisions about service design and its impact on customers’
▪ Which value-added services have a measurable effect on customer retention of broadband bundles.
satisfaction and churn intention? ▪ Regulatory authorities and associated bodies tasked with overseeing
▪ What is the penetration of different channels for customer service and competition in the fixed broadband market.
making a purchase and how does the channel mix influence satisfaction
and churn?
Connected Consumer Survey 2020: fixed broadband retention and satisfaction in developed Asia–Pacific 10
Strong performers in terms of customer service satisfaction often employ traditional
customer care elements, but are also fairly digitally advanced
Good customer service is important, especially in New Zealand. Figure 5: Customer service satisfaction and NPS, DVAP, 2020 2
The following players performed particularly well.
▪ TPG Telecom’s customer service satisfaction score is
significantly higher than its competitors’. TPG Telecom
panellists use a broader variety of customer service
channels than the rest of the Australian sample, and digital
channels such as the website, social media and the self-
care app are popular. TPG Telecom’s ability to serve
different customers’ needs through different brands (TPG,
iiNet, Internode, Adam Internet) may also be important.
▪ 2degrees uses traditional customer service elements (‘Kiwi
customer care’ and call centres) and customer-friendly
policies (free installation, outage guarantees and extended
payment terms during the pandemic). The share of
2degrees panellists that go in-store for purchases and
customer care is greater than the New Zealand average, and
the share that use self-care apps and social media is below-
average. This is unusual, because the use of self-care apps
and social media is associated with higher customer service
satisfaction than that of most traditional channels.
▪ SK Telecom panellists are less likely to use telephones for
purchases (32%) and customer service (30%) than KT and
LG U+ panellists. Positive experiences with SK Telecom’s
mobile loyalty scheme, T Membership, may play a role in
boosting fixed broadband customer service satisfaction.1
176% of SK Telecom broadband customers in our panel were also SK Telecom mobile customers. For more on T Membership, see
Analysys Mason’s Loyalty programme strategies for operators: case studies and analysis. 2 Please refer to the methodology and
panel information section for the sample size and relevant survey questions.
Connected Consumer Survey 2020: fixed broadband retention and satisfaction in developed Asia–Pacific 20 Self-care apps are the most popular in New Zealand, particularly among customers of Spark and Vodafone We asked respondents about the channels that they use for Figure 16: Digital and traditional channel penetration for purchases and customer service. The types of channels used by making a purchase, DVAP, the UK and the USA, 20201 customers varies by country, which may be partly explained by the differing severity and duration of COVID-19-related lockdowns. The proportion of respondents that use digital channels is the lowest in South Korea, primarily because of the popularity of telephones in the country. Self-care apps are the most popular in New Zealand: 8% of respondents in the country said that self-care apps are their first port of call for purchases (versus 5% and 6% in Australia and South Korea, respectively). More than a third of self-care app users in New Zealand said that self-care apps are the first channel they use. Self-care app usage is particularly high among customers of Spark and Vodafone. 24% of Spark users use the Figure 17: Digital and traditional channel penetration for self-care app (MySpark) for purchases, and 41% of this group said contacting customer service, DVAP, the UK and the USA, 2020 1 that the self-care app is their first port of call. 27% of Vodafone panellists use the self-care app (My Vodafone) for purchases, and 28% of this group said that the app is their first choice channel. Fibre and cable users in DVAP tend to have a greater preference for self-care apps than DSL users, which reflects the relative sophistication of NGA broadband adopters. 25% of fibre users in New Zealand and South Korea use self-care apps for purchases (compared to 23% of cable users and 20% of DSL users), and 25% of those on nbn fibre in Australia said that they use self-care apps (compared to 20% on DSL). 1 Please refer to the methodology and panel information section for the sample size and relevant survey questions.
Connected Consumer Survey 2020: fixed broadband retention and satisfaction in developed Asia–Pacific
Contents Executive summary
Satisfaction and willingness to recommend
Intention to churn
Value-added services and channels for contacting operators
Appendix
Methodology and panel information
About the author and Analysys Mason
Connected Consumer Survey 2020: fixed broadband retention and satisfaction in developed Asia–Pacific 31
About the author
Inigo Barker (Analyst) is a member of the Consumer Services research team in London, contributing primarily to the Digital Services research
programme. His main interests are in adtech, mobile financial services and digital healthcare. He has also contributed to various other
programmes in the Consumer Services portfolio and he manages the multi-play and mobile handset pricing trackers. He has a BA in Classics
from the University of Cambridge.Connected Consumer Survey 2020: fixed broadband retention and satisfaction in developed Asia–Pacific 32
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Connected Consumer Survey 2020: fixed broadband retention and satisfaction in developed Asia–Pacific
PUBLISHED BY ANALYSYS MASON LIMITED IN APRIL 2021
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