One in three mobile phone users would change networks if they didn't get what they want, according toa YouGov survey released today.
A survey of more than 2000 UK mobile phone owners for Convergys, a customer relationship consultancy, revealed 30% would change providers if they experienced inflexibility in the service they received.
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Fortunately, 80% just want a friendly voice on the other end of the phone, YouGov said. Quick answers to questions was what 57% wanted, together with a clear idea of the cost (48%). Nearly one in four would like a choice between talking to another person or self-service.
This may be vital as operators try to boost revenues from mobile content services, such as games, video and music as voice and SMS decline, Convergys said. Almost half of British mobile users (47%) don't understand what mobile broadband can offer them, Convegys said.
Convergys said customers are most open to advice and offers when adding or changing services. When trying to get support, customers want to be treated well by knowledgeable employees who can address their needs on first contact. At those times, even personalised offers are lowest on their list of needs, it said.
Nearly one in five (17%) would pay a premium for excellent, responsive customer service. Only 5% said they would opt for a package with the lowest cost and worst service. Customers rate the quality of service and the quality of the product or service on offer as more important than price or brand.
"This shows that customer service can drive operators' revenues from mobile content," said Jean-Hervé Jenn, president of Convergys' international division. "Consumers are actually ready and willing to open their wallets," he said. "Operators already possess the data needed to turn content into cash, and an outsourcing partner focused on customer service can do the rest."
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