A digital-first survey from MATRIXX Software suggests that the new attitude and ways of doing business employed by digital-first companies is resonating with customers – and that they wish their mobile companies began acting in the same manner.
The survey found that 73% of respondents would like their mobile service provider to be as fast and responsive as they perceive Amazon to be. “The survey clearly demonstrates that digital-first brands have set a new baseline of expectation by which every other consumer service is judged,”Jennifer Kyriakakis, founder and VP of marketing at MATRIXX Software said in a press release.
The digital-first survey, which is based on input from 3,077 mobile users in the United Kingdom and the United States, also painted PayPal, Netflix and eBay in a positive light. Other findings were that almost 40% of respondents in the U.K. would increase spending if their carrier operated in a more digital manner and 52% percent of all respondents would recommend their carrier to friends if they performed in this way.
The most important characteristic that consumers associate with the digital companies and want their mobile carrier to adopt, at 75 percent, is transparency in pricing. That was followed by ease of use (63%), greater personalization (51%) and instant access to services (49%). Sixty-four percent of mobile users would switch carriers if offered a greater customer experience.
The mobile companies have an opportunity to take these lessons to heart and gain a competitive advantage over those that don’t. However, the necessary changes to achieve that goal – such as implementation of DevOps and agile development to cut time to the introduction of services – often are outside their comfort zone, researchers said. This suggests that difficult decisions, including some that are not consistent with longtime industry culture, may be necessary.
It may be inevitable, however, since the customer base has changed. “Telcos have an opportunity to attract an entirely new crop of customers, ones who are motivated by intuitive engagement that results in a highly personalized, transparent and real-time mobile experience,” Kyriakakis said.