2 minute read 24 Jul 2019
man and young girl using tablet

How telecoms providers can use customer service to exceed expectations

Authors
Praveen Shankar

UK&I Technology, Media and Telecommunications Market Leader, Ernst & Young LLP

Broad experience in transformation and operations. Driving the 5G agenda. Focused on tackling the most pressing and complex business and technology challenges in the industry.

Adrian Baschnonga

EY Global Technology, Media & Entertainment and Telecommunications (TMT) Lead Analyst

Passionate about digital innovation and inclusion. Inspired by the arts, history and urban spaces.

Martyn Whistler

EY Global Technology Sector Lead Analyst

Keen observer of all things technology. Storyteller. Avid reader. Bluff traditionalist who is impatient for the future. Fan of sports, occasionally sporty. Fan of the arts, rarely arty.

2 minute read 24 Jul 2019
Related topics TMT Technology Telecommunications Customer Emerging technology
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EY’s annual survey of 2,500 UK households  shed new light on the broadband customer journey as consumer expectations continue to evolve.

This year’s research reveals that 46% of consumers are increasingly overwhelmed by the range of bundles on offer, up 3% from last year, and introductory offers provide more of a source of confusion than clarity.

Exceeding customer expectations

Customer service can act as a key differentiator and support premium positioning in the market, with 33% of households willing to pay more for their broadband bundle in return for good customer service. However, many UK households are still left dissatisfied with their customer support experience, with consumer challenges varying significantly by age.

The report’s key findings

Lost in a bundle jungle

Many consumers have trouble engaging with bundles of connectivity and content.

Customer service: a critical element of the value proposition

Customer service credentials are a key differentiator in a crowded and often confusing market.

Outreach and outcomes: customer dissatisfaction in focus

One in five customers are dissatisfied with their customer support experience.

Customer support

33%

The number of households willing to pay more for their broadband bundle in return for good customer service

Looking beyond the call center

The call center is the dominant channel for customer support interaction, but instant messaging ranks second.

What does this mean for broadband and bundle providers?

The following steps can help providers better meet their customers’ needs:

  1. Simplify product and service portfolios
  2. Adapt their approach to the needs of different age groups
  3. Deliver on a unified and responsive omni-channel experience

Download the report (pdf)

Customer service can act as a key differentiator and support premium positioning in the market.

Summary

It’s vital that broadband and bundle providers simplify their offerings, adapt their approach for different age groups, and ensure all potential touch points, from contact center to chatbots, act together to support a seamless customer journey.

About this article

Authors
Praveen Shankar

UK&I Technology, Media and Telecommunications Market Leader, Ernst & Young LLP

Broad experience in transformation and operations. Driving the 5G agenda. Focused on tackling the most pressing and complex business and technology challenges in the industry.

Adrian Baschnonga

EY Global Technology, Media & Entertainment and Telecommunications (TMT) Lead Analyst

Passionate about digital innovation and inclusion. Inspired by the arts, history and urban spaces.

Martyn Whistler

EY Global Technology Sector Lead Analyst

Keen observer of all things technology. Storyteller. Avid reader. Bluff traditionalist who is impatient for the future. Fan of sports, occasionally sporty. Fan of the arts, rarely arty.

Related topics TMT Technology Telecommunications Customer Emerging technology
Upvote