What does this all mean for providers?
1. Combat low awareness: educate and inform
Technology innovation is a key feature of the market for connectivity and content, and yet many new services such as 5G and smart home simply aren’t on the consumer radar. Clear and timely information about the benefits of new services and upgraded versions of existing services is essential – and make sure your message is unique. Without this, you are drastically limiting your addressable market for new propositions and simply won’t stand out from rivals.
2. Empower customers to become more self-reliant
Households find various stages of the customer journey challenging, from setting up services in their homes to going online to interact with service provider websites and apps. Better practical advice is required to make households more comfortable with setting up services. And not enough find websites and apps intuitive to use. Better design principles are vital and so is paying particular attention to the needs of younger users who struggle just as much as older groups.
3. Reconsider the role of retail: it’s still a vital route to better experiences
Despite the forced shutdown of retail stores during national lockdowns, store visits retain their attraction – even for younger age groups. Reconsider how retail stores can enhance the customer journey, particularly for users keen to learn more about products. Place greater focus on the discovery element of retail experiences while creating better linkages between online and retail sales fulfilment.
4. Reduce the call center burden: tackle the inhibitors of digital support
The call center dominates customer support channel preferences – surprisingly, there is little difference between how customers have contacted customer support in the last 12 months and how they would like to contact customer support in the future. Much of this is down to low confidence in their ability to articulate issues and the perception that chatbots cannot cope with complex queries. Service providers should double down on reassuring customers that online contact is the best route and explore how best to fuse agent and instant messaging capabilities.