Rural mobile users report better customer experience than urban users: Amdocs

Telecom Lead Asia: Rural mobile users report a relatively better customer experience than urban users (7.22 versus 7.17), according to Amdocs.

Generation Y (age group 18-24) consumers report a relatively better experience than Generation X  (age group 35-54) customers (7.20 versus 7.12), according to Pan-India Amdocs Customer Experience Index.

The Pan-India Amdocs Customer Experience Index score stands at 7.17 (on a scale of 1 to 10) but varies across segments.

The research of 5000 mobile customers across India was analyzed using the Amdocs Customer Experience Index, an analytical model designed by Amdocs, and validated by Deloitte Touche.

Parameters found to be of high importance to end mobile customers in India, where service provider performance was perceived as low, included “store and call-center experiences”, “attractive promotions” and “offer variety meeting individual needs.”

52 percent of respondents do not use services other than mobile services from their current operator (e.g. satellite TV/DTH, broadband, fixed-line) presenting a huge cross-sell / up sell opportunity.

Of respondents, only 2 percent use 3G services, only 7 percent use mobile banking services and only 16 percent use self-care channels.

Anshoo Gaur, head of Amdocs India, said: “It is becoming increasingly clear to communication service providers that delivering best in class customer experience is a competitive differentiator; it drives customer loyalty, and directly impacts revenue and profitability.”

Rebecca Prudhomme, vice president of product and solutions marketing at Amdocs, said: “Our research identified lower-performing areas customers in India actually care about, such as level of politeness of the customer service representative, and which can have the most impact on critical behaviors such as spend, repurchase, recommendation, complaints and churn.”

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