- Better Experience Drives Switching: While fewer than one in five subscribers said they are likely to switch providers in the next year (18 percent in the United States and 15 percent in the United Kingdom), interest in switching increases significantly when subscribers are offered a better experience - up to one in three U.S. subscribers (33 percent) and one in four UK subscribers (23 percent).
- Satisfaction Alone Doesn't Cut It: While subscribers are generally satisfied, with eight in ten (79 percent) rating their customer experience as positive, subscribers who have switched service providers were almost twice as likely to have switched due to a compelling offer from a competitor than for a problem they had with their existing provider.
- Best Customers More Likely To Switch: Subscribers buying the most in services and new products were found to be the most likely to be disappointed and more likely to switch to another provider offering better customer experience.
- Many Would Pay More for Better Experience: Three in ten U.S. subscribers (30 percent) and one in five UK subscribers (22 percent) said they would definitely or probably pay an extra $5 or 5 pound. Sterling per month for a better experience.
The Next Frontier - Advertising on Mobile Phones
While nearly three in ten U.S. subscribers (28 percent) and one in three UK subscribers (33 percent) would accept advertising on their mobile phones - that percentage could increase if better ad targeting technologies were utilized. The findings include:
- Personalization is a Top Condition: Ads matching subscriber values and lifestyle was the top condition for receiving mobile ads among both U.K. and US subscribers.
- Younger Subscribers More Open to Ads: Almost half of subscribers between the ages of 18 and 25 are willing to accept mobile ads (46 percent and 43 percent in United States and the United Kingdom, respectively), which are significantly higher percentages than the general population (28 and 33 percent, respectively).
"The results of the first Amdocs Experience Matters Index demonstrate that experience has and will continue to have a profound impact on consumers' buying decisions," said Charles Born, vice president of corporate communications at Amdocs. "Experience and satisfaction are different - and clearly, satisfaction isn't enough to ensure loyalty. It is our hope that the Index will help service providers steer their investments and improvements in experience to drive growth, increase loyalty and enhance their brand. We are looking forward to our next survey and sharing the results."
