The Connected Consumer Survey 2015: fixed broadband customer retention

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1 Research Report The Connected Consumer Survey 2015: fixed broadband customer retention February 2015 Patrick Rusby and Martin Scott

2 2 About this report This report focuses on aspects of Analysys Mason s annual Connected Consumer Survey that relate to the behaviour, preferences and future plans of fixed broadband users in France, Germany, Poland, Spain, Turkey, the UK and the USA. Figure 1: Countries covered individually in this report [Source: Analysys Mason, 2015] The survey consists of an online questionnaire, which was conducted in July and August 2014 and had 7485 respondents. The respondents were chosen to be representative of the online population in terms of age, gender and employment status. This report focuses on several issues that are critical to the strategy of fixed broadband operators in The drivers of churn and approaches to customer retention. UK France Germany Poland USA The USA is also part of this study (not shown to scale). What the Net Promoter Score (NPS) means to operators, and what influences it. 1 Approaches to bundles, particularly fixed mobile convergent bundles, and how they affect customer churn. Spain Turkey 1 NPS is a metric used to calculate customer loyalty and satisfaction. Scores given are between 100 and +100 (see the Methodology slide in this report). NPS, Net Promoter and Net Promoter Score are registered trademarks of Fred Reichheld, Satmetrix, and Bain & Company.

3 3 Contents Slide no. 6. Executive summary 7. Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important 8. Customer service has the closest relationship with the NPS 9. Different services have different churn rates so operators should create bundles that can help to reduce churn for all services 10. Recommendations 11. Recommendations 12. Drivers of fixed broadband customer churn 13. Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important 14. Younger people prioritise speed and are less price-sensitive than older people when selecting their fixed broadband service 15. NPS increases with advertised broadband speed, but services of 100Mbps and faster may be struggling to meet expectations 16. Key criteria for customer satisfaction 17. Customer service has the closest relationship with the NPS 18. Service providers do not need to get full marks for every aspect of their service to have a positive NPS low prices can prevent dissatisfaction 19. Customer satisfaction varies significantly between service providers: providers with high mobile NPS also scored well for fixed broadband Slide no. 20. AT&T: Attention to customer service has made customers into promoters, but fixed mobile customers are less satisfied than those with just fixed 21. Iliad: Fixed broadband has high customer satisfaction and benefits from loose bundling with low-cost mobile services 22. Turkcell Superonline: Customers were more satisfied than those of their competitors in all measures in our survey 23. Virgin Media: Strongly placed with a fast, reliable network, a strong TV offer and credible quadruple-play bundles 24. Bundling strategies to reduce churn 25. Different services have different churn rates so operators should create bundles that can help to reduce churn for all services 26. Service bundling is not a priority for consumers, but it attracts customers when it is positioned as a route to lower prices and higher-speed services 27. Adding services to a bundle generally improves customer retention, but fixed mobile bundling does require some thought 28. AT&T s results suggest that bundling mobile services with fixed can reduce consumers perception that they are getting a bad deal 29. Fixed mobile bundles have had a significant positive effect on customer retention in Spain and France

4 4 Contents Slide no. 30. Panel information and methodology 31. Methodology 32. Panel information: France and Germany 33. Panel information: Poland and Spain 34. Panel information: Turkey and UK 35. Panel information: USA 36. About the authors and Analysys Mason 37. About the authors 38. About Analysys Mason 39. Research from Analysys Mason 40. Consulting from Analysys Mason

5 5 List of figures Figure 1: Countries covered individually in this report Figure 2: Reasons given by respondents who intended to change fixed broadband provider within 6 months Figure 3: Linear regression model for the NPS awarded by respondents for satisfaction with five aspects of their service Figure 4: Intention to churn within 6 months, mobile and TV subscribers relative to fixed broadband, by country Figure 5: Average intention to churn among fixed broadband, mobile and TV customers, by country Figure 6: Reasons given by respondents who intended to change fixed broadband provider within 6 months Figure 7: Criteria by which respondents intend to select their next fixed broadband service, by age Figure 8: Fixed broadband Net Promoter Score by advertised maximum speed of service Figure 9: Linear regression model for the NPS awarded by respondents for satisfaction with five aspects of their service Figure 10: NPS by respondents satisfaction with the speed and price of their fixed broadband service Figure 11: NPS for fixed broadband providers in France, Germany, Poland, Spain, Turkey, the UK and the USA Figure 12: Services taken by AT&T fixed broadband subscribers in our panel Figure 13: Intention to churn of AT&T s fixed broadband customers with and without mobile Figure 14: Services taken by Iliad fixed broadband subscribers in our panel Figure 15: Intention to churn of Iliad s fixed broadband customers with and without mobile Figure 16: Services taken by Turkcell Superonline fixed broadband subscribers in our panel Figure 17: Intention to churn of Turkcell Superonline s fixed broadband customers with and without mobile Figure 18: Services taken by Virgin Media fixed broadband subscribers in our panel Figure 19: Respondents advertised speed by operator, UK Figure 20: Intention to churn within 6 months, mobile and TV subscribers relative to fixed broadband, by country Figure 21: Average intention to churn among fixed broadband, mobile and TV customers, by country Figure 22: Criteria by which respondents intend to select their next fixed broadband service Figure 23: Future (6-month) intentions for fixed broadband, by combination of services bought from the same provider Figure 24: Intention to churn from fixed broadband provider within 6 months, by service combination Figure 25: Intention to churn for customers with bundles of fixed broadband and voice, with and without mobile services, selected operators

6 36 Executive summary Recommendations Drivers of fixed broadband customer churn Key criteria for customer satisfaction Bundling strategies to reduce churn Panel information and methodology About the authors and Analysys Mason

7 37 About the author Patrick Rusby (Research Analyst) is the lead analyst for Analysys Mason s SME Strategies research programme, and contributes to the Mobile Services programme within the Consumer research practice. His areas of specialisation for SME strategies are SME technology trends and adoption, enterprise mobility, SaaS and IaaS services for SMEs and unified communications. Within Mobile Services, Patrick focuses on the MVNO market and churn-reduction strategies for operators. Patrick was previously a Research Manager for Knowledge Peers, a peer learning platform helping SME CxOs share best practice in finance, technology and telecoms. He holds a Master s degree in Contemporary British Politics from Goldsmiths College, University of London. Martin Scott (Practice Head) leads Analysys Mason s Consumer Services research practice, which includes the Fixed Broadband and Multi-Play, Next-Generation Services, Mobile Services, Mobile Devices and Digital Economy research programmes. His primary areas of specialisation include the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy. He also specialises in statistics, surveys and the analysis of primary research; he co-ordinates Analysys Mason's Connected Consumer and Consumer smartphone usage series of research.

8 38 About Analysys Mason Knowing what s going on is one thing. Understanding how to take advantage of events is quite another. Our ability to understand the complex workings of telecoms, media and technology (TMT) industries and draw practical conclusions, based on the specialist knowledge of our people, is what sets Analysys Mason apart. We deliver our key services via two channels: consulting and research. Consulting Enterprise and M2M Regional markets Network technologies Telecoms software Consumer services Strategy and planning Regulation and policy Operational consulting Transaction support Our focus is exclusively on TMT. We support multi-billion dollar investments, advise clients on regulatory matters, provide spectrum valuation and auction support, and advise on operational performance, business planning and strategy. We have developed rigorous methodologies that deliver tangible results for clients around the world. For more information, please visit Research We analyse, track and forecast the different services accessed by consumers and enterprises, as well as the software, infrastructure and technology delivering those services. Research clients benefit from regular and timely intelligence in addition to direct access to our team of expert analysts. Our dedicated Custom Research team undertakes specialised and bespoke projects for clients. For more information, please visit

9 39 Research from Analysys Mason We provide dedicated coverage of developments in the telecoms, media and technology (TMT) sectors, through a range of research programmes that focus on different services and regions of the world. PRACTICES CONSUMER SERVICES ENTERPRISE AND M2M REGIONAL MARKETS NETWORK TECHNOLOGIES TELECOMS SOFTWARE STRATEGIES TELECOMS SOFTWARE MARKETS PROGRAMMES Mobile Services IoT and M2M Solutions Global Telecoms Forecasts Fixed Networks Analytics Software Strategies APPLICATION PROGRAMMES Revenue Management Infrastructure Solutions Mobile Devices EUROPE European Country Reports Customer Experience Management Software Strategies Service Assurance European Core Forecasts Wireless Networks Service Delivery Platforms Fixed Broadband and Multi-Play Software-Controlled Networking SME Strategies Telecoms Market Matrix Customer Care Service Fulfilment Next-Generation Services MEA The Middle East and Africa Spectrum Digital Economy Software Strategies Digital Economy APAC Asia Pacific CSP IT Strategies DATA PROGRAMMES Telecoms Software Market Shares Telecoms Software Forecasts Alongside our standardised suite of research programmes, our Custom Research team undertakes specialised, bespoke research projects for clients. The dedicated team offers tailored investigations and answers complex questions on markets, competitors and services with customised industry intelligence and insights. To find out more, please visit

10 40 Consulting from Analysys Mason For 30 years, our consultants have been bringing the benefits of applied intelligence to enable clients around the world to make the most of their opportunities. Our clients in the telecoms, media and technology (TMT) sectors operate in dynamic markets where change is constant. We help shape their understanding of the future so they can thrive in these demanding conditions. To do that, we have developed rigorous methodologies that deliver real results for clients around the world. Our focus is exclusively on TMT. We advise clients on regulatory matters, help shape spectrum policy and develop spectrum strategy, support multi-billion dollar investments, advise on operational performance and develop new business strategies. Such projects result in a depth of knowledge and a range of expertise that sets us apart. We help clients solve their most pressing problems, enabling them to go farther, faster and achieve their commercial objectives. To find out more, please visit AREA R EGULATION SPECTRUM P O L I C Y A N D A UCTION SUPPORT TRANSACTION SUPPORT O P ERATIONAL C O N SULTING STRATEGY A N D P L A N N I N G EXPERTISE Policy development and response Expert legal support Regulatory economic costing Radio spectrum auction support Commercial due diligence Performance analysis Commercial excellence Market research Market sizing and forecasting Margin squeeze tests Media regulation Regulatory due diligence Market analysis Benchmarking and best practice Analysing regulatory accounts Postal sector costing, pricing and regulation Net cost of universal service Radio spectrum management Technical due diligence Technology optimisation Transformation services Business strategy and planning National and regional broadband strategy and implementation

11 Published by Analysys Mason Limited Bush House North West Wing Aldwych London WC2B 4PJ UK Tel: +44 (0) Fax: +44 (0) Registered in England No All rights reserved. No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means electronic, mechanical, photocopying, recording or otherwise without the prior written permission of the publisher. Figures and projections contained in this report are based on publicly available information only and are produced by the Research Division of Analysys Mason Limited independently of any clientspecific work within Analysys Mason Limited. The opinions expressed are those of the stated authors only. Analysys Mason Limited recognises that many terms appearing in this report are proprietary; all such trademarks are acknowledged and every effort has been made to indicate them by the normal UK publishing practice of capitalisation. However, the presence of a term, in whatever form, does not affect its legal status as a trademark. Analysys Mason Limited maintains that all reasonable care and skill have been used in the compilation of this publication. However, Analysys Mason Limited shall not be under any liability for loss or damage (including consequential loss) whatsoever or howsoever arising as a result of the use of this publication by the customer, his servants, agents or any third party.

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