The Connected Consumer Survey 2015: Fixed Broadband Customer Retention

Transcription

1 Brochure More information from The Connected Consumer Survey 2015: Fixed Broadband Customer Retention Description: Service bundling is not a direct priority for consumers, but operators should position bundles as a route to lower prices and higher speeds in order to attract new customers. This report focuses on aspects of the author s annual Connected Consumer Survey that relate to the behaviour, preference and future plans of fixed broadband users in France, Germany, Poland, Spain, Turkey, the UK and the USA. This report provides: - detailed analysis of the drivers of churn - analysis of consumers real-world reasons for changing provider - understanding of fixed broadband customers future priorities and how this can attract competitors customers - the Net Promoter Score (NPS) for the major players in each country - an explanation of the role that superfast broadband can play in NPS - qualitative information about the impact that bundling has on customer retention - discussion of real-world strategies put in place by companies such as AT&T, Iliad, Turkcell Superonline and Virgin Media. Geographical coverage - France - Germany - Poland - Spain - Turkey - UK - USA 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 20.AT&T: Attention to customer service has made customers into promoters, but fixed mobile customers are less satisfied than those with just fixed

2 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 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 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 Ordering: Order Online - Order by Fax - using the form below

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