Mobile Networks Failing Younger Customers, Survey Finds

A GfK NOP survey commissioned by Ceon, which provides product lifecycle management and service fulfilment software for bundled services, has shown that mobile operators are failing their younger customers. The survey of more than 800 mobile phone users showed that only 45% of respondents in the higher-spending 15-34 age bracket felt they were getting the personal treatment from mobile operators in targeting them with relevant services matching their individual needs.
In contrast, the survey revealed that online vendors such as Dell or Amazon are way ahead in terms of offering products and solutions designed to meet their customers individual preferences. As many as 62% of all those in the 15-34 age group rated the customised offerings of online vendors as good or excellent. The mobile phone operators score of 47% was the lowest of all sectors surveyed, with banks second lowest on 47%.
“One-size-fits-all services are no longer acceptable to todays Internet-generation of consumers, who have become increasingly sophisticated in their expectations of the level of service, price plan options and customised offerings they demand says Ceon Vice President, Yogen Patel. Todays consumers are less forgiving, and will switch providers if they are not getting the mix of offerings perfectly matched to their needs. Operators must rise to this challenge by more closely targeting services to their customers interests and lifestyles, and becoming more creative in the way they construct and market tailored bundled service offerings. This is the way to retain the loyalty of this increasingly demanding demographic group.