Executive Brief: Customer Experience: A Critical Mobile Network Service Quality Challenge
A February, 2011 survey conducted by Harris Interactive (sponsored by Empirix) examined how smartphone subscribers use their mobile network and how their experiences relates to their perceptions of their Mobile Network Operator. This survey identified two disturbing conclusions:
- A significant percentage of the smartphone users interviewed struggle with mobile network service problems across a variety of services on a regular basis.
- These smartphone users blame their Mobile Network Operator for their service problems.
Such strong findings should become a serious wakeup call for Mobile Network Operators since they demonstrate that network service problems directly and negatively impact valued smartphone subscribers' satisfaction and loyalty. Mobile Network Operators need to revise their strategies for achieving and maintaining network performance to address the customer experience perspective because it is critical to their success.
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