Mobilogy Now: How mobile providers can add value through service
Mark Collins looks at how additional services can help mobile providers reduce customer churn
Mobile devices are an integral part of daily life, with a staggering 3.5 billion people across the world using smartphones, a figure that’s only set to rise this year. Such is our dependence on mobile devices that we expect optimal operations at all times, with little or no margin for error accepted. Customer loyalty isn’t what it used to be, with 77% of consumers admitting that they retract their brand loyalty much quicker than they did three years ago. This poses a particular problem for mobile operators, who are under more pressure to boost retention rates, reduce customer churn and improve loyalty in an exceptionally competitive marketplace with an increasingly transient customer base.
Customers want fast, efficient service across multiple channels, be that in-store, via call centre or online. This means that operators need to provide a consistently excellent omnichannel customer care experience, covering all customer touchpoints and all parts of the customer journey, from initial interaction even right through to the end of the relationship. While it goes without saying that operators need to identify and address any common inefficiencies that inconvenience customers, it’s often the added extras or additional services that can make all the difference, ensuring an optimum customer experience at all times.
All about the data
One such area is the efficient transfer of data when it comes to moving to a new device or provider. The transfer and transition of data when starting with a new network or buying a new phone should be seamless, simple and fast, something that isn’t always the case. While self-service should of course be possible, data transfer as an in-store service is an important added extra if done well, providing customers with a complete replica of their phones in minutes, securely and safely. And, as phone storage capacity and usage increase exponentially, the speed and convenience of transfer becomes ever more important.
Able to transfer everything from alarm settings to weather apps, the right data transfer solution ensures reliable, secure and speedy content transfer with the added assurance that the data is fully protected. This allows for the seamless onboarding of new customers and more efficient service for those upgrading, as well as valuable shorter wait times in store. When it comes to the wider customer experience, efficient and effective data transfer is a key addition to an already comprehensive portfolio of services, boosting customer care for increased customer retention and new subscriber revenue.
Yielding similar results, the effective and rapid identification of issues and problems with devices can make a big difference to customers. Often, the only time customers interact with their mobile provider other than at the start or end of contracts, is if there’s a problem. This means the interaction starts off on a negative footing so a swift resolution is vital if an already negative experience is to be turned into a positive.
As such, the ability to quickly and accurately diagnose mobile device issues in-store is crucial, with automated device troubleshooting solutions supporting multiple software and hardware tests across thousands of phone models. This enables the resolution of issues in real-time, fixing common device issues on the spot and avoiding having to send phones away for repairs. Again, this significantly reduces in-store wait times as well as the need for any return visits, providing a level of service that often surpasses customer expectations, helping to nurture that vital customer loyalty.
In an era where it’s often difficult for mobile customers to differentiate between the many incentives on offer from a multitude of providers, it’s often the less obvious value-add services and experiences that can make a real difference. By putting the right solutions in place, mobile providers can drive down the cost element of providing these value-add experiences to customers, further improving the customer experience and helping to maintain a loyal, much less transient customer base, as well as attracting those all-important new customers.
For more information on our Mobilogy Now mobile device management solutions, contact email@example.com