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Connected Consumer Survey 2018: mobile customer satisfaction in Europe and the USA

Stephen Sale Research Director, Consumer Services
Graeme Neill Senior Analyst, Research

"Customer service and network coverage are becoming the key factors in customer satisfaction, in addition to price."

This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in Europe and the USA. It focuses on the drivers of customer experience, operators' Net Promoter Scores (NPSs) and the roles of value-added services and customer services in relation to customer satisfaction and churn reduction.

This report:

  • identifies which operators have the highest Net Promoter Scores in Europe and the USA
  • discusses the effect that price, customer service, network coverage, data allowance and SMS/call allowances have on customer satisfaction and churn
  • highlights what motivates a customer to change their product or service provider
  • provides insight into the relationship between data allowances and consumption on churn
  • explores the effects that value-added services or zero-rating apps have on churn and customer satisfaction
  • analyses the various channels ways in which customers communicate with their operator for sales and customer service
  • discusses the relationship between digitalising customer service and the effects on KPIs.

Survey data coverage

The survey groups were chosen to be demographically representative of the broader online consumer population. We set quotes on age, gender and employment status to that effect. There were a minimum of 1000 respondents per country. The total sample size was 8000.

Geographical coverage

  • France
  • Germany
  • Italy
  • Spain
  • UK
  • USA
  • Poland
  • Turkey