"Smaller operators in Kenya and South Africa perform much better than incumbents in terms of Net Promoter Score (NPS)."

This report focuses on aspects of Analysys Mason's Connected Consumer Survey that relate to the behaviour, preferences and plans of smartphone users in Sub-Saharan Africa (SSA). In particular, it focuses on customer satisfaction, churn and retention-related aspects of mobile services. The survey was conducted in association with On Device Research.

This report provides: 

• insight into the main drivers of mobile customer experience and how they vary by country and by operator
• analysis of the key factors that influence consumers' intention to churn
• Net Promoter Scores (NPSs) and customer satisfaction metrics of operators in SSA
• an assessment of why some operators have better NPSs than others
• analysis of the role of bundling additional services in customer retention and how new service-based pricing models affect KPIs
• insight into the role of digitalising customer services and its impact on KPIs.

SURVEY DATA COVERAGE:

The survey was conducted in association with On Device Research between August and September 2019. The survey groups were chosen to be representative of the mobile-internet-using population in the region. We set quotas on age, gender and geographical spread to that effect. There were a minimum of 1000 respondents per country, and 3000 in the region.

Geographical coverage:

• Kenya
• Nigeria
• South Africa