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Connected Consumer Survey 2018: mobile customer satisfaction in Sub-Saharan Africa

Karim Yaici Senior Analyst, Research

"Smaller operators in Sub-Saharan Africa tend to perform better than incumbents in terms of Net Promoter Score and intention to churn."

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 the drivers of customer satisfaction and churn in consumer 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) of operators in Sub-Saharan Africa
  • an assessment of why some operators have better NPSs than others
  • analysis of the role of bundling additional services on 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 research was conducted between August and October 2018. 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 was a minimum of 1000 respondents per country, and 3000 respondents in the region.

GEOGRAPHICAL COVERAGE:

  • Kenya
  • Nigeria
  • South Africa