Amdocs Survey Links Proactive Customer Care with Net Promoter Scores

By Craig Galbraith Comments
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Results of a new survey from Amdocs show that the vast majority of customers would recommend their service provider to family and friends if they got relevant, proactive notifications from their provider and had simple self-service apps on their mobile device.

The survey, conducted by analyst firm Coleman Parkes, showed that in addition to helping to increase customer satisfaction, the measures could also decrease call-center traffic.

“The Net Promoter Score, or NPS, is the industry-standard measure of customer willingness to recommend, and is directly correlated to customer satisfaction, retention and service provider profitability," said Ian Parkes, director and co-founder of Coleman Parkes. “The survey shows that the provision of proactive care and self-service apps would be a highly effective strategy for helping service providers to increase their NPS and reduce the burden on the call center. But, according to our study, consumers feel that service providers need to improve the online experience with a more consistent and personal service."

More than four in five (84 percent) of consumers surveyed said they would be more likely to recommend their service provider if the provider was able to identify and pre-emptively resolve potential issues affecting them; 83 percent said they would be more likely to recommend their provider if they were offered easy-to-use and consistent self-service via their mobile device.

Another83 percent said they would follow proactive notification instructions, rather than call the contact center, to resolve issues affecting them individually; more than three in four (76 percent) would use a mobile app rather than call the contact center.

Existing proactive notifications and self-service tools, however, are ineffective and can actually increase call-center traffic, the survey revealed. Almost three in four (73 percent) said existing proactive notifications were not useful; and 24 percent of all notifications resulted in a call to the contact center, adding to costs instead of reducing them. Of the consumers who use mobile self-service apps, 78 percent said they are hard to use.

Almost two in three (65 percent) said their service provider does not know them and fails to provide a personalized service during interactions; only 17 percent said they receive a consistent response across channels from their service provider. And poor experience holds consumers back from mobile shopping. About three in four (72 percent) have attempted to buy a product or service online, but half (51 percent) abandoned the purchase because it was too complicated; 79 percent said they would be more likely to complete an online purchase if they could switch between channels to continue transactions.

“As smart devices proliferate, bringing increased demands on customer support, service providers face a growing challenge to maintain a high NPS," said Rebecca Prudhomme, Amdocs vice president of product and solutions marketing. “Proactive care and self-service strategies, such as those supported in our new Amdocs CES 9 portfolio, not only help to increase NPS but can substantially reduce call-center traffic, deflecting more than 40 percent of calls to lower-cost alternatives."

The research is based on 4,000 interviews with smartphone owners, both prepaid and postpaid customers, in North and Latin America, Europe, the Middle East, Africa, and the Asia-Pacific region. The survey was conducted between November and December 2012.

Follow senior online managing editor @Craig_Galbraith on Twitter.

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