Nokia has published the findings of a report titled, ?The 2014 Acquisition and Retention Study.?
The findings of the study indicate that about 84 per cent long term evolution (LTE) users in markets like Korea pursue advanced services such as video calling, send/receive emails, and instant messaging, etc. Further, the global share of heavy users of advanced services is 69 per cent, meanwhile in mature telecom markets about 67 per cent of the total LTE users subscribe to advanced services.
The study establishes a relationship between customer loyalty and telecom operator?s focus on network and service quality, as well customer care. Nokia states that while retention drivers vary by market maturity, high quality services lead to customer loyalty across markets. However, findings of the study underline that about 40 per cent of customers globally are planning to switch their provider due to poor quality of service over the next 12 months. At present, 41 per cent of customers are willing to pay more for high quality services.
Further, the findings of the study show that messaging and internet service quality is below customer expectations in leading telecom markets with 60 per cent of the users experiencing issues while accessing mobile data and high speed applications. In emerging markets, 49 per cent of customers consider billing as the most important factor while deciding to stay with an operator, with network and service quality following at 25 per cent. For in-transition markets, the importance of network and service quality stood at 37 per cent.
The study concludes that globally about 75 per cent of customers consider security to be the operator?s responsibility. Of the 89 per cent who think security is important, 40 per cent are likely to churn in case of security issues. Moreover 40 per cent of the users are also willing to pay extra for higher security protection on an operator?s network.
