Mobile Operators need to improve customer experience

February 9, 2012 - Openet

Many large mobile operators want to offer more personalised self care mobile services for customers but do not have the means to do so, according to a new report

Openet, a leading provider of Service Optimisation Software (SOS) to communications service providers, reveals that most operators now offer a mobile option for customer care. Even though many operators have mobilised customer care it is mostly one way communication and does not present the opportunity for customers to engage.

The study surveyed top senior managers of the some of the world's largest mobile operators, including T-Mobile and Verizon Wireless.

The Openet survey reveals that even though many mobile operators wish to provide a more personalised experience for engaging with customers through smartphones, more than half are simply not in the position to deliver personalised service

To provide a more personalised service to customers, mobile operators are looking to increase the number of functions being delivered direct to smartphones. The research found that 79% of respondents expect to see subscribers setting controls on their devices in 2012 and 94% said that customers should be able to buy and self-provision new services from the device now or later this year.

Nearly 90% of respondents said that providing real-time service controls to better customer experience is needed, 50% reported they do not have these capabilities on mobile devices.

Almost half the operators surveyed that are not able to deliver mobile self care either do not have a mobile self-care portal, or they offer internet portals not designed for mobile use. It is important that operators invest time and money in improving this area.

In order to provide customers with a more personalised service, some mobile operators are trying to increase the number of functions being delivered directly to smartphones. Nearly 95% of respondents said that their customers should be able to buy and self provision services from the device later in the year.

The CMO of Opennet, Michael Manzo, says that mobile self care portals are important for operators to reap the highest possible financial benefits: "By not having a self-care portal designed specifically for mobile use, operators are limiting their customers' user experience - and leaving money on the table."


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