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An Accenture research study examines consumer and provider perspectives on customer's need for premium technology services.
Accenture conducted a comprehensive research program among both global consumers and communications service providers to understand the opportunities for providers to participate in the market for delivering premium technical services. The research showed that consumers have substantial interest in receiving integrated technical support with heavy users of electronics expressing especially strong interest in receiving support via a variety of delivery channels. Communications service providers, meanwhile, generally understand the types of issues consumers want to see addressed by technical support services, but show misalignment with consumers on several issues.
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Accenture research shows that today’s consumers are engaged in an increasingly wide range of technology-based activities across their homes and businesses, and that there is a proliferation of new devices and new ways to interact with technology.1 Accenture sought to understand the answers to several key questions posed to more than 3,000 consumers (representative across age, gender, education and occupation) in 21 countries.
Accenture conducted a phone survey with 59 C-suite executives at communications companies in 20 countries. Questions posed to the respondents include:
1Accenture, “Finding Growth: Emergence of a New Consumer Technology Paradigm: The 2011 Accenture Consumer Electronics Products and Services Usage Report,” 2011.
The consumer revealed that consumers have very clear, well-articulated needs for premium technical services – needs that represent near-term opportunities for communications providers to participate in this market. Key findings include:
The provider survey revealed that communications service providers are very well-positioned technologically to deliver certain types of support services. However, they should accelerate this advantage to further strengthen their competitive position among other providers.
Providers do perceive that consumers welcome the opportunity to have one company provide technical support for most or all of their home and office electronic devices. However, they tend to misjudge the consumers’ perception on the variety of channels for technical support, the consumers’ willingness and the preferred timing to pay for some types of computer services.
Communications service providers have a significant opportunity to become leaders in the growing market for premium technical support services. To take advantage of this opportunity will require them to re-examine their preconceptions concerning how consumers prefer to receive such technical support. This includes better understanding consumers’ potential acceptance of the remote, preventive technical support that communications providers are best positioned to deliver.
Read more about Accenture's Premium Technology Services for the Communications Industry
October 18, 2011
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