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In a world where smartphones have become as important as wallets—where customers rely on them for everything from calls to social media or keeping up with news and checking-in at airports—poor service, such as slow turnarounds for repairs or unavailable loan phones, results in a frustrating customer experience that could lead to defection from the service provider.
Accenture delves into its research and client experience to show how post-sales device service can serve as the winning edge—a smart strategy to winning the battle for smartphone customers.
According to Accenture research, smartphone adoption is exploding. And with feature phone owners switching to smartphones, first-time smartphone purchasers represent a sizeable share of the market, of which nearly 25 percent are more than 55 years old. Hence, first-time purchasers will want and expect outstanding post-sales support.
Accenture has found that operators are on the front line of service when customers face an issue with their smartphones. With contact rates for smartphones climbing due to device complexity where repair issues cannot be resolved through standard automated solutions, a skilled technician interacting with a customer in person is still the highest quality solution. As a result, without changes in support models, increased customer complaints will drive exponential growth in costs.
Key findings from Accenture research and client experience has shown that:
Because smartphones are so central to owners’ lives, they expect fast resolution of device issues within 24 to 48 hours, including access to a loan phone—failing which, customer satisfaction will drive down to an extent that can spur defection to competitors. Hence, Accenture recommends:
In this report, read more about the seven-pronged holistic approach Accenture has defined to drive behavioral change by embedding the crucial customer experience strategy of post-sales service as a new weapon in the battle for customers.
June 25, 2012
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