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Omni Expectations

Understanding consumer preferences in an era of rapid change

Overview

Accenture undertook a survey of 2,000 North American consumers—representing a cross section of ages, genders, income levels and technology savviness—for their opinions.

The research tests six hypotheses, relating to distinct aspects of home phone, wireless, internet and TV/video services, against the survey data. While some hypotheses were affirmed, others proved inaccurate. Ultimately, our findings provide deeper insights into emerging trends Communications Operators must understand if they are to remain competitive.

Consumers are demanding high quality service that meets their needs for a competitive price. They want issues resolved quickly, by a single agent, via the channel of their choice. In order to attract new and retain existing customers, Operators must meet these expectations while continuously reevaluating changing consumer preferences.

LEARN MORE ABOUT ACCENTURE SERVICES, RESEARCH AND CLIENT SUCCESSES FOR THE COMMUNICATIONS INDUSTRY.

Key Findings

The research examines the following findings revealed by the data:


“Price” is king, but…“overall experience” is queen and must also be respected.

“Price” is king, but…“overall experience” is queen and must also be respected. Price is always top of mind for consumers, but that doesn’t mean you can ignore their clear desire to feel valued.

Want an easy, effortless experience? Sure...just make sure the price is right!

Want an easy, effortless experience? Sure...just make sure the price is right! Operators need to be innovative in their product designs and solutions, but they also need to continue to stay price conscious./p>

Consumers expect you to be wherever they want you to be.

Consumers expect you to be wherever they want you to be. While consumers first turn to self-service digital options for some tasks, they still want the option to speak with a live agent for others.

Digital savvy is still a minority.

Digital savvy is still a minority. While digital capabilities provide convenience and enhanced service, they can also be perceived to add a level of complexity that many consumers are not ready for.

You can’t buy their love.

You can’t buy their love. Incentives have little influence on a consumer’s likeliness to recommend their provider to others, particularly if they are not already doing so.

The youngest consumers pose the largest threat to traditional services.

The youngest consumers pose the largest threat to traditional services. As younger generations gain purchasing power and influence, traditional service packages will need to change to give them what they want.

Analysis

In order to uncover what consumers’ value about communication services and to understand what they expect from their providers, six hypotheses were tested against the survey data. They were:

1

Customer experience
Customers value experience above all else.

2

Cost vs. ease of use
Customers value an easy, effortless experience when choosing a provider.

3

Channel preference
Most customers are receptive to self-service for different types of service issues, but want responsiveness and access to a live person when needed.

4

Personalization
Customers want personalized offers, promotions and helpful suggestions that are relevant to them.

5

Incentives
Customer satisfaction and incentives are directly related to customer willingness to recommend the operator.

6

Over the Top (OTT)
Traditional cable/satellite Operator revenue streams are increasingly at risk from digital OTT providers.

Recommendations

Recommendations

The emerging trends revealed by our findings indicate that consumers want high quality service that meets their needs for a competitive price. While customer experience is critical, price is a real driver when it comes to customer retention. They want any issues that arise to be resolved quickly, by a single agent, in the channel of their choice.

In order to attract new and retain existing customers, Operators must meet these fundamental expectations while continuously reevaluating evolving consumer preferences.

What's Next?