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市場調查報告書

連網消費者調查2015:固定寬頻客戶的保持

The Connected Consumer Survey 2015: Fixed Broadband Customer Retention

出版商 Analysys Mason 商品編碼 324554
出版日期 內容資訊 英文 41 Slides
商品交期: 最快1-2個工作天內
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連網消費者調查2015:固定寬頻客戶的保持 The Connected Consumer Survey 2015: Fixed Broadband Customer Retention
出版日期: 2015年02月13日 內容資訊: 英文 41 Slides
簡介

本報告針對法國、德國、波蘭、西班牙、土耳其、英國、美國的固定寬頻用戶,進行服務利用狀況、偏好與優先事項、未來使用計畫等進行調查,並彙整瞭解約要因、顧客滿意度的主要基準、主要業者的NPS(淨推薦值)、降低解約率的策略等內容提供如後。

實施摘要

  • 價格雖為固定寬頻服務的主要解約因素,但速度、可信度與性價比亦為重要
  • 顧客服務與NPS最為有關
  • 服務不同而有不同的解約率:電信業者可以服務捆包方式降低解約率

建議

  • 建議

促進固定寬頻用戶解約的要素

  • 價格雖為固定寬頻服務的主要解約因素,但速度、可信度與性價比亦為重要
  • 在固定寬頻服務的選擇上,年輕消費者較年長消費者在意速度快慢,對價格比較不在意
  • NPS增加廣告所宣傳的頻寬速度,但要提供100Mbps或以上的速度仍可能難以滿足消費者期待

顧客滿意度的主要基準

  • 顧客服務與NPS最為有關
  • 服務供應商雖沒有必要為了取得高度NPS而面面俱到,低價策略可避免不滿意
  • 顧客滿意度因服務供應商而異:行動網路NPS高的供應商,其固定寬頻服務也獲得高度評價
  • AT&T:顧客服務可將顧客轉變為推銷人員,但固定-行動寬頻用戶滿意度較單純的固定寬頻用戶來得低
  • Iliad:固定寬頻顧客滿意度高,並從寬鬆的低成本行動服務捆包獲益
  • Turkcell Superonline:顧客整體而言的滿意度高於其他競爭對手
  • Virgin Media:高速且高可信度的網路,強力的電視服務,以及可靠的四合一服務置其於領導地位

降低解約率的策略

  • 服務不同而有不同的解約率:電信業者可以服務捆包方式降低解約率
  • 服務捆包並非顧客的優先考量,但當其作為一個低價且高速的手段則能吸引顧客
  • 在捆包服務上增加項目通常有助於留下客戶,但行動-固定網路的捆包仍需多加思考
  • AT&T的結果顯示,將行動服務與固定網路服務結合,可能可以降低顧客對於他們做了壞交易的認知度
  • 在西班牙與法國,行動-固定捆包顯著且正面地影響客戶保持

調查對像資訊、調查方法

關於作者及Analysys Mason

圖表

目錄

Service bundling is not a direct priority for consumers, but operators should position bundles as a route to lower prices and higher speeds in order to attract new customers.


This report focuses on aspects of Analysys Mason's annual Connected Consumer Survey that relate to the behaviour, preference and future plans of fixed broadband users in France, Germany, Poland, Spain, Turkey, the UK and the USA.


This report provides:

  • detailed analysis of the drivers of churn
  • analysis of consumers' real-world reasons for changing provider
  • understanding of fixed broadband customers' future priorities and how this can attract competitors' customers
  • the Net Promoter Score (NPS) for the major players in each country
  • an explanation of the role that superfast broadband can play in NPS
  • qualitative information about the impact that bundling has on customer retention
  • discussion of real-world strategies put in place by companies such as AT&T, Iliad, Turkcell Superonline and Virgin Media.

SURVEY DATA COVERAGE

The survey, consisting of an online questionnaire of 137 questions, was conducted in July and August 2014 and had a total sample size of 7485 respondents, which was designed to be representative of the online population with respect to age, gender and employment status.

GEOGRAPHICAL COVERAGE

  • France
  • Germany
  • Poland
  • Spain
  • Turkey
  • UK
  • USA

Table of Contents

  • 6. Executive summary
  • 7. Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important
  • 8. Customer service has the closest relationship with the NPS
  • 9. Different services have different churn rates so operators should create bundles that can help to reduce churn for all services
  • 10. Recommendations
  • 11. Recommendations
  • 12. Drivers of fixed broadband customer churn
  • 13. Price is the top driver of churn from fixed broadband services, but speed, reliability and value for money are also important
  • 14. Younger people prioritise speed and are less price-sensitive than older people when selecting their fixed broadband service
  • 15. NPS increases with advertised broadband speed, but services of 100Mbps and faster may be struggling to meet expectations
  • 16. Key criteria for customer satisfaction
  • 17. Customer service has the closest relationship with the NPS
  • 18. Service providers do not need to get full marks for every aspect of their service to have a positive NPS - low prices can prevent dissatisfaction
  • 19. Customer satisfaction varies significantly between service providers: providers with high mobile NPS also scored well for fixed broadband
  • 20. AT&T: Attention to customer service has made customers into promoters, but fixed-mobile customers are less satisfied than those with just fixed
  • 21. Iliad: Fixed broadband has high customer satisfaction and benefits from loose bundling with low-cost mobile services
  • 22. Turkcell Superonline: Customers were more satisfied than those of their competitors in all measures in our survey
  • 23. Virgin Media: Strongly placed with a fast, reliable network, a strong TV offer and credible quadruple-play bundles
  • 24. Bundling strategies to reduce churn
  • 25. Different services have different churn rates so operators should create bundles that can help to reduce churn for all services
  • 26. Service bundling is not a priority for consumers, but it attracts customers when it is positioned as a route to lower prices and higher-speed services
  • 27. Adding services to a bundle generally improves customer retention, but fixed-mobile bundling does require some thought
  • 28. AT&T's results suggest that bundling mobile services with fixed can reduce consumers' perception that they are getting a ‘bad deal'
  • 29. Fixed-mobile bundles have had a significant positive effect on customer retention in Spain and France
  • 30. Panel information and methodology
  • 31. Methodology
  • 32. Panel information: France and Germany
  • 33. Panel information: Poland and Spain
  • 34. Panel information: Turkey and UK
  • 35. Panel information: USA
  • 36. About the authors and Analysys Mason
  • 37. About the authors
  • 38. About Analysys Mason
  • 39. Research from Analysys Mason
  • 40. Consulting from Analysys Mason

List of figures

  • Figure 1: Countries covered individually in this report
  • Figure 2: Reasons given by respondents who intended to change fixed broadband provider within 6 months
  • Figure 3: Linear regression model for the NPS awarded by respondents for satisfaction with five aspects of their service
  • Figure 4: Intention to churn within 6 months, mobile and TV subscribers relative to fixed broadband, by country
  • Figure 5: Average intention to churn among fixed broadband, mobile and TV customers, by country
  • Figure 6: Reasons given by respondents who intended to change fixed broadband provider within 6 months
  • Figure 7: Criteria by which respondents intend to select their next fixed broadband service, by age
  • Figure 8: Fixed broadband Net Promoter Score by advertised maximum speed of service
  • Figure 9: Linear regression model for the NPS awarded by respondents for satisfaction with five aspects of their service
  • Figure 10: NPS by respondents' satisfaction with the speed and price of their fixed broadband service
  • Figure 11: NPS for fixed broadband providers in France, Germany, Poland, Spain, Turkey, the UK and the USA
  • Figure 12: Services taken by AT&T fixed broadband subscribers in our panel
  • Figure 13: Intention to churn of AT&T's fixed broadband customers with and without mobile
  • Figure 14: Services taken by Iliad fixed broadband subscribers in our panel
  • Figure 15: Intention to churn of Iliad's fixed broadband customers with and without mobile
  • Figure 16: Services taken by Turkcell Superonline fixed broadband subscribers in our panel
  • Figure 17: Intention to churn of Turkcell Superonline's fixed broadband customers with and without mobile
  • Figure 18: Services taken by Virgin Media fixed broadband subscribers in our panel
  • Figure 19: Respondents' advertised speed by operator, UK
  • Figure 20: Intention to churn within 6 months, mobile and TV subscribers relative to fixed broadband, by country
  • Figure 21: Average intention to churn among fixed broadband, mobile and TV customers, by country
  • Figure 22: Criteria by which respondents intend to select their next fixed broadband service
  • Figure 23: Future (6-month) intentions for fixed broadband, by combination of services bought from the same provider
  • Figure 24: Intention to churn from fixed broadband provider within 6 months, by service combination
  • Figure 25: Intention to churn for customers with bundles of fixed broadband and voice, with and without mobile services, selected operators
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