Ericsson ConsumerLab: The one-click ideal report examines the omnichannel consumer experience
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The Ideal Digital Experience Operator website Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US View bill online Receive text alerts with amount due Receive bills in the mail (hard copies) Pay online via direct debit Pay online via portal/app In-store/ in-person visit Online help forums Operator app Social media In-store/ in-person visit In-store/ in-person visit Operator email Phone call Operator direct mail Operator app Operator website Operator website Operator website Phone call Phone call Operator app Online reviews Phone call Operator app Social media RESEARCH SIGNING UP BILLING AND PAYMENT PROCESS Service and support ACCOUNT MANAGEMENT Proactive personalization Creating an Omnichannel Experience By adapting and innovating beyond the best customer service practices from brand leaders like Amazon and Netflix, mobile operators can revolutionize their consumer experience. How mobile operators can improve the omnichannel experience for customers The latest Ericsson ConsumerLab report examines the omnichannel consumer experience, which consists of six connected steps: Research Signing Up Billing and Payment Process Account Management Service and Support Proactive Personalization Can mobile operators streamline & focus their existing digital strengths to benefit consumers? CONSUMERS’ MOST FAVORED BRANDS PROVIDE SIMPLE, SEAMLESS DIGITAL EXPERIENCES. Brand satisfaction Overall favorability 85% 64% PayPal 93% 75% Net flix 84% Amazon 96% 69% 53% Top three operator average What drives brand satisfaction? Amazon Netflix Top three operator average PayPal Consumers associated more strongly with brands that “makes my life easier” than those that are simply “innovative.” 0% 30% 20% 10% 40% 50% 60% 70% Makes my life easier Provides an easy, hassle-free experience Top consumer associations with best-in-class brands vs. average of operators ranked top three in brand favorability & satisfaction Offers the best online experience Innovative Consumers prefer customer service that is: SEAMLESS SELF-MANAGED SINGULAR When it comes to consumers’ brand associations, brand qualities that directly deliver value to the consumer are of top importance. Seamless service at seven points of the effortless omnichannel experience Deliver on your promise at every touchpoint In-store/ in-person visit US 94% 86% 83% 70% 53% 45% US 89% 86% 82% 60% 43% 29% US 85% 72% 62% 61% 44% 42% US 90% 56% 49% 55% 51% In-store/ in-person visit Operator website Phone call Operator app US 87% 86% 68% 42% US 93% 67% 66% 47% Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators OMNICHANNEL CONSUMER EXPERIENCE STEP 1 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 2 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 3 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 5 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 6 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 4 OF 6 A US consumer compares digital experiences with operators to other industries Cell phone companies do not measure up against other industries. The problem isn’t that [digital channels] are unavailable; it’s that the experience is not accessible or seamless.” Provides a simple ‘one-click’ online experience Excellent customer service Proactive customer support + = THE ONE-CLICK IDEAL Qualitative: Ericsson ConsumerLab carried out focus groups in the US containing participants with a high level of experience in online shopping. Quantitative: Online interviews were held with 1,013 smartphone users in the US. The sample represents 134 million consumers aged 18-65 in the US. METHODOLOGY © 2016 Ericsson AB All information in this infographic taken from Ericsson ConsumerLab “The One-Click Ideal” - an Ericsson Consumer and Industry Insight Report, May 2016 Consumers’ most favored brands directly deliver value to the consumer by minimizing consumers’ efforts, maximizing their control, and creating a personalized experience. This encourages mobile operators to create a user experience modeled after: The one-click ideal symbolizes consumer demands and needs when it comes to digital interfaces. It represents step-by-step service that is effortless, seamless, and easy to use. Filling the Gaps: Creating an effortless digital experience for mobile operators’ consumers Research via smartphone 1 Choose device and sign up in store 2 Proactive notification on account status via provider app 3 Order and pay for extra data via provider app 4 Self-care and self-provisioning 5 24/7 VIP customer service 6 Receive personalized promotions and offers 7 Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US www.ericsson.com/consumerlab US Report
Transcript of Ericsson ConsumerLab: The one-click ideal report examines the omnichannel consumer experience
The Ideal Digital Experience
Operator website
Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US
View billonline
Receive textalerts withamount due
Receive billsin the mail(hard copies)
Pay onlinevia direct debit
Pay onlinevia portal/app
In-store/in-personvisit
Online helpforums
Operatorapp
Socialmedia
In-store/in-personvisit
In-store/in-personvisit
Operatoremail
Phonecall
Operatordirect mail
Operator app
Operatorwebsite
Operatorwebsite
Operatorwebsite
Phone call
Phone call
Operatorapp
Onlinereviews
Phone call
Operatorapp
Socialmedia
RESEARCH SIGNING UP
BILLING AND PAYMENT PROCESS
Service and support
ACCOUNT MANAGEMENT
Proactive personalization
Creating an Omnichannel Experience
By adapting and innovating beyond the best customer service practices from brand leaders like Amazon and Netflix, mobile operators can revolutionize their consumer experience.
How mobile operators can improve the omnichannel experience for customers
The latest Ericsson ConsumerLab report examines the omnichannel consumer experience, which consists of six connected steps:
Research SigningUp
Billing andPayment Process
AccountManagement
Service andSupport
ProactivePersonalization
Can mobile operators streamline & focus their existing digital strengths to benefit consumers?
CONSUMERS’ MOST FAVORED BRANDS PROVIDE SIMPLE, SEAMLESS DIGITAL EXPERIENCES.
Brand satisfactionOverall favorability
85% 64%PayPal
93% 75%Netflix
84%Amazon 96%
69% 53%Top three operator average
What drives brandsatisfaction?
Amazon Netflix Top three operator averagePayPal
Consumers associated more strongly with brands that “makes my life easier” than those that are simply “innovative.”
0%
30%20%10%
40%50%60%70%
Makes my life easier
Provides an easy,hassle-freeexperience
Top consumer associations with best-in-class brands vs. average of operators ranked top three in brand favorability & satisfaction
Offers thebest online experience
Innovative
Consumers prefer customer service that is:
SEAMLESS
SELF-MANAGED
SINGULAR
When it comes to consumers’ brand associations, brand qualities that directly deliver value to the consumer are oftop importance.
Seamless service at seven points of the effortless omnichannel experienceDeliver on your promise at every touchpoint
In-store/in-personvisit
US 94% 86% 83% 70% 53% 45%
US 89% 86% 82% 60% 43% 29% US 85% 72% 62% 61% 44% 42%
US 90% 56% 49% 55% 51%
In-store/in-personvisit
Operatorwebsite
Phone call
Operatorapp
US 87% 86% 68% 42%
US 93% 67% 66% 47%
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
Share of consumers using specific interactions with operators Share of consumers using specific interactions with operators
OMNICHANNEL CONSUMER EXPERIENCE STEP 1 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 2 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 3 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 5 OF 6 OMNICHANNEL CONSUMER EXPERIENCE STEP 6 OF 6
OMNICHANNEL CONSUMER EXPERIENCE STEP 4 OF 6
A US consumer compares digital experiences with operators to other industries
Cell phone companies do not measure up against other industries. The problem isn’t that [digital channels] are unavailable; it’s that the experience is not accessible or seamless.”
Provides asimple ‘one-click’online experience
Excellent customer service
Proactivecustomersupport
+ =
THE ONE-CLICK IDEAL
Qualitative:Ericsson ConsumerLab carried out focus groups in the US containing participants with a high level of experience in online shopping.
Quantitative:Online interviews were held with 1,013 smartphone users in the US. The sample represents 134 million consumers aged 18-65 in the US.
METHODOLOGY
© 2016 Ericsson AB
All information in this infographic taken from Ericsson ConsumerLab “The One-Click Ideal”- an Ericsson Consumer and Industry Insight Report, May 2016
Consumers’ most favored brands directly deliver value to the consumer by minimizing consumers’ efforts, maximizing their control, and creating a
personalized experience.
This encourages mobile operators to create a user experience modeled after:
The one-click ideal symbolizes consumer demands and needs when it comes to digital interfaces. It represents step-by-step service that is effortless, seamless, and easy to use.
Filling the Gaps: Creating an effortless digital experience for mobile operators’ consumers
Research via smartphone1
Choose device and sign up in store2
Proactive notification on account status via provider app
3
Order and pay for extra data via provider app4 Self-care and
self-provisioning5
24/7 VIP customer service6
Receive personalized promotions and offers7
Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US
Base: Online shoppers aged 18-65 in the US Base: Online shoppers aged 18-65 in the US
www.ericsson.com/consumerlab
US Report
