Australian
telecommunications carriers: Poor performance ratings by customers
(October 16th,
2001)
Sydney,
Australia: Australian mobile phone customers are deeply
disloyal to telecommunication service providers due to the perception
they are more interested in their own needs than those of customers,
according to APT Strategies' Global Mindset Online Survey
that attracted 4,000 responses from mobile phone users.
All Australian
telecommunication service providers rated poorly on their performance
on the most important customer relationship dimensions:
|
Customer
Relationship Factor
|
Importance
to Customers
|
Performance
of Carrier
|
|
Price
|
56%
|
37%
|
|
Unforgettable
Good Service
|
54%
|
35%
|
|
Staff
|
50%
|
40%
|
APT
Strategies' forecast accelerating levels of customer churn
and poor acceptance of new mobile technologies as a consequence
of telecommunication service providers repeatedly failing in customer
service.
According
to Marc Phillips, CEO of APT Strategies, these results can be achieved
only if carriers charge too much (or provide too little value for
money), are more concerned with their own needs than customers,
and have untrained and or unsupported staff unable or unwilling
to solve customers' problems.
Australian
telecommunication carriers' recent experience with resistance to
new mobile technologies such as mobile data, SMS, and WAP are partially
explained by their comprehensive failure on the Learning dimension.
Telecommunication carriers are not speaking and customers are not
listening, says Marc Phillips.
Over
65% of respondents were dissatisfied with telecommunication performance
in providing an opportunity for them to learn. This large-scale
absence of a learning aspect of the telco-customer relationship
denies telecommunication carriers the opportunity to communicate
the uses and benefits of new technologies.
Further
information about the customer relationship results and PowerPoint
presentation are located at http://www.aptstrategies.com.au/crm
Websites involved in the survey included Telstra.com, Channel 7
websites, the Australian Stock Exchange, SEEK.com.au, Looksmart.com.au,
Start.com.au, OzEmail.com.au, Yellowpages.com.au, Ticketmaster7.com.au,
Whitepages.com.au, Wishlist.com.au, Jobnet.com.au, 96.1FM and many
more.
If you would like further details or to interview an analyst, please
send an email to info@aptstrategies.com.au
The survey is located at
About APT Strategies Pty. Ltd.
APT
Strategies is one of Australia's first online research firms established
in 1994. APT Strategies provides clients with next generation online
intelligence accelerator services whereby analysts engage in consultation,
deliver best practice research reports and create business opportunities
for clients within our network of over 10,000 businesses throughout
the world. APT Strategies delivers innovative yet practical business
analysis and planning to focus clients on profiting from current
and future technology business models.
Contact:
Marc Phillips, CEO, APT Strategies Pty Ltd., Sydney
Telephone:
+61 2 9332 1480
|