Mobile Customer Experience
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This document summarizes research conducted to understand the perspectives of mobile customers in India. A survey of 200 mobile customers in urban areas was conducted. The results found that low signal strength was the biggest issue of concern. Additional findings included that customers in the age group of 22-32 years preferred 1-day or 3-day data packs and spent Rs. 100-300 monthly on data. Based on the analysis, recommendations were provided to telecom companies to improve network availability and data speeds in order to increase customer satisfaction and reduce churn.
Mobile Customer Experience
- 1. INDIAN INSTITUTE OF SOCIAL WELFARE AND BUSINESS MANAGEMENT Voice of Mobile Customers Souvik Anurag Subham Anwesha Sayan Ankan & Shailja A PGDTM Presentation by
- 2. Preface Today mobile phones have become much more than a simple communications device. Mobile phones have become the ultimate necessity. Customers prefer to stay connected not only through voice, but also through internet. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 2
- 3. Current Scenario India's Telecommunication network is the second largest in the world . Total Mobile Subscriber in India : 1 billion.(Nov 15). Total internet users : 317 million Internet penetration : 30%. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 3
- 4. Objective To Identify the areas of concern for mobile customers and recommend to telcos for enhancement of service level thereby improving their business result. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 4
- 5. Scope Mobile customers using voice & data in urban areas. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 5 Kolkata Bangalore Hyderabad Chennai Mumbai New Delhi Pune Major Focus : KOLKATA 3rd in terms of Mobile Growth
- 6. Customers satisfaction is the key differentiator in todays market : Multiple Operator Tele-density >100% New Technology 2/27/2016 ICT MANAGEMENT SEMINAR 2016 6 Rationale
- 7. Methodology 2/27/2016 ICT MANAGEMENT SEMINAR 2016 7 1 Capture Voice of Customers 2 Evaluate Experience 3 Analyze 4 Identify Areas of Improvement 5 Recommendation to Telcos 6 Future Plan
- 8. Implementation No. of respondents : 200 Online survey. Customers interview. 16 questions on major areas of concern. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 8
- 9. Observation & Analysis 2/27/2016 ICT MANAGEMENT SEMINAR 2016 9
- 10. Age Group & Location 2/27/2016 ICT MANAGEMENT SEMINAR 2016 10 Most of the respondents belong to the age group 22-32yrs. Most of the respondents belong to Kolkata. 3% 71% 2% 6% 1% 4% 1% 12% Location Delhi Kolkata Mumbai Bangalore Chennai Hyderabad Pune Others 11% 63% 11% 15% Age Group upto 21yrs 22- 32 yrs 32- 45yrs 45yrs & Above
- 11. Data Usage Location 2/27/2016 ICT MANAGEMENT SEMINAR 2016 11 27% 7% 9% 55% 2% Home Office/College On the go All the above places Others Mobile subscribers prefers to use data all the time.
- 12. Areas of Dissatisfaction Call Drop & Repeat Call Excessive Charging Lower Data Speed Spam Call or Messages 2/27/2016 ICT MANAGEMENT SEMINAR 2016 12 92 50 45 71 37 35 20 5 0 20 40 60 80 100 Low Signal Spam Calls Spam Messages Data Speed much Lower than expected Excessive Charging All of the above No issues with Service Provider Others
- 13. Concern Areas 2/27/2016 ICT MANAGEMENT SEMINAR 2016 13 13% 7% 56% 10% 2% 11% 2% Data Speed much Lower than Excessive Charging Low Signal No issues with Service Provider Others Spam Calls Spam Messages All Network 10% 8% 66% 6% 0% 8% 2% Data Speed much Lower than Excessive Charging Low Signal No issues with Service Provider Others Spam Calls Spam Messages Vodafone 17% 13% 52% 7% 0% 9% 2% Data Speed much Lower than Excessive Charging Low Signal No issues with Service Provider Others Spam Calls Spam Messages Airtel 17% 0% 33% 25% 0% 21% 4% Data Speed much Lower than Excessive Charging Low Signal No issues with Service Provider Others Spam Calls Spam Messages BSNL Low Signal strength is the major issue of concern
- 14. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 14 Null Hypothesis : H0 : What irritates the user, is dependent on the location from which phone is acessed Test of Hypothesis : As both the variables are categorical, we use Chi Square Test P values : 0.6532 As this value is greater than 0.5, we hereby accept the null hypothesis. Does Customers Dissatisfaction Depend on Data Usage Location? A Chi Square Test Analysis
- 15. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 15 3% 6% 66% 3% 3% 17% 3% Office/College Usage Data Speed much Lower than expected Excessive Charging Low Signal No issues with Service Provider Others Spam Calls Spam Messages 12% 8% 50% 8% 2% 13% 8% Home Usage Does Customers Dissatisfaction Depend on Data Usage Location?
- 16. Does Customers Dissatisfaction Depend on City? 2/27/2016 ICT MANAGEMENT SEMINAR 2016 16 Null Hypothesis : H0 : What irritates the user, is dependent on the city Test of Hypothesis : As both the variables are categorical, we use Chi Square Test P values : 0.3442 As this value is less than 0.5, we hereby reject the null hypothesis. The alternative hypothesis becomes true here A Chi Square Test Analysis
- 17. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 17 Null Hypothesis : H0 : What irritates the user, is dependent on the age of user Test of Hypothesis : As both the variables are categorical, we use Chi Square Test P values : 0.915 As this value is greater than 0.5, we hereby accept the null hypothesis. Type of grievances is very much dependent on the age of user Does Customers Dissatisfaction Depend on Age? A Chi Square Test Analysis
- 18. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 18 14.89% 8.51% 6.38% 46.81% 6.38% 2.13% 10.64% 4.26% Age = 22 to 32 years All of the above Data Speed much Lower than expected Excessive Charging Low Signal No issues with Service Provider Others Spam Calls Spam Messages 20% 40% 20% 10% 10% Age 45 years Does Customers Dissatisfaction Depend on Age?
- 19. Social Networking 2/27/2016 ICT MANAGEMENT SEMINAR 2016 19 81.25% 74.02% 57.14% 42.85% 87.50% 89.61% 92.80% 71.42% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% upto 21 yrs 22-32 yrs 32-45yrs 45 and above Facebook User vs Whatsapp User in Kolkata Whatsapp Facebook 81.25% 87.17% 85.71% 66.60% 0.00% 20.00% 40.00% 60.00% 80.00% 100.00% upto 21 yrs 22-32 yrs 32-45yrs 45 and above Preference of Social Apps in Kolkata NOW and WOW Factor. Mobile Data Users Indulgence on Social Networking.
- 20. Data Pack Preference 2/27/2016 ICT MANAGEMENT SEMINAR 2016 20 100% 100% 56% 66% 17% 40% 11% 11% 40% 11% 11% 83% 20% 22% 13% 0% 20% 40% 60% 80% 100% 1 day plan 14 day plan 3 day plan 7 day plan Monthly Plan Others Data Usage Pattern Age Wise 22- 32 yrs 32- 45yrs 45yrs & Above upto 21yrs Age 22-32 yrs:1day & 3day data pack. Age 32 and above:14 day data pack
- 21. Monthly Spending 2/27/2016 ICT MANAGEMENT SEMINAR 2016 21 Most mobile subscriber spends from Rs100-300 monthly for data. Monthly expenses for customers varies with service provider. 0 10 20 30 40 50 60 Airtel Vodafone BSNL Aircel Subscribers Expense Pattern 100 and below 100-300 300-600 600 and above
- 22. Leads to Churn Finding Other Operators Attractive Customer Dissatisfaction Customers Satisfaction 2/27/2016 ICT MANAGEMENT SEMINAR 2016 22 64.70% 49.01% 61.53% 0.00% 10.00% 20.00% 30.00% 40.00% 50.00% 60.00% 70.00% Airtel Vodafone BSNL Subscriber Preferring their Current Mobile Operator Only
- 23. Recommendation 2/27/2016 ICT MANAGEMENT SEMINAR 2016 23 Ensure availability of proper signal Internet connectivity with better and consistent data speed Better quality of service Affordability
- 24. Conclusion 2/27/2016 ICT MANAGEMENT SEMINAR 2016 24 We conducted survey to understand mobile customers. Gathered their responses and analyzed it. Various areas of concerns were identified. Message was conveyed to telcos for improvement of their service level.
- 25. Areas of Improvement Number of respondents. More face-to-face interaction. Further penetration regarding coverage and data usage. 2/27/2016 ICT MANAGEMENT SEMINAR 2016 25
- 26. Thank You !! 2/27/2016 ICT MANAGEMENT SEMINAR 2016 26